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DQ News: PR Gaffes That Can Sink a Company’s Ship

As every business knows, getting the right quantity and quality of public relations material out about one’s company is paramount to being successful.

On the flip side, sending the wrong message can lessen one’s impact and even lead to damage control at times.

The first and most important thing to recognize is that PR is different from advertising and marketing. That being said, you would be amazed at how many company heads still don’t get that fact.

For those executives who still don’t quite get it, your PR efforts should go towards portraying your company in the best light. Quite simply, reach out to those who can assist in promoting what you do and be your mouthpiece for all to hear.

If you’re an outside agency or a PR pro in-house and the company suits are still a little out in the dark as to why they have you in the first place, remind them of why public relations plays a key role in company perception.

When the business you represent is trying to promote a campaign or run damage control, there are several factors to take into account:

• Timing of your campaign – When handling a PR campaign, remember that your audience will need some leeway. If you’re wanting announcement of an event coming up, let newspapers, online sites, magazines etc. know well in advance so they can make room for an announcement;
• Release filled with grammatical issues – Nothing is more embarrassing than sending out a release with typos, incorrect dates and times, wrong contact info etc. While your company may not have a proofreader on staff, make sure the release or video is checked for errors before releasing it;
• Random release – The chances of your release getting picked up improve if you have a targeted individual to send them to. Sending off a release to “whom it may concern” can end up going nowhere. Take the minute or two to locate the right contact person so the release gets to them, along with giving you a point of reference for follow up;
• Follow up on your campaign – It is inevitable that some individuals will have additional questions regarding your campaign. Be ready to provide the answers so that your release isn’t dispatched to the round file. You also want to have a follow-up email and/or phone call to make sure the release was received;
• Damage control quality – No company likes having to do damage control, but it is almost inevitable if one is in business for a long period of time. The important key here is not making it a personal attack. Whether you’re responding to the media or discussing a competitor, keep the comments professional. The last thing you need is bad PR that leads some to wonder about ever doing business with you again.

As any PR professional can tell you, a company isn’t made in a day and a problem is not solved overnight.

Whether working for in-house or outsourced PR, come together on a unified message, a message that will resonate with your audience.

About the Author: Dave Thomas is an expert writer on items like business copiers and is based in San Diego, California. He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs at Resource Nation.

Photo Credit: notsogoodphotography

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