Public relations — the three biggest mistakes

By TINA L. PUGLIESE, APR, Pugliese Public Relations

The goal of public relations is to portray your business in the best possible manner.  This can range from establishing yourself in the marketplace to crisis management.  Unlike advertising, your goal is not to pay for space in the media but to persuade the media to take an interest in your business and to write or report on your business activities.

Below are the three biggest mistakes to watch out for when handling your public relations:

Regarding Public Relations as a Short-Term Fix

Public relations is a long-term investment and the relationship with the media—and with the consumers who will be touched by that media—should be something that is allowed to grow and flourish.

Thinking Public Relations Can Replace Good Business Practices

You can have the most glowing story in the world on the evening news, and if consumers are disappointed by what you deliver, it will not matter. You cannot hide behind public relations.
 
Not Doing Your Homework

The first three letters in “news” are n-e-w and if your message is not fresh in some way, the media will not be interested. Think about what you look for in your daily paper and what would interest you, then think about what your customers would be interested in knowing about your business rather than in what you think they should know. That’s what would make a good idea for the media.

When to Outsource Public Relations

You will know it is time to outsource if you simply cannot do the job yourself, either because you don’t have the time, or because you don’t have the talent. Unlike what some people might think, public relations is difficult and, if you find yourself missing reporters’ deadlines, it is time to outsource—reporters never forget someone who has made them look bad by missing their deadlines.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual—A Guide for Entrepreneurs.  She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com.  Her web site is www.PugliesePR.com. 

Article excerpted from e-book, How To Work With The Media, by Tina L. Pugliese, APR.