Top 5 Common PR Mistakes and How to Avoid Them

Public relations (PR) is a powerful tool for building brand awareness, viability, credibility and so much more. However, even the best-intentioned PR efforts can fall flat if common mistakes are made. To help you maximise your media coverage and build strong relationships with journalists, here are five common PR mistakes—and how to avoid them. 

1. Overly Promotional Messaging 

   PR is not advertising. Many businesses make the mistake of treating press releases and media pitches as sales tools rather than as opportunities to provide value. Journalists are looking for newsworthy, engaging and relevant stories.💡 Solution: Focus on storytelling, industry trends, and the value your news brings to the audience. Make sure your message is informative, engaging, and offers something meaningful to readers. 

2. Poor Timing 

   Timing is everything in PR. Sending out press releases at the wrong time, such as during major news events, holidays etc can significantly reduce your chances of getting media attention. Journalists are often inundated with pitches, so bad timing can result in your story being overlooked.💡 Solution: We recommend sending your press release in the morning to increase visibility. Always avoid major holidays or big industry events unless your story directly relates to them. 

3. Lack of a Clear Strategy

   Many businesses dive into PR without a well-thought-out plan, sending out random press releases or pitching to journalists without a clear objective will lead to a wasted effort and minimal impact.💡 Solution: When creating a press release or pitching to the media, ensure you have a clear key message. Your story should add value to the audience and align with your overall business goals. A structured PR strategy will improve your chances of success. 

4. Targeting the Wrong Media 

   A common mistake is sending press releases to journalists or media outlets that don’t cover your industry or niche. This not only leads to your pitch being ignored but can also harm your reputation with journalists.💡 Solution: Do your research before reaching out. Tailor your pitch to the right journalists who cover your industry, ensuring your story is relevant to their audience. A well-targeted pitch increases your chances of securing media coverage. 

5. Failing to Personalise Pitches 

   Journalists receive countless pitches every day, and generic, mass emails often go straight to the bin. A lack of personalisation can make your outreach feel impersonal and unengaging.💡 Solution: Take the time to personalise each pitch. Address the journalist by name, reference their previous work, and explain why your story is relevant to their audience. Building relationships with journalists through thoughtful, tailored communication will enhance your PR success. 

Avoiding these common PR mistakes can significantly improve your chances of securing media coverage and building strong relationships with journalists. By crafting newsworthy stories, pitching to the right audience, and maintaining a strategic approach, you can maximise the impact of your PR efforts.

Need help refining your PR strategy? Why not jump on our business growth call with Carey Ann where you get tailored feedback and helpful guidance that will help you grow your business? Click here to find out more.