Examining PR Bad Habits: A Closer Look at Media Frustrations
Understanding the Root Cause
Scrolling through social media platforms like LinkedIn exposes us to a plethora of PR “bad habits”, which have been detrimental to our relationships with the media. Journalists are vocal about their frustrations, hindering our chances of securing the coveted coverage for our clients.
In the words of industry experts like Parry Headrick, founder of Crackle PR, many reporters perceive PR professionals as pushy salespeople rather than trusted sources. This negative reputation is often warranted by instances of tone-deaf PR approaches that lack proper research and personalization in their pitches.
Common mistakes in PR include the use of industry jargon, grammatical errors, sending irrelevant pitches to reporters, overstating capabilities, and resorting to mass pitching that devalues individual relationships with journalists.
Training and Development Deficiencies
The responsibility of media relations often falls on junior PR professionals, who are prone to making errors due to lack of experience and guidance. Senior executives typically handle client strategy, leaving junior staff to navigate media relationships with minimal oversight.
According to Michelle Garrett, who authored ‘B2B PR that Gets Results’, agencies and organizations often fail to provide adequate training for new PR practitioners. An absence of structured development programs leads to stressful situations where junior hires struggle to effectively engage with journalists.
In some corporate settings, bad PR practices prevail due to a culture of silence and inadequate mentorship. Entry-level employees receive minimal oversight, perpetuating ineffective pitching techniques and corporate jargon-filled communication.
Revamping PR Education and Practices
Recognizing the urgency to address PR shortcomings, professionals like Rachel Fukaya emphasize the importance of continuous learning and self-improvement. While employers play a role in offering initial training, PR practitioners must take charge of their growth by seeking relevant skills and knowledge.
Educational initiatives within agencies can bridge the gap in PR competencies. Establishing mentorship programs, organizing knowledge-sharing sessions with journalists, and creating digital resources for best practices can enhance the skills of PR teams.
Improving pitching techniques, conducting thorough research, and cultivating empathy in interactions with journalists are key steps toward building stronger media relationships. By acknowledging industry faults and upholding ethical standards, PR professionals can elevate the profession and foster mutual respect in media collaborations.
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