You might have a brilliant product or service, but if no one knows about it, how the hell can you grow your business and attract new customers?

This is exactly where public relations (PR) comes in and it is such a valuable and extremely cost effective tool for business. Like any specialist skill, there are some obvious pitfalls that are worth noting and avoiding. Afterall, these can cause harm to a brand's reputation, credibility, and relationship with its audience and the media.

Nurturing relationships is essential for any business to success, yet it’s easy to make some missteps if you’re not aware of potential pitfalls, the good news is that we’re here to help! Here are our top five PR pitfalls and how to avoid them to protect your brand’s reputation and make the most out of your publicity efforts.

1. Lying & Misleading

Truth and transparency are the foundation of PR. Misleading statements or exaggerations may get attention in the short term but can backfire big time, leading to a loss of credibility and trust that’s incredibly hard to recover from. Bold claims that don’t align with reality or are overly self-promotional can damage a brand's credibility and reputation. It's better to under promise and overdeliver, rather than create false expectations.

2. Using Jargon or Complex Language

Overusing industry jargon or convoluted language can alienate or confuse audiences. PR should aim for clear, straightforward communication, so the message resonates with a broad audience.

3. Timing is everything

Failing to plan and missing key dates, trends, or events can diminish the impact of a PR campaign. Some people are great planners but poor implementers others mad for action and dive at activity without a strategy or even a view of the bigger picture. Timing is everything in communications; coordinating your efforts with relevant events or current trends can make a huge difference in getting publicity for your business. We can’t stress this one enough. People want ‘the news’ as it happens not days later so you’ve got to be ready and publicise efficiently.

4. Lengthy releases

Long, drawn-out meandering press releases are a sure way to lose interest. The media and the public value clear, to-the-point information. Aim for concise, engaging press releases that highlight the key points upfront. Short, sharp sentences is the way to go. If further details are necessary or you’re not sure simply include them at the end or offer your contact details for more information. A well-structured, concise release will improve the chances of your story being picked up.

5. Avoid Overly Promotional Language

Press releases should maintain an objective, factual tone. Avoid sounding like an advertisement or your content will be sent straight to the advertising department, and you’ll be hounded for paid advertising. Present your news in a straightforward manner, using quotes to highlight positive aspects. Overly promotional language can undermine credibility and turn off journalists from reading between the lines of your content even if it also shares quality news.

Avoiding these PR pitfalls is essential to maintain a brand's integrity, credibility, and positive relationship with its audience. Successful PR is about honesty, adaptability, and genuine connection. On that note, I’m often asked what exactly is PR? How does it work? And how can a business like mine benefit from PR? We wrote a blog recently that answers all those questions and more go check it out here.

Stay tuned for more insights and tips from Carey-Ann, and don’t forget to follow us @redprire on our social channels and sign up for our newsletter here https://www.redpr.ie/newsletter-sign-up.