{"id":30929,"date":"2016-08-31T13:04:45","date_gmt":"2016-08-31T13:04:45","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2016\/08\/31\/how-to-be-a-pr-pain-in-the-arse\/"},"modified":"2016-08-31T13:04:45","modified_gmt":"2016-08-31T13:04:45","slug":"how-to-be-a-pr-pain-in-the-arse","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/how-to-be-a-pr-pain-in-the-arse\/","title":{"rendered":"How to Be a PR Pain in the Arse"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-13540\" src=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2016\/08\/expert-pr-tips.jpg\" alt=\"Expert PR Tips\" width=\"799\" height=\"599\" \/><br \/>\n&nbsp;<br \/>\nSearch the hashtag <a href=\"https:\/\/twitter.com\/hashtag\/prfail\">#PRFail<\/a> on Twitter and you\u2019ll find reams of journalists\u2019 pet peeves. Some of their gripes may seem a little petty, but when you consider the influx of pitches they have to deal with on a daily basis, it\u2019s easy to see why they\u2019re annoyed.<br \/>\n&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">You totally get me <a href=\"https:\/\/twitter.com\/hashtag\/PRFail?src=hash\">#PRFail<\/a> <a href=\"https:\/\/t.co\/ozlcXV6lvk\">pic.twitter.com\/ozlcXV6lvk<\/a><\/p>\n<p>\u2014 Claudia Peschiutta (@ReporterClaudia) <a href=\"https:\/\/twitter.com\/ReporterClaudia\/status\/769213018517282816\">August 26, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\nBelow are the five worst things you can do when pitching the media. Avoid making these mistakes and you\u2019ll incur the good graces of journos everywhere. Ignore the advice and you\u2019ll find yourself languishing in someone\u2019s junk folder before the week is out.<\/p>\n<p>&nbsp;<\/p>\n<h2>Empty Pleasantries<\/h2>\n<hr \/>\n<p>A recent tweet by the Independent\u2019s Editor in chief caused outrage among the PR community when he admitted that he deletes emails that begin, \u201cHi, hope you\u2019re well.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Sides were taken and things got heated (as they do in the Twitterverse), but I\u2019m with the Ed on this one. Using a false or hollow sentiment is a waste of an opportunity. Instead, he advocates getting straight to the point. Everyone\u2019s busy and let\u2019s face it, you\u2019re not pals or anything. So rather skip the pleasantries and say why you\u2019re getting in touch.<\/p>\n<p>&nbsp;<\/p>\n<p>Once you\u2019ve established a relationship with them, then by all means, lead with a friendly greeting: ask after their dog, expound about the weather, whatever, just say it like you mean it. In other words, don\u2019t ask if you don\u2019t really care.<\/p>\n<p>&nbsp;<\/p>\n<h2>Poorly Targeted Press Releases<\/h2>\n<hr \/>\n<p>It doesn\u2019t matter how many times PR people <em>say<\/em> they \u2018target\u2019 their press releases \u2013 far too often they simply mail bomb a load of contacts and publications with vaguely relevant titles.<\/p>\n<p>&nbsp;<\/p>\n<p>While this may not always be immediately damaging, over time the approach will render your emails meaningless. They\u2019ll fall into the \u2018white noise\u2019 category and will ultimately be missed by the people who you want to read them.<\/p>\n<p>&nbsp;<\/p>\n<p>Instead, send unique, purpose built emails to the journos or editors you know and spend some time researching the ones you don\u2019t before getting in touch. Familiarize yourself with the nuances of the topics they cover first and then send a pitch explaining why it fits into their area of coverage.<\/p>\n<p>&nbsp;<\/p>\n<p>This small bit of effort alone will go a long way to fostering a great relationship with the publication in question. While we\u2019re on the subject of making an effort, another pet peeve most people have about the PR set is their propensity for getting the intended recipient\u2019s name wrong.<\/p>\n<p>&nbsp;<\/p>\n<p>Check and double check before you hit send. Everyone can make mistakes, we\u2019re human after all. Just make sure it\u2019s not the name.<\/p>\n<p>&nbsp;<\/p>\n<h2>Being Too Corporate<\/h2>\n<hr \/>\n<p>Effective journalism is the art of communicating complex issues clearly. Far too often, marketing materials communicate straightforward issues in a complicated fashion. One sure fire way of earning the PR pain of the month award is to submit a press release or article that\u2019s padded to the hilt with meaningless marketing sentiment and management buzzwords.<\/p>\n<p>&nbsp;<\/p>\n<p>Some of <a href=\"http:\/\/www.thedrum.com\/stuff\/2016\/02\/09\/10-most-annoying-pr-jargon-terms-revealed\">these phrases are so overused<\/a> that journalists have taken to ridiculing them online. This, as you can imagine, is not good PR for you or your client. <a href=\"https:\/\/ig.ft.com\/sites\/guffipedia\/\">The FT even has a microsite and column<\/a> dedicated to showcasing the worst examples of this corporate non-speak, don\u2019t let your client be one of them.<\/p>\n<p>&nbsp;<\/p>\n<h2>Phone Follow-Ups<\/h2>\n<hr \/>\n<p>Don\u2019t get me wrong, speaking to a journalist is still by far the best way to build rapport. Nagging, on the other hand, will get your nowhere. Fast. If you do call a journalist then never utter the universally despised phrase, \u201cDid you see my press release?\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>This is a guaranteed one-way ticket to PR pain-in-the-arse-ville. The road back is so long and arduous that few (if any) ever return.<\/p>\n<p>&nbsp;<\/p>\n<p>A far better approach would be to prepare a simple and to the point pitch. Mention that you sent news over, but then offer them something fresh as well, like an interview. Make sure you know the content and argument well though; this isn\u2019t the time for winging it.<\/p>\n<p>&nbsp;<\/p>\n<p>Then, if they say no, accept your losses and move on. Not everyone is going to like everything you send. That\u2019s just the way it is.<\/p>\n<p>&nbsp;<\/p>\n<h2>Quirky, Novel or &#8216;Funny&#8221; Pitches<\/h2>\n<hr \/>\n<p>Defining this isn\u2019t easy, which is exactly why you shouldn\u2019t use it. Your sense of humor, or worse, your client\u2019s sense of humor, might not resonate with the person you\u2019re pitching.<\/p>\n<p>&nbsp;<\/p>\n<p>They\u2019re already fielding hundreds of emails every day, so don\u2019t let a badly timed joke be the reason they send you hurtling into the spam folder. Instead, err on the side of caution and avoid anything that could be misconstrued or misunderstood by a journalist.<\/p>\n<p>&nbsp;<\/p>\n<p>Stick to the facts and communicate your news as clearly and concisely as possible. Remember point number three?<\/p>\n<p>&nbsp;<\/p>\n<p>Keep these pointers front of mind when pitching and before you know it you\u2019ll have developed a reputation as someone who knows how it\u2019s done. When that happens, you\u2019ll find that journalists may even start reaching out to you.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Bio<\/strong><\/p>\n<p>Tom Farthing is Head of Media Relations at <a href=\"http:\/\/toplinecomms.com\/\" target=\"_blank\" rel=\"nofollow\">TopLine Comms<\/a> a UK-based integrated marketing consultancy with an international client base. From data scientist to radio producer at the BBC, Tom tried on many hats before finding a trilby that suited his passion for people and pitching.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Search the hashtag #PRFail on Twitter and you\u2019ll find reams of journalists\u2019 pet peeves. Some of their gripes may seem a little petty, but when you consider the influx of pitches they have to deal with on a daily basis, it\u2019s easy to see why they\u2019re annoyed. &nbsp; You [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15583],"tags":[16938,16745,16939],"class_list":["post-30929","post","type-post","status-publish","format-standard","hentry","category-content-writing","tag-expert-pr-tips","tag-pr","tag-press-release-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Be a PR Pain in the Arse - Brandignity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/brandignitybeta.com\/demo\/brandlatest\/how-to-be-a-pr-pain-in-the-arse\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Be a PR Pain in the Arse - Brandignity\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Search the hashtag #PRFail on Twitter and you\u2019ll find reams of journalists\u2019 pet peeves. 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