Summer is the time for road trips and short cuts, but taking shortcuts can lead to mistakes- especially when it comes to public relations.  In this issue, we are on the front-lines trying to stop PR offenders who make common mistakes when trying to get their news covered by the press. In order to help all of these offenders, we have compiled a list of pet-peeves, mistakes, and just plain No-No’s when it comes to getting your news covered by reporters and editors. If you can find your PR personality below, it’s NOT a good thing. Let us repeat: It’s not a good thing. Use the suggested quick fixes to make peace with your industry’s media people.         

The Generic E-mail Blaster
Offenders, you know who you are. You blast e-mails with generic messages to over 1,000 editors and reporters, in hopes of generating media coverage. Then you even call these poor journalists (who, by the way are on deadline) to see if they received your generic e-mail. Shame on you!      

Quick Fix:
Send personalized e-mails to a select list of contacts that you have carefully researched and identified, so that this information gets into the correct hands. For example, you wouldn’t send a press release about mobile gaming to a sports editor (this is a major No-No).     

The Shameless Self-Promoter
This offender mistakes PR for advertising and shamelessly promotes how great they are to editors and reporters. The purpose of publicity is to inform the public about newsworthy happenings. Remember, editors and reporters are thinking from the perspective of what could interest their audience, not how great you are.    

Quick Fix:
Think news. Media professionals receive thousands of press releases each week, so make it worth their time by including new and interesting angles or news-related themes. For example, when most people think of real estate, they think of buildings. But one of our clients put in 1,000 hours of employee volunteer time at non-profits across the city. Now that is down right newsworthy!  

The Harasser
The Harasser first calls to make certain the reporter received their press release. Then he/she e-mails them to make sure they received his/her press release, and just to make sure they received his/her last phone call and follow-up e-mail, he/she calls again. STOP!  

Quick Fix: 
All these efforts are doing is ensuring that your name is blacklisted. Harassment only serves to guarantee that your phone calls never make it past the receptionist. If they are interested, journalists will call YOU. If you sent an e-mail or phone call and two-weeks have passed, of course you may want to pick up the phone, but first ask the reporter if they are busy, then just politely remind them about the contents of your press release and inquire about the status. If at first you don’t succeed, try and try again (but have ideas ready).   

The Thankless (Fill-in the blank) 
Good news! Your company just had a huge media blitz, with coverage by everyone from the Wall Street Journal to your local news station. You have been basking in your PR glow for two-weeks now, but you failed to personally thank those journalists who took the time to write about you. Tisk, tisk, tisk.     

Quick Fix:
Media coverage can range from a three-line sentence mentioning your company, to a three-minute broadcast and beyond. However, all coverage deserves thanks no matter how big or small. Simply handwrite (preferably not e-mail) a note to the journalist who took the time to cover your story. This will help cultivate a positive relationship moving forward.  

The Pessimist
Maybe you had a bad relationship with a past PR agency, or perhaps you’ve been sending out press releases and story ideas that have gotten no pick-up from the media. You’ve sworn off public relations, and you feel that the annual Christmas photo cards are enough to get your company’s name circulated.   

Quick Fix:
The worst thing you can do is give up. PR is part art and part science that develops over time. In other words, it is a marathon, not a sprint. Foster relationships with media contacts and keep looking for unique angles and newsworthy happenings to promote.