6 common PR mistakes to avoid

Many entrepreneurs and small-business owners strike out on their own and do their own communications. Though you can, make sure you don’t commit these errors.

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I can, naturally, also explain why you should not do it on your own.

Frankly, there are many, many good reasons not to. Like most things you may be able to pay for—carpentry or air travel are examples—it’s usually best to pay a pro.

Still, some people chose to go it alone. Whether by bravado or lack of funds, let’s face it: Entrepreneurs can’t always afford even entry-level PR support. I’ve seen plenty of people try. That means I’ve seen the do-it-yourself-ers make some pretty basic mistakes, too.

Here are six frequent mistakes entrepreneurs and others make when doing their own PR that you’ll want to avoid if you try to DIY:

1. Not understanding news value.

This could also be called “having the right expectations.” It’s essentially the same thing. As you start a PR journey, understand that it’s a virtual certainty that what you have to say and what you’re doing is simply not newsworthy.

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