Here is a list of the 10 worst things I’ve heard while working in public relations:
1. “I need you to send the journalists this email to introduce ourselves, so they add us to their Rolodex.” First, in a field that is evolving every day, I’m not sure “Rolodex” is an appropriate or current word. Second, a journalist won’t use us as contacts without a reliable experience, so an “intro email” simply won’t work.
2. “Just do it so we can tell the client we did it.” I almost fall out of my chair every single time I hear this. Every effort in PR should have a purpose, a target audience, and a well-crafted message. You can’t just do something to prove that you’ve been doing work for clients. Successful PR doesn’t work that way.
3. “It’s quantity over quality right now. Until clients start paying for quality, this is what they’re getting.” Shouldn’t you always do high-quality work? Clients invest their capital in your services, expecting results and excellent work. This is a lesson in client retention.