It’s easy to look to PR as the solution for everything, and it’s true that within the right hands, it can certainly help boost a campaign, simmer a crisis or skyrocket a brand. But there are three common PR mis-steps that you will want to avoid at all costs, each of which can do some serious damage to your credibility as a company.

Too Much Outreach

Remember that old story about The Boy Who Cried Wolf? So many businesses send out a press release for everything and the one thing they don’t think about is – what happens when there is a true, bonafide news story to share? Will there be anyone to listen? Beware of flooding your media contacts with a barrage of news announcements on an ongoing basis. It’s good to stay visible but vary up your tactics for doing so and don’t overwhelm the only ears out there willing to listen to you.  Pick up the phone to reach out to your media contacts when you have NOTHING to “sell” them on once in a while.  It is refreshing for them to know that they don’t only serve as a means to an end for you and your client.

Missing Out on Real Opportunity

I’ve witnessed this one. A company gets involved in a campaign with one specific objective, but in the process of getting involved, a perfectly good unexpected secondary opportunity results and you know what? The company completely misses the boat! They’re so focused on what they came to do that they totally lose sight of what they’re actually accomplishing. Sometimes you’re fortunate, and you can accomplish all you want and then some. So it’s always a real plus to keep your eyes open at all times for those other benefits that may be peeking around the corner. You don’t want to miss out on a good thing – especially when it’s a free, unplanned opportunity!

Great Message, Bad Timing – PR Has Seasons

So you have this wonderful connection to a breast cancer survivor story and instead of piggybacking on the many great media stories being covered across multiple media outlets during Breast Cancer Awareness Month (October), you decide to share this message during when? Two months later! Doh! Always be aware of timing when preparing your message, not only about the most opportune time for your message’s delivery, but also when it would NOT be so appropriate. Is your message going to face obstacles at a particular time because of an event that just happened or a pervasive mood in the community or country? You don’t want your message to get lost in a mire of bad timing. Plan the delivery as much as you plan the message content itself.

I always joke that PR isn’t rocket science but it is a series of pieces fitting into the right place on the puzzle at exactly the right time, and that, my friends, doesn’t happen accidentally. A little thought put into your PR planning now could save you a ton of headaches later.