We’ve all made our fair share of mistakes. I wrote this to help avoid some common pitfalls and to know what to do instead. Using these tips will make your PR efforts look professional and hit the target.

Do this instead: Keep it short and sweet.

💫 Pro Tip: Journalists are busy—focus on the most essential information to capture their attention.

For example: Thrilled, Excited, Passionate are hyperbolic words

Here’s a real example of a Don’t: Kit Kat is thrilled to announce the candy brand has added another flavor to its product line: vanilla.

And another real example of a Don’t: United Airlines is thrilled to share flights has begun offering an assortment of canned wine to economy passengers.

Even the big guys can’t help themselves with hyperbolic language.

Do this instead: Keep it factual. “Kit Kat announces a new flavor to their line up: vanilla.”. 


Words like “industry-leading,” “pioneering,” “groundbreaking,” and “revolutionary” can sound exaggerated and reduce credibility.

Do this instead: Back up bold claims with data.

Example: Instead of “revolutionary chip,” say, “we introduced a new chip that’s 80% faster than any other on the market.”

Real example of a Don’t: “Florida-based provider announces a new website”

Sorry guys. We know you’re thrilled for your new website, however it isn’t news.


Do this instead: Share non-newsworthy updates on social media.

Newsworthy:

✅ New product launches

✅ Mergers, acquisitions, expansions

✅ Crisis updates
✅ Major events or awards

Not Newsworthy:

🚫 New employee hire (unless it’s a prominent person)

🚫 Moving locations

🚫 Website launch

🚫 Personal opinions

Do this instead: Have a human editor review for errors.

Example: AI might not catch a typo like “pubic relations” instead of “public relations.” A human will likely catch these mistakes, especially in names and figures.

Do this instead: Use bcc or an email-sending service to maintain privacy.

Do this instead: If your story has an impact, go ahead and share it. Just use all the best practices you’ve been learning in this series.

Do this instead: Include events, social media, and paid content to maximize reach.

Review the Mastering Mixed Media lesson: Earned, Owned, Shared, and Paid Media should all be used to gain attention.

Do this instead: Focus on your story’s strength. Research relevant journalists, then reach out with a compelling story. Explaining why your story matters and why their audience would care. Write the perfect pitch!

🗣️ Remember: It’s the strength of your story that counts—not who you know.

Do this instead: Pause. Give the journalist time for follow-up questions.

💫 Pro Tip: Ask the journalist “Did I cover everything you needed?”

Do this instead: Maximize press coverage and turn press hits into business results by:

✏ Share the coverage in newsletters, social media, and sales materials

✏ Re-share posts from the publication and engage with them

✏ Break down video clips for social media (if applicable)

✏ Add the publication’s logo to your website, media or press page.

💫 Pro Tip: Have a press page set up on your website. This is where you show off your coverage. You would also have a media kit and other assets that are easy for journalists to use.

Do this instead:

Get PR techniques from recent news.

Actor Timothée Chalamet made a surprise appearance at his own look-alike contest in an event that drew hundreds of onlookers.

With social media, communities can be formed quickly. Recently these communities start to crave actual human interaction and arrange meetups.

Engage with fans and evolve your content by bringing it to life. Guerrilla style execution may be needed to get fans to participate.

Fear not, if bold guerrilla-style execution and crazy IRL events aren’t for your brand, how about examining what content performed well and plotting what should be your next move.

✍️ Key PR Takeaway: If you have anything to do with a celebrity, make sure they know about your event. Props to his publicist for having him attend this.

Learn from others.

☕️ Starbucks trying to win customers back. That’s cool.

Starbucks has been struggling, so much so, they’ve gone through 4 CEOs in two years. Looks like Mr. Niccol is bringing in some needed changes.

✍️ Key PR Takeaway: People like simplicity. Too many choices are overwhelming. This goes for PR and marketing.

New hire announcements aren’t usually news, unless it’s a big one, like Mr. Niccol’s hire. It made stocks go up 24% the day of his announcement.
He communicates clearly the path forward to staff, investors and news.

Cricket, the aptly named Papillon, loves to jump and does so with vigor and vim. When this 6 year old jumping pooch needs a cuddle break, it is done on the lap of her owner, whilst growling at the cats.

We want to meet your furry attention seeker! Send us an email to have them featured.

Enjoying cooler weather with my cup of coffee!

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

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