Public Relations Pitfalls

What are some of the common pitfalls to avoid in public relations? Poorly written material, too much content, lack of enthusiasm for the pitch, over-hyping, poor research, noisy background during phone conversations and bad timing.   

Written material that is poorly worded, contains spelling errors and is poorly structured will ensure that your press release will end up in the trash. Watch the length. Too much content leads to irrelevant information that needs to be waded through before the reporter can determine what the point is. If you want to grab the reader’s attention, you must be write your pitch concisely. Cover all the relevant points and follow up with information about the event or activity. Use simple, clear language and avoid jargon.

Enthusiasm for your pitch is essential, however, you must ensure that you don’t overdo it.  Remember to smile when you pitch, don’t use too many superlatives or you won’t sound credible. Use facts to support your statements, don’t exaggerate and avoid generalisations. You want to boost the reputation of your brand, generate leads and then convert those leads. To achieve these goals you must protect the brand, promote it through fact sheets and use strong writing skills.   

Poor research will result in a number of issues, including sending your press release to multiple reporters in the same office or targeting the wrong reporter in multiple offices! Do your homework. When emailing, only email one reporter at a time. Know which reporter covers your topic, follow them on social media, create a relationship with them. If you use Twitter, consider following them and use Direct Message so your communications remain private.

Poor research can lead to a lack of purpose, for example, sending out press releases too frequently which don’t provide important updates. Have a plan, know what you wish to communicate and why. If you don’t plan you risk an important announcement being ignored by the press. And don’t forget to check your competitors’ PR efforts. The reporter you are pitching to may have recently written a story on your competitor, take time to research their angle to ensure that your story pitch has a different angle.

Make sure you call from a quiet location with a reliable line, pitching from a mobile phone could be problematic in areas with poor coverage. If you are unable to contact the reporter, consider calling back, rather than leaving a voice mail, which most likely will result in your call being ignored. Be prepared to close the deal by following up. You want to be heard, so be ready with additional information if a reporter has additional questions.

Avoid bad timing by considering lead time for magazines, newspapers, and other media. Consider reading the papers and online publications to keep up with what is going on in the world. This ensures you can avoid poorly timed media releases and could give you a way to relate your event to those recently mentioned in the news.   

Interested to learn more? Toastmasters International is a worldwide non-profit educational organisation that empowers individuals to become more effective communicators and leaders. Contact Picnic Point Toastmasters at Club Picnic Point – 124 Lambeth Street, Picnic Point, NSW 2213.  We meet on the 1st and 3rd Tuesday of the month at 7pm and look forward to helping you attain your communication and leadership goals.  

Social Communication

Our digital world has made it easier that ever to keep in touch, social media and the use of mobile phones is on the rise. But how effective is this form of communication? This casual form of written communication can be misinterpreted without the subtle nuances of body language and vocal variety. And it is more time consuming than a verbal conversation. However, it seems to be the preferred form of communicating in our modern world. Why? It’s convenient and can lead to face-to-face meetings. Social media is a very efficient if you need to broadcast to a wide audience. There are opportunities to join like-minded groups and alleviate loneliness, particularly for the socially isolated. It’s a great tool for networking, giving instant global communication and can promote loyalty. News feed customisation, business opportunities and general communication are easily facilitated. It’s a low cost way to manage campaigns, complete market research and combines marketing with customer service. It facilitates Search Engine Optimisation, promotes content and provides ample data as a feedback mechanism.

On the flip-side we can become overwhelmed buy the volume of information. And what about privacy? There are ways to protect yourself but there is always the risk of account hacking and data leakage. Then there’s information ownership. Does the social media site own the content or do you? Being conscious of sharing your geological location or private information that can be exploited. Cyber bullying can lead to depression and anxiety. Over reliance of online interaction leading to anti-social behaviour – including using the mobile phone whilst driving and constant checking whilst in the company of others. Not to mention an inactive lifestyle, sleep disruption and wasting time. If used for business you will spend an inordinate amount of time posting, dealing with complaints and other non-marketing issues. The lack of control after posting, changes in facebook and twitter algorithms, and the spread of fake news all demonstrate the perils of social media.

Where does social communication fit in the “off-line world”? This relates to when and how you should talk, using gestures and facial expressions. Social communication skills is associated with using language to engage with others, such as making a request. We often change our language to suit the audience or situation. Consider the difference between how you address your boss versus how you address your child. Or when discussing a topic with people who are well versed in the subject compared with an audience who is not au fait with the subject matter. Other rules, such as taking turns speaking, using eye contact, keeping a comfortable distance when speaking face-to-face, remaining on topic, focusing on the other person, and using alternative language to explain what you mean – particularly when you are misunderstood. Then there is the added challenge of understanding what is appropriate in other cultures versus your own culture.

The common link between online and off-line social communication is the opportunity to share information and experiences with others. At least, that’s the perception. In reality, studies suggest that social media platforms distort communications, make it difficult to share thoughts and have a negative impact on people’s social skills. Then there is the noticeable decrease in quality of our daily interpersonal relationships. People are more concerned with creating the perception of having fun rather than creating new experiences in the real world. Furthermore, there is the added issue of people comparing their “bland lives” with their friends’ posts, not realising that – more often than not – their friends’ lives are just as bland.

There is a marked difference in the quality of interpersonal communication since the advent of social media. The common use of shorthand in social media platforms (‘brb’, ‘lol’, ‘m8’, etc) is less effective in real life communication leading to an increase in illiteracy. Poor use of grammar and syntax leads to ineffective communication and an inability to form complex ideas into words. Written language requires clarity, proper use of grammar and syntax, correct spelling and use of vocabulary.

Social communication includes social interaction, where we adjust our communication style based on who we are interacting with. It offers the opportunity to explore and exchange ideas, assists with building relationships, critical thinking and public speaking. The ability to speak in public is an important skill which will enhance your social communication. And it’s a great confidence booster. Public speaking teaches you how to structure what you are going to say in a clear and concise manner. You will learn effective ways to communicate your ideas, make new social connections and expand your professional network. Other benefits includes developing your vocabulary and becoming a better listener.

Ready to improve your social communication skills? Visit Picnic Point Toastmasters! We meet at 7pm every 1st and 3rd Tuesday at Club Picnic Point – 124 Lambeth Street, Panania.

“Electric communication will never be a substitute for the face of someone who with their soul encourages another person to be brave and true. “ ~ Charles Dickens