Top 5 media relations mistakes and how to avoid them

When it comes to representing your company in the media, managing media relations effectively is crucial. Mistakes in media relations can lead to miscommunication, negative publicity and a damaged reputation. Because of this, knowing how to avoid the main mistakes is invaluable. Let’s look at the five most common mistakes public relations (PR) professionals make when dealing with the media.

Mistake #1: Ignoring the media during a crisis—Some believe that by staying silent, the issue will receive less attention, however ignoring the media during a crisis is one of the most detrimental errors you can make. A lack of response from your company leads to others filling in the message for you, leading to speculation and mistrust. (Note: This includes saying, “No comment,” when asked about the crisis.)

Solution: Always acknowledge media inquiries, even if you don't have all the details yet. A simple statement like, "We are currently gathering more information and will provide an update shortly," can go a long way in maintaining credibility. Keeping communication lines open shows transparency and helps build trust with the media and the public.

Mistake #2: Responding too quickly and without preparation— Whether in the midst of a crisis or not, the pressure to respond immediately can be overwhelming. However, reacting too quickly without accurate information or prepared statements can lead to misinformation and unprofessional responses.

Solution: If you receive a media inquiry and need time to gather your thoughts, it's perfectly acceptable to ask for a brief period to prepare. For example, saying, "May I call you back in half an hour?" may allow you the time to gather your thoughts and provide an accurate, thorough response. This allows you to ensure your key messages are communicated clearly and consistently. “I don’t know” is a powerful statement and the right thing to say if you need time to gather the information to make an approved, official statement.

Mistake #3: Failing to provide unique content—Moving away from crisis communication, another pitfall in communicating with the media is failing to tailor your messaging to the journalist to whom you are sending your PR piece. Media outlets expect unique content and will only publish content that addresses their specific audience and interests. Sending the same pitch or story to multiple outlets without customization can lead to irrelevant or repetitive coverage, diminishing your chances of gaining media attention.

Solution: Take the time to use unique angles or aspects of the story for each media outlet and make sure it aligns with their focus and readership. Customized content shows that you understand the media outlet's unique needs and can provide valuable, relevant information. As a result, it increases the likelihood of your story being published.

Mistake #4: Not understanding the target publication—Pitching stories without understanding the target publication's audience, voice and content can result in misaligned pitches that are quickly dismissed.

Solution: Spend time researching each publication, reading their articles and familiarizing yourself with their style and topics. Knowing the publication's audience and editorial focus will help you tailor your pitches more effectively and increase the chance of your story being picked up.

Mistake #5: Neglecting personal relationships with media contacts—Building and maintaining personal relationships with media contacts is crucial for effective media relations. Neglecting these relationships can make your pitches less likely to be considered.

Solution: Follow key media contacts on social media and engage with their posts to show interest in their work. Personal touches, such as congratulating them on personal milestones or understanding their professional interests, can go a long way in fostering strong relationships. Building media relationships is a key part of effective media communication and PR best practices.

Avoiding these common media relations mistakes can significantly improve your communication strategy and media coverage. By understanding, respecting and proactively engaging with the media, you can enhance your media relations strategies and maintain a positive, mutually beneficial relationship with media contacts.

AOE has experts who are experienced in fostering strong relationships with media contacts and communicating with the media at the right time and in the right way. Contact us to start a media relations conversation today!