PR Strategy: Common PR mistakes and how to avoid them

By: Ben Morling, Account Manager

Many businesses recognise the importance of public relations (PR) and want to incorporate it into their marketing strategy, but often rush into campaigns without clear goals or a plan. A well-crafted PR strategy can enhance a brand's reputation, build trust, and foster a positive perception. On the flip side, a poorly executed campaign can do the opposite - eroding trust and potentially driving people away.

Contrary to popular belief, not all publicity is good publicity. A poorly planned PR effort can leave your company vulnerable to negative backlash. Here are five common mistakes businesses make in PR and tips on how to navigate them effectively:

1. Lack of PR strategy

It might seem obvious, but many businesses fail before they even start. Without a solid PR strategy, achieving success becomes nearly impossible. It's easy to jump into a campaign, pitch stories to the media, and hope for the best - but the planning phase is where the real groundwork is laid. Take the time to define who you want to reach, what message you want to convey, and most importantly, what you want to achieve with your campaign. Clear goals are the foundation of any successful PR effort.

2. Not understanding your audience and how to reach them

A key pillar of any successful PR strategy is understanding your target audience. Who are you trying to reach? Once you identify your audience, the next step is figuring out how to communicate with them effectively. For example, if you're a B2B company, you need to research the media outlets that your target audience consumes and craft stories that resonate with them. Tailoring your approach to the right media channels will increase your chances of securing placements in the most relevant outlets.

3. Failure to set clear metrics for success

A PR campaign that lacks a clear strategy and target audience can still generate some media coverage - but that doesn’t necessarily mean it’s a success. If the coverage is in an irrelevant outlet or doesn’t reach the intended audience, it can actually harm your brand. That’s why it’s crucial to define measurable metrics from the start. What does success look like for your campaign? Whether it’s securing media placements in certain outlets, increasing brand awareness, or driving website traffic, knowing how to measure your PR efforts ensures you can assess what’s working—and what’s not.

While PR success can be difficult to measure, using tools like the AMEC framework (from the International Association for the Evaluation and Measurement of Communication) can help establish clear, actionable metrics to track your progress.

4. Underestimating the power of relationships

In an age where digital communication dominates, it’s easy for PR professionals to fall into the trap of sending countless emails and moving on when they don’t get responses. With over 73,800 PR professionals in the UK alone as of Q4 2024, standing out in a crowded inbox can be challenging. Relying solely on email outreach often leads to poor results and can even hurt your future chances if journalists stop responding to your pitches.

That’s why building personal relationships with key journalists is crucial. Whenever possible, attend industry events, engage in face-to-face conversations, and take the time to understand what interests the journalists you're targeting. Knowing their preferences and pitching tailored stories makes it much more likely that your message will get through. In today’s digital world, taking the extra step to foster real relationships can make all the difference.

5. Neglecting Open Communication

While building strong relationships with journalists is important, internal communication within your team is just as critical. Whether you’re working with a client as part of a PR agency or with senior executives in-house, establishing open, honest dialogue can make or break a campaign.

PR campaigns rarely achieve instant success, and you’re bound to face obstacles along the way. By fostering an environment of transparency, you create a space for productive problem-solving. For instance, if a story pitch isn’t generating the expected results, it’s more effective to openly discuss the challenges and collaborate on solutions rather than trying to tackle the issue alone. When everyone is on the same page, you increase the likelihood of improving outcomes and adjusting strategies as needed.

Public relations isn’t just about getting your name in the press - it’s about building awareness and establishing your key spokespeople as trusted voices in an industry, achieved by setting clear goals and having a well-thought-out strategy. Avoiding these common PR mistakes can help you maximise your efforts, improve your campaign’s effectiveness, and ultimately protect and enhance your brand's reputation.