Lessons learned from #PRfails in pitching

pr-fails

Ten percent of social media users complain daily via a status update, tweet or other public communication, according to a study from VentureBeat.com. My guess is that number would be a lot higher if we posted a status update every time we considered complaining; sometimes discretion wins, and mumbling to ourselves must suffice.

As media relations professionals, we can learn a lot about better ways to pitch our targets if we take note of journalists’ gripes that do make it to public status. I’ve been keeping track for a few months to see what frustrations with PR folks push journalists over the edge. Below are a few real tweets from journalists along with my lessons learned. These are just some of the ways PR pitches can go sideways–for more advice on avoiding #PRFails, download our free guide 5 Reasons Your Media Relations Strategy is Failing.

Do make spokespeople and key executives available for actual interviews (unless there are extreme circumstances.) And I know Scott Mayerowitz, who is an Associated Press airline reporter, would likely disagree with my words in parenthesis.

Get the person’s name right, including the spelling. I’d be a hypocrite if I said I’ve never messed this up — at a certain point, you’re going to type the wrong name or spell one incorrectly. But, as a “Stacey” with an “e” that my mom tells me was unintended (long story), I know we should always do our best.

If you’re going to be off target, at least be entertaining. Well, I’m being a bit sarcastic, but yes, try to avoid ridiculous and off-target pitches.

Explain the company, briefly. We all aren’t representing Google or Apple.

Exclamation points and attachments are equally unwelcome.

Good luck with your pitches today. May they bring you a successful contact leading to a potential story versus a tweet with a #PRfail.

Free download: 5 reasons your media relations strategy is failing

Stacey Brucia

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