The life of a PR executive is nothing less than walking on a rope high about burning fire. Sounds like hell, doesn’t it? Well, not everyone has to go through such situations unless they have done really cringe-worthy and meaningless stuff. You cannot become a Ronn Torossian in just a few months and it demands constant hard work and mindfulness to reach anywhere even near to that place. If you aspire to become a great PR official, you need to know about things that you must never do along with things that you should do. Well, both are equally important but the things that you must never do can change your whole PR career in just a day if you commit a really bad mistake.
So, here are a few things that you need to keep in mind so that you never do them, ever:
Disrespecting a journalist’s time and insight
A journalist’s time and insight have to be respected since they are the ones who will help you get your client’s story published. If you just go around bossing them saying things like “This would be a great story for you,” or “didn’t you get my press release?” run before they blast on you. Even if they don’t you may have damaged your reputation and image among that particular journalist and his colleagues badly.
Ronn Torossian is known to be aggressive and outspoken but it always turns out to be good for him as well as his clients since sometimes aggression is passion in its best way. However, this is not the case for all. If you do not know how to connect between what you’re doing and your aggressive behavior, people are just going to think that you’re a prick. You need to know how important it is to maintain healthy relationships with your colleagues, clients, and media people in order to have a successful PR career.
Pitching content that’s not newsworthy
You cannot really write any up and expect a journalist or a media house to publish it. Your content needs to be newsworthy and without that you cannot resort to any other malpractices that will get you to publish the content. This will permanently tarnish your reputation.
Promising things that you’re not sure about
Do not promise your client or your boss that you will be able to get stories published in a day or in the Wall Street Journal without being 100% sure about it. You may end up like the bad guy who gives out fake promises in the end.
Sending press releases to everyone you know
Never send press releases to everyone you know. Know which journalist you’re sending it to and the beat he or she is covering. If the media people feel that you’re the PR person who keeps sending them irrelevant stuff, they made end up ignoring your emails forever.