Don’t let this mentality screw up your PR campaign

One of the biggest mistakes people make with PR is that they expect a single piece to do all the work so they say yes or no based on whether they think that one piece will help them achieve their goals. In reality, pieces of media coverage don’t  (and shouldn’t) stand alone – they are jigsaw pieces which join together to build the whole picture.

So it doesn’t matter if you don’t get all your points across in a single piece as they are all going to work together to build your media presence.

Some people have an either/or mentality with PR and it screws them.

There is no one piece of media coverage, no matter how amazing, that will get you known as the expert on your topic and build your credibility to the level you want – you need to be consistently appearing in the media in a mixture of places.

It’s easy to get stuck on finding the perfect opportunity and to miss the steps that get you there.

Don’t make the mistake of thinking providing expert comments in a larger piece alongside other voices is beneath you or has no value. While these pieces might not shine a solo spotlight on you and what you are doing, they present you as an important and relevant voice whose opinion, viewpoint and wisdom matters when it comes to this topic. Being part of these conversations will establish you as a credible authority in your niche and sharing the stage with others can add to this rather than take anything away.

From the many years I’ve been in PR, the one thing that everybody who has a huge impact and who successfully translates the PR into their business has in common is that they don’t look at an individual piece and ask themselves what they’ll get from it.

They want to share their message and help people so they give freely. And it comes back many times over.

Something that happens very regularly at Dauntless PR is that journalists contact us requesting specific clients for huge publications when they’ve provided expert comments for a smaller piece in the past. It makes perfect sense! They’re under extremely tight deadlines… why would they take a chance on somebody they don’t know to deliver interesting insights by the deadline they are required when they can go to somebody who has proven themselves in the past?

Don’t over analyse what you may or may not get from a piece and say YES to getting your message reaching as many people as possible!