12 Most Bone-headed PR Mistakes Made Nearly Everyday

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My confession: My frustration level is at about an 11 right now when it comes to client-created PR nightmares. Like most Marketing/PR pros, I care deeply about my clients and their business. Sometimes it’s like watching slow, self induced Chinese Water Torture when I am forced to watch them self emolliate via bad PR mistakes.

Do you want to know the most frustrating part of it all? Most PR is based on common sense. So please, save a PR Pro’s sanity and avoid the following:

1. Not having a plan

You think this sounds crazy? Well, it isn’t – it’s common. Many, many small businesses have absolutely zero PR planning. A word to the wise: it’s part and parcel of your Marketing strategy. Don’t have one of them? Then you ARE behaving like a bonehead. Get one.

2. No core value statement

In order to garner publicity and draw attention to your company, you need to have a statement that sets you apart. If you don’t have one, or if its confused and muddled, your company voice will be unheard or misunderstood.

3. No distribution of your message internally

It does you no good if you, Mr./Ms Boss Man, have a very clear idea of what makes your company special and your employees aren’t living and breathing that message. It is tantamount to having your light buried under a bushel basket. EVERY employee you have must be able to tell anyone who asks what your Core Message is.

4. No distribution of your message externally

If you don’t have the channels of communication set up and regularly used you can’t get your message out. You need to build your community BEFORE you try to speak to it.

5. Having no goals, deadlines or follow up

Think that sounds unusual? Well, it isn’t. How many hours-long meetings have you attended where there was no plan of action set? It happens all the time in business, and it happens all the time in regards to PR. Once you have a plan, have a method to check its progress.

No Measuring Tools: It’s fine to set deadlines and goals, but how are you going to measure success? What measuring tools/methods will you implement and who is in charge of gathering the results?

6. No crisis plan

I don’t care if you sell donuts, shoe polish or consulting services, bad things happen to good companies all the time; most of them aren’t expecting it. Who is the ‘go to guy/gal’ that will oversee your handling of a crisis? What is the approval process to get your message out? How will you communicate/respond?

7. Ignore the importance of timing

The timing of your response has to be as quick as possible. That does not mean knee-jerk or immediately. Certain circumstances may require legal consultation or the input of a busy management team, and it may be many hours before you can respond to PR Issues. Unfortunately in this day and age your audience expects everything to happen ‘faster.’ You need respond as fast as possible while ensuring your response is measured and the ‘right one.’

8. Never, ever erase

How many times have I seen the reaction to negative comments on Facebook be: DELETE. Every single bad comment is an opportunity for your company to either a) get their side of the story out, or b) explain why they can’t but how much they care about their customers.

9. NEVER, ever shut off the channel

If your Facebook Page blows up with negative comments it may mean working overtime to answer them. NEVER, EVER shut them off. What does that say? It says: I don’t want to play anymore so I’m taking my ball and going home. It may be painful, time consuming, exhausting and expensive but you MUST engage during the bad times if you want engagement during the good.

10. Don’t go on the offensive

As irresistible it may be to try and fight back or point out your attacker’s issues, REFRAIN (this is where a PR Pro can help). Going on the offensive will make you look guilty and possibly child like, reactionary, and often mean. This is why experienced, level headed people must call the shots on your PR Crisis team.

11. Don’t be afraid to admit when you’re wrong

No company is perfect, and yours will make mistakes. It is not the end of the world if you do, but it’s a PR Disaster of the highest order if you pretend you didn’t.

12. Never try to erase your scars

Any company that’s been in business for any period of time has the scars of their years to show. That means some bad PR issues from years past will occasionally rear their head. Educate your current staff as to what took place and what the company’s reaction should be when and if it is brought up publicly. Every mistake is a learning lesson; you are only foolish if you don’t learn from it.

The reality is that nothing on this list will shock you because it’s rooted in Common Business Sense. Yet on an almost weekly basis my Marketing/PR comrades are shocked by boneheaded moves made by companies that should have the experience and budget to avoid them. I’m sure you have witnessed the same thing; the positive take away is that each one of these mistakes is a lesson we can all learn from. What is the most shocking PR gaff you’ve ever seen and how was it resolved?

Featured photo courtesy of  Temari 09  via Creative Commons.

Amy Tobin

http://www.ArielMarketingGroup.com/blog

Amy McCloskey Tobin is the founding Principal of Ariel Marketing Group, LLC. Her mission in life is to create smart, individualized marketing strategies for Small Business. With deep connections in the online marketing arena, Amy is a knowledgeable New Media professional in tune with the medium’s ever-changing nature. She creates Strategy, assists with Policy, and PR Crisis resolution.