By Carl Carter, APR, AMM
When folks hear what I do for a living, they nearly always complain that they’ve been mistreated by the media But when it happens to you, it’s usually your own fault. Here are four common common complaints, and they’re all things you can avoid.
- They wrote about the least important thing I said. Why on earth were you saying unimportant stuff? Say what matters, then shut up. You’re talking too much.
- The story linked to the wrong web site. Let me guess. You probably had two or three web sites linked in your release. Often, we do this when more than one company is involved. This is a terrible practice. A press release isn’t the proper tool for playing politics and stroking people. Use the one you want cited, and no more.
- They attributed a quote to the wrong person. Why did you have more than one person talking to them? It’s very difficult to keep notes straight when several people are talking, and reporters hate this worse than a toothache. (Corollary: If you ever put more than one person on a speakerphone and expect a reporter to keep it straight, he or she will hate you forever.)
- The story missed the point. What was the point? You probably didn’t make that clear, or you loaded the story with too much clutter.
If you’ll notice, there’s a common thread to all of these mistakes: They happen because you make things too complicated. A good release is about one thing, and one thing only. Make it a good one, and don’t clutter it up.
Better still, get professional help. Call Carl Carter, APR, AMM at 205-378-9290.