Debunking PR Myths: Everything you need to know

In a world full of PR myths, self-proclaimed experts and conflicting advice, it’s crucial to stay clear about what really works.

Here we look at a few of the most common PR myths and set the record straight. From believing that contacts guarantee results to thinking that journalists want all the detail up front, in this post, we’re debunking some of the most common media relations & PR misconceptions.

1. You Need a Long, Detailed Pitch

PRs are often told that journalists want a complete, well-package story which can lead to a very long PR pitch.

We would say keep it short and impactful. Nobody, especially not journalists, has time to sift through long emails. So while yes, a well-packaged story can be key in securing you coverage, this doesn’t equate to a long email.

All you want is a clear, concise and timely pitch that really succintly explains your story, the angle and the supporting assets you have. You should always be able to pitch your story in a few lines and if you can’t, it’s time to relook at the pitch.

2: Follow Up Every Day to Show Interest

Please don’t overdo it.

Following up shouldn’t be pushy. Maybe one or two follow-ups if you don’t hear back, but please don’t send daily emails, especially when you didn’t get a response after the first one. Crossing that line will send you in the spam folder.

3: The Perfect Pitch Guarantees Success

Even the best pitches don’t always win. Journalist inboxes are overloaded with hundreds of emails so that combined with spam filters and busy diaries does mean that emails get missed. Plus is all depends on newsroom priorities and timing. Your story might have been perfect, but then a big announcement gets made and suddenly your story is spiked.

Our advice; don’t take it personally! Take time to adjust and refine your approach, even if that means tweaking the angle.

4: You Need a Personal Connection to Get Coverage

Relationship building with the media can be so beneficial in securing coverage (and feedback). However, it isn’t everything!

Not having a long-standing relationship with a target journalist shouldn’t stop you from reaching out. Plus personalisation is what really matters and not knowing a journalist personally doesn’t stop you from doing some research, personalising your pitch and sending the message that resonates best with them. Take your time and do some research.

5: PR is Just About Selling

Each time you pitch to a journalist, you make a whole new connection over and over again. Make sure it’s personal, valuable and adds value to their audience. Yes, you’re ‘selling’ a story, but you’re also starting that connection building process. Don’t lose sight of thise when you’re pitching. There’s a person behind that screen that’s most likely also facing internal pressures, looming deadlines and the prospect of a working weekend. Of course, media relations is transactional, but don’t lose sight of the people involved.

6: Sending Your Pitch to Everyone Increases Your Chances

Even in a remote world, journalists do notice when PRs send the same story to them and fifteen colleagues. Nevermind when it’s a generic email that they’ve clearly been BCC’d into. Sending your pitch out to more journalists will absolutely feel like you’re giving yourself a better chance; but you’re actually just increasing your chances of hitting spam filters, getting blacklisted and then time you spend doing that could have been spent drafting genuinely well-tailoured and personalised pitches.

Ready to craft pitches that actually work? Let’s make your PR game stronger. Register today and see how we can help you get the coverage you deserve.