PR slip-ups can happen to even the most experienced professionals. Venelize de Lange from media update unpacks five common PR faux pas and how to dodge them before they derail your next campaign.
As we well know, the public relations industry is as fast-paced as they come. A single misstep can undo months of strategy and lack of proper planning can mean your crisis communications fall flat. From sloppy targeting to tone-deaf messaging, the smallest details often have the biggest impact.
So, here are five PR mistakes to avoid if you want to keep your credibility (and your campaign) intact:
1. Pitching Without Purpose
When your pitch sounds like an advert, you lose the media’s attention. Journalists don’t care about your product — they care about the story behind it. Lead with relevance and value, not self-promotion.
2. The ‘Spray and Pray’ Approach
Blasting the same press release to dozens of unrelated journalists is a rookie error. It’s better to target through personalisation and reach the right people. Tailored outreach builds trust; mass emails burn bridges.
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3. Neglecting to Follow-Through
Landing coverage doesn’t mean the job is done: you also need to follow through on the promises you made. Failing to send promised materials or track results signals unprofessionalism. Always deliver promptly, follow up courteously, and evaluate your impact.
4. Forgetting Crisis Readiness
Ignoring crisis communication until it’s too late can be fatal. Make sure you have a plan: designated spokespeople, pre-approved messaging and established escalation protocols. A calm, honest response can save your reputation.
5. Not Maintaining Relationships
Good PR prioritises maintaining relationships. If you only reach out when you need something, journalists take notice. Keep connections warm through authentic engagement, even when you are not pitching new ideas or campaigns.
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Successful PR isn’t about getting the most attention — it’s about nuance. Know your story, know your audience and nurture your relationships. If you avoid these five major faux pas in PR, your next campaign will be the success it was meant to be.
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**Information sourced from Medium, determ and LinkedIn