Media Speak Out About Common PR Mistakes
Written by PR Etc., Inc.
Published by Rockford Register Star
Monday, July 5, 2004

Ever wonder if you’re making an impact with the media? Do you know if your public relations efforts have a positive or negative affect on the amount of coverage you receive? What are the media’s biggest pet peeves when it comes to us PR/marketing professionals?

I asked these questions directly to local media to gain their feedback and to, hopefully, provide you with insight to assist in your future marketing efforts.

Get the Basics Right. Each media person contacted mentioned this as the biggest problem with news releases or data. “As simple as it sounds, getting the day and date correct . . . the time of an event listed . . . and the specific location are often missing or incorrect,” said Dave Smith, 23 WIFR-TV News Director.

Don’t Overwhelm Media with Your Calls. Be aware that media are inundated with calls, emails and faxes regarding events and news and they can’t return all calls. “Being contacted 10 times for one event is aggravating. I appreciate an email with all the information or a request for an interview, but then I need to make the next move if I’m interested,” said Michelle Chipalla, WREX-TV 13 Anchor.

Give Media Enough Lead Time. Be aware of the media’s planning cycles. “Too often, I receive press releases promoting an event that’s taking place later that day. Very annoying,” said Ken DeCoster, WNTA Radio News Director.

Provide the Facts. Don’t misrepresent your event. “Don’t tell us to expect hundreds or even thousands of people if only 10 people are realistically going to show up,” said Lisa Whitlow, WTVO-TV Reporter and Weekend Weathercaster.

Make it Local. Think of the audience you’re trying to reach. “The biggest mistake PR people make is calling me from New York thinking that I have the time, money or care to talk about MAC cosmetics or Soft-N-Dri “Pit Stick,” said Jennie Pollock, Life & Style Editor of the Rockford Register Star.