As Halloween approaches, we thought we’d share some horrors of our own: mistakes we’ve witnessed in the communications world. We’re not talking truly serious errors that result in calamity, but rather missteps that simply don’t serve clients well.
“When a PR professional tells the client the story is one that everyone wants to hear and many reporters will cover. Often, it takes a few press releases, inserting a client into a timely conversation, and/or changing the messaging to garner attention by the media. Not every story is ‘front page.’ It takes time, patience, and creativity to get placement for a client.” - Becca
“I find it horrifying when communications professionals don’t return reporters’ phone calls or emails quickly. Sometimes it’s their clients who are holding them back, but it’s crucial to find a way to let reporters know that you’ve received the outreach, you’re cognizant of the deadline, and that you’ll make every effort to help. When I was a reporter, sometimes it was enough to know that your call or email had been received; that way you weren’t wondering if you were contacting the wrong person or someone who had left their job!” - Duby
“Much like the fingernails of Freddy Krueger across a blackboard, it makes me cringe to see people unaccustomed to dealing with reporters go into an interview without proper preparation. Failing to prepare can lead interviewees to ramble, go off message, or say more than they want to, resulting in a blown opportunity or worse. Most interviews are likely to yield only a quote or soundbite or two, so having a concise, clear message and sticking to it is critical. Giving clients helpful hints, such as - having your top 3 messages ready and stick to them; when you finish answering the question, stop talking; and, restate the reporter’s question at the beginning of your answer – can help them calmly approach what can often be a stressful, unfamiliar situation.” - Maura
Let’s all be conscious communicators and limit the frights to Halloween!