The Internet is buzzing with bloggers and
media personnel wanting the inside scoop to know the ins and outs of working in
public relations. One aspect is pitching stories to the higher ups. However,
there are egregious errors made when pitching a story. The first mistake is
overpromising. This error reinforces unrealistic expectations, which is the
primary reason that most business relationships fail. It’s a rookie mistake
because the average PR profession cannot predict results without having a
decent range of accuracy.
Another error is the PR pro does not knowing
their client’s business. You should know the basic knowledge of how and why
your client is in business and cater to their media needs accordingly. Not
knowing reveals a sin of omission and it is recommended that you should no
longer work with that particular client.
Finally, a PR professional should never sell
themselves short. In an effort to win a pitch, most PR people will reduce their
asking price in order to give away their best methods for action without being
paid properly. The reason is because he/she is insecure about the value of the
services they provide to potential clients. Know your worth before doing
business.
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