6 scary things PR pros should never do

You don’t have to haunt a house or ride your broomstick under a full moon to create horror this Halloween.

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This article first appeared on PR Daily in October, 2015.

Some public relations professionals are stuck in the PR equivalent of the original “Psycho” shower scene. It can be terrifying to watch.

If you want to improve your results, heed this advice to avoid horrific PR practices:

1. Don’t blast out a press release and expect top tier media coverage.

There are few things more frightening than the “spray and pray” approach to coverage. Strategic PR folks shouldn’t send mass press releases to lists of reporters without identifying their target audience. To avoid this ghastly PR faux pas, always work from a well-planned media relations pitching strategy based on relationships and reporters’ beats and specialties.

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2. Don’t fax anything to anyone.

This may be a reoccurring nightmare for some people in the industry. It’s 2015. Please do not send anything via fax. The communications world is now Web-based. If you aren’t already aware of this, you have a scary future.

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