Part 3: Some Common Mistakes Made by PR Professionals
Throughout my career, I've made mistakes, and I've observed many other errors made by my colleagues. Therefore, I want to share these with everyone (those interested in PR and working in PR), which may or may not be accurate according to your perspective. So, I'm hoping to receive feedback from you all, not just "criticism" from the public.
1. PRers – “delusions of grandeur”They always think, "My show is the best, wow!" campaign "My product is amazing!", the press will immediately publish the news, and the public will be completely captivated. However, in reality, you've never tried to gauge interest from a few newspapers, asking, "Is it okay if I write an article like this?", or from a few target customers, asking, "Would you like a gift like this?".
2. PRers – “nobita”This is the portrait of someone who is very lazy when it comes to learning. They lack knowledge about the industry they work in, about what they are talking about, so each press release or editorial they send out usually contains very superficial information, weak arguments, not to mention extremely poor writing skills, to the point that reporters don't know what to publish from that "mess" of information... And because of this, these PR professionals always carry a lot of potential risks, which at some point will erupt into a "crisis".
3. PRers – "so careless!"“: Some journalist friends sent me press releases that still contained a jumble of text in yellow, red, and black because their PR team had mistakenly sent files labeled "still under editing - not yet complete" to the media outlets. Not to mention, in the files already sent, sometimes there were spelling errors, sometimes the wrong file was sent, and sometimes illustrations were missing or incorrect…
4. PRers – “lacking tact”: When sending press releases to reporters, PR professionals often save time by sending them to all reporters in a single email. This is correct, but not sufficient; you must send them to all reporters. bcc, This way, when a reporter replies to your email asking for more information, it won't inconvenience all the other reporters.
5. PRers – "gullible"“: These are the kinds of people who believe anything anyone tells them; if the customer service department reports a customer "cursing" and threatening to sue in the newspaper, they immediately run around to every newspaper to "spread the word," asking "please don't publish it," but they completely miss one crucial step. “"Check the source of the information"”.
Source: Ms. Doan Do Ngoc Thi, M.Sc. – Director of External Relations for the e-commerce platform: Tiki.vn
To be continued…
Author: Viet My College - Date written: July 28, 2017
Category: Public relations
Tags: special topic, Public Relations, public relations
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