It used to be pretty straightforward and involve news releases, media and events. But then along came social media and the content-marketing craze, and suddenly everyone seems a little confused about exactly what public relations is and where it fits in.
Misunderstandings like, “We hired a PR agency, so I’ll be on the front of Entrepreneur!” or, “If we issue a press release, the media will cover our news!” are not uncommon.
The U.S. public relations industry was about a $10 billion industry with more than 7,000 U.S. firms in 2013, according to a First Research study. Clearly, businesses still believe in the power of PR, even if they aren’t exactly sure what to expect from it.
Why are so many companies continuously unhappy with their PR results? It’s common in the industry to hear someone say, “We hired a PR firm and we got nothing. It was a waste of money.”
Companies jump from agency to agency, doing the same things and making the same mistakes—instead of taking an internal look at what they might be doing to sabotage their own PR efforts (and the agencies they hire and fire).
Here are six reasons your PR efforts may fail: