Here’s what not to do:
We all started from the bottom in our careers, doing callbacks to journalists, researching media lists, clipping coverage and (occasionally) making coffees. But sometimes when the office gets overwhelmed, such as when a client goes into crisis mode due to a mistimed tweet, all hands need to be on deck.
Pride and seniority should not get in the way of ensuring the best outcomes for a client. No one is above any task in a PR office.
Remember, pride comes before a fall; it should not come before you helping out your colleagues in times of crisis, no matter how small the task. Most offices couldn’t run without the efforts of the most junior team member.
Getting media coverage for the sake of it is not what PR is based on. Though it’s fantastic to see your clients name in print, strategies need to be targeted to the businesses’ audience; otherwise, your effort is wasted.
Don’t be greedy by chasing any media coverage possible. Look at the quality of coverage you are getting for your clients and ask yourself if it’s reaching your target audience.