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DON’T: use PR for knee-jerk, half-baked ideas.
DO: be strategic in your approach in developing an overarching PR program that includes clearly defined goals, strategy and tactics.

DON’T: giveaway proprietary trade secrets.
DO: provide broad brush strategies that demonstrate your knowledge and expertise.

DON’T: sell products and services.
DO: share useful information.

DON’T: pitch old ideas that have already been covered to death.
DO: pitch newsworthy and fresh angles that address important and timely issues.

DON’T: write a press release without understanding basic PR etiquette.
DO: familiarize yourself with industry standards like Associated Press style guidelines.

DON’T: call a media outlet on deadline days, or make demands.
DO: your homework and be respectful that reporters are on deadline; understand the outlets audience, distribution, lead-times, tone, etc.

DON’T: Send out a press release without identifying the best person to represent the company.
DO: Choose a spokesperson for the company that can speak knowledgeably, and who is poised and polished and prepared with interview talking points. (PPR provides media coaching)

DON’T: Send anything out without ensuring you’ve provided the five “Ws”: who, what, when, where, why.
DO: make it easy for the journalist by providing company website and contact information and a specific press contact designated to assist with coordinating photography and interviews, as needed.

DON’T: Be long winded on the phone or in an e-mail.
DO: Make your pitch succinct and relevant to the topics covered by the outlet and their readership/listeners.

DON’T: Make a call without your press release in front of you, with all pertinent information.
DO: Be prepared to act at a moment’s notice to meet reporter’s/editor’s deadlines.

DON’T: Blindly call editors pitching your press release or story idea.
DO: Download target outlets media kits for relevant editorial opportunities.