{"id":9777,"date":"2019-12-02T12:11:38","date_gmt":"2019-12-02T12:11:38","guid":{"rendered":"https:\/\/www.openbusinesscouncil.org\/?p=9777"},"modified":"2019-12-02T12:11:38","modified_gmt":"2019-12-02T12:11:38","slug":"marketing-campaign-5-pr-mistakes-and-how-to-fix-them","status":"publish","type":"post","link":"https:\/\/www.footballthink.com\/marketing-campaign-5-pr-mistakes-and-how-to-fix-them\/","title":{"rendered":"Marketing Campaign: 5 PR Mistakes And How To Fix Them"},"content":{"rendered":"
\"Digital
Digital Marketing: 5 PR Mistakes And How To Fix Them<\/figcaption><\/figure>\n

The world of PR is a confusing one, especially if you\u2019re new to it. Finding what works for your business doesn\u2019t happen overnight, as you probably already know! Without much experience, PR can seem like feeling your way in the dark. As professionals, we\u2019ve identified the most common mistakes companies make in their PR strategy<\/a> \u2013 we\u2019re not trying to be harsh here, it\u2019s just easier if you know about it sooner than later.<\/p>\n

Jordan Baker, CEO of Sanity Marketing who has worked with over 120 clients from the House of Commons to the Crowne Plaza Hotel chain, reveals 5 PR mistakes you\u2019re making (without even knowing it):<\/p>\n

1. You\u2019re assuming people care \u2013 <\/strong>this is a biggie. To assume that people (especially stressed out, busy journalists) care is the wrong starting point. The correct starting point is \u2013 they couldn\u2019t care less \u2013 think to yourself \u2018what can I do to make them care?\u2019 It\u2019s a hard pill to swallow for some marketers and especially for business owners.<\/p>\n

How to fix it \u2013<\/em> what do journalists want? Content. When do they want it? Now. They will care indefinitely more if you have content they can use \u2013 a new concept, a new story, a new angle \u2013 but remember \u2013 it\u2019s the content they want \u2013 that\u2019s your Trojan Horse to get that coverage.<\/p>\n

2. You\u2019re not tailoring your press release \u2013<\/strong> sending out mass-emails to loads of different publications may seem like it\u2019ll save you time, but it won\u2019t. You need to spend the time getting to know your audience, so your press releases don\u2019t get deleted as soon as they hit the inbox. I\u2019ve heard of female journalists being sent review opportunities for close shaves \u2013 not cool.<\/p>\n

How to fix it \u2013<\/em> create a series of lists of different journalists according to what you are selling in.<\/p>\n

3. You\u2019re waffling in your press release \u2013<\/strong> being clear in your message is key to getting results. Waffling on just bores whoever you\u2019re talking to, especially if you\u2019re trying to pitch your business for the first time. In other words, spit it out!<\/p>\n

How to fix it \u2013<\/em> stick to one page and set out the press release in a clear concise way. Ask colleagues and friends to sense check for you.<\/p>\n

4. You don\u2019t know what you want or how to measure success \u2013<\/strong> aside from money and success (beauty and youth \u2013 just me?), you\u2019re not sure what you want from your PR efforts. Remember, PR is a slow-moving, long-term activity and rarely a tangible one. Most importantly, one article does not make a business successful.<\/p>\n

How to fix it \u2013<\/em> have clear expectations \u2013 PR is brand awareness \u2013 more people will learn about you. You should see more organic search and direct traffic to your website (as more people search and find you) and referral traffic (traffic from other sites) will go up with people clicking through from online articles. All that new traffic should get you more people enquiring and buying from you. I\u2019d suggest most publicity is good publicity (don\u2019t be a snob \u2013 it\u2019s all backlinks and exposure) and get out there as much as you can.<\/p>\n

5. You\u2019re too targeted \u2013<\/strong> my method is this \u2013 be as broad as possible \u2013 your little niche is included in everybody. Too often people say my demographic are \u201921 to 21\u00bd year olds with red hair, a beautiful smile, who like small dogs, holidaying in Ibiza and walks on the Welsh mountains\u2019. That\u2019s great to know but not very useful for your PR efforts. PR is about getting coverage \u2013 you want to offer journalists content they can use \u2013 the more general the better \u2013 9 times out of 10 it\u2019s a show of what topics you are an expert on rather than your content being published verbatim. PR is a mass-appeal, broad exercise \u2013 it\u2019s the dynamic in the water to fish. The time to be targeted is later on (through remarketing \u2013 ads (engaging with your website users), newsletters and sales pitches.<\/p>\n

How to fix it \u2013<\/em> offer regular, engaging content with broad appeal. As an agency we send out a plethora of content \u2013 not all marketing related. We want backlinks and exposure. Don\u2019t be so precious that the press page on your website remains empty!<\/p>\n","protected":false},"excerpt":{"rendered":"

The world of PR is a confusing one, especially if you\u2019re new to it. Finding what works for your business doesn\u2019t happen overnight, as you probably already know! Without much experience, PR can seem like feeling your way in the dark. As professionals, we\u2019ve identified the most common mistakes companies make in their PR strategy […]<\/p>\n","protected":false},"author":7,"featured_media":9778,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":""},"categories":[11726],"tags":[3711],"acf":[],"yoast_head":"\nMarketing Campaign: 5 PR Mistakes And How To Fix Them - OpenBusinessCouncil Directory<\/title>\n<meta name=\"description\" content=\"Without much experience, PR can seem like feeling your way in the dark. 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