No one likes to dwell on past mistakes made in their professional lives, but recognizing and reflecting on missteps taken early on in one’s career leads to learning and growth, especially in media-facing industries such as public relations. In a field where expertise is acquired through hands-on experience, the valuable lessons rookies learn from making mistakes can last a lifetime.
Newcomers to the PR field will have their own epiphanies as they reach out to members of the press, developing insight into best practices through a lot of trial and error. Before venturing into the fast-paced, high-stakes world of pitching stories to reporters and journalists, though, they can read the lessons that 17 members of Forbes Communications Council learned from early-career mistakes to gain a clearer perspective.
1. Not Doing Enough In-Market Research
I have a small, but pointed, example from years ago, during an effort to take a national pitch down to local markets. The focus was a fun consumer story on using vehicle remote start to heat up a car in winter, right in the driveway. We went far and wide and had a ton of success across the U.S., but as it turned out, it was illegal in Denver at the time! Right story, right timing, but a tad more in-market research needed. – Chris Cradduck, LDWW
2. Having False Confidence
When I started my PR career, I was pitching to the media regularly and had the false confidence that I knew what they needed better than they did. In those days, I made releases in a pushy style, with catchy sales messages instead of the data and facts that are useful for a journalist’s work. Obviously, I got less of a response than I could have, as no one is interested in publishing sales messages for free; it does not fit any editorial policy. – Iryna Manukovska, XME.digital
3. Skipping Preparation
The biggest mistake you can make with media outreach is approaching the situation too casually and failing to prepare. No matter how large or small the issue or opportunity may be, preparation is key. Take time to gather your narrative, practice your responses and prepare for any pivots that may come during the interview. The moment you skip your preparation, you risk showing up as less than your best! – Camille Weleschuk, ATB Financial
4. Sending Too Much Information
I learned from a lack of response, and then gentle advice from a seasoned professional, to focus on the pitch, not provide the whole story. If your contact feels exhausted just looking at the volume of text in your note, they are not going to be in the right mood to read the whole thing. Keep it short and simple with a strong “what’s in it for their audience” angle. – Ellen Sluder, smrtPhone
5. Sending A Generic, Impersonal Pitch
One of the biggest mistakes in media outreach I made in the beginning of my career was sending a generic and impersonal pitch to journalists and media outlets. This approach often leads to low response rates and minimal coverage. The key lesson I learned was the importance of personalization. Taking the time to research journalists’ interests significantly increases the chances of engagement. – Vikas Kumar Agrawal, Infobranz
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
6. Pushing For Coverage Without Any Real News
Sometimes executives will want to force media coverage without a story, leaving us banging our heads against the wall because there is “no news”—no customer case study or spokesperson, no real innovative product improvement, no compelling story to tell. Trying to get coverage without any real news is a big mistake, and comms professionals need to learn how to counter requests for this type of media outreach from executives. – Tom Treanor, Snipp Interactive
7. Not Getting To The Point Quickly
Early on, I would give way too much information, too quickly, and always wondered why no one would respond or be interested. As I began interacting with the press more, I came to learn that brevity is appreciated, and getting to the point quickly is the key to catching the attention of your audience. It made me much more efficient at writing clear, succinct pitches that were intriguing and didn’t bore. – Victoria Zelefsky, The Menkiti Group
8. Pitching Indiscriminately
I think an early mistake many of us make is forgetting that while we are trying to serve our companies, we must ensure that the stories we pitch are relevant to the journalist and their audience. At this stage in my career, I’ve developed a good network with many journalists, and I know nothing infuriates them more than comms professionals not understanding their brief and pitching indiscriminately. – Anthony Kennedy, ION
9. Not Realizing Nothing Is Off The Record Without Agreement
Early in my career, I was managing a CEO’s interview with a business magazine. When it was completed, I was walking with the reporter, and he was asking me other questions about the company. As I started to answer them, he stopped so he could take notes. It was at that moment that I realized you’re never really off the record, unless you make it absolutely clear and you have agreement. – Bob Pearson, The Bliss Group
10. Not Reviewing A Final Proof Copy Before Release
My biggest mistake was trusting junior editors and not reviewing the final, edited article before sending it to the media publication. Now, I make sure I get a final proof copy from the senior editor or lead editors and a request for approval before release. – Sowmya Moni, Incture
11. Pitching A Story In Past Tense
As a former reporter, having a story pitched to me in past tense instead of present tense was one of the biggest mistakes that happened during the media outreach process. Reporters don’t have time to read every email sent or message pitched to them, so reading what seems like an old or outdated subject line is an immediate turnoff for members of the media. Keeping content current and topical is key. – Maura Kennedy
12. Forgetting We Are There To Help Journalists
It is easy to forget that you are there to help a journalist as much (if not more) than they are there to help you. I’ve made this mistake in the past, trying to push a story that really didn’t connect with the journalist or their content strategy. I learned to position stories that made their jobs easier and aligned with the direct interest of their readers. – Jonathan Sasse, Metova
13. Not Using The Word ‘Embargo’ On Time-Sensitive Materials
I learned to use the word “embargo” on materials that I didn’t want announced or shared before a specific date with our media contacts. This ensures that everyone is on the same page about the distribution date of such materials and also flags the specific piece in case that communication is lost as it passes through rounds of approvals and different stakeholders. – Roshni Wijayasinha, Prosh Marketing
14. Not Understanding The Reporter’s Angle On The Topic
Early in my career, I reached out to a reporter without really understanding their angle on the topic. (Spoiler alert: It didn’t mesh at all with the brand I was pitching.) The experience taught me about the importance of due diligence in media outreach. Research helps ensure mistakes like that won’t happen and that your message aligns with the storyteller best suited to share it. – Melissa Kandel, little word studio
15. Not Trusting Myself To Express An Authentic POV
In the past, I didn’t trust myself to express an authentic (and sometimes contrarian) point of view. Choosing to take a stand is life-changing. First, it forces you to do the work and know what you believe; then, it feeds your energy and identity. Being known for what you believe is essential to create trust—and trust is the cornerstone of everything in communications. – Gary Brandon, Lewis Communications
16. Not Getting To Review Content With My Name On It
Early on in my career, my boss put my name on a press release prior to my full review. Let’s just say some of the content was semi-controversial. Make sure that you are aligned with and proud of anything that goes out with your name on it. – Jill Roberson, Velir
17. Not Packaging Outreach To Make It Easy For Reporters
Early on, I tried to provide too much context. Reporters don’t have time to deeply evaluate; they are pressed for time. When you can package your outreach in such a way that your quotes could be dropped into a story as is, you will earn far more coverage. Make it easy for the reporter to use your information—and if you have a statistic or two, that’s even better! – Patrick Ward, Formula.Monks
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