When executed well, PR can be a powerful tool that marketers can harness to effectively achieve a wide range of marketing goals. This includes objectives such as raising a brand’s profile, reaching new audiences, or managing their company’s reputation. PR campaigns, when refocused to support SEO efforts, can also be an invaluable tool in driving new traffic to a websites or supporting keyword rankings with the acquisition of backlinks in authoritative news articles.
However, it is not uncommon for businesses to struggle to see the results they hope for from their PR efforts – especially when they’re just starting out or have hit a wall with selling in a story to journalists.
Why Isn’t My PR Working?
If your PR campaign isn’t working as well as you’d hoped, don’t despair or give up. From a weak PR story to poor timing or incomplete media lists – there are a number of reasons why your PR might not be working for you. Fortunately, many failed PR campaigns can be revitalised with small tweaks to your press release, media lists, timing, or approach to selling in the story.
Koozai’s experienced PR consultants have been delivering fantastic PR results for our clients for nearly two decades – but that doesn’t mean we haven’t ever had to rethink or repurpose a campaign before to ensure that it gets the media attention it deserves. This article, based on our experiences of pitching to countless journalists, dives into eight of the most common reasons PR campaigns fall short, and provides actionable advice to get you back on track with your PR campaign.
Here are the top eight reasons why PR campaigns fail – and what you can do to rectify each:
You’re targeting the wrong media
One of the most common mistakes people make is targeting the wrong media outlets. This can manifest in a few ways:
Pitching to the wrong media sector entirely: Imagine sending a press release about a new beauty product to a home affairs writer or a travel editor. While this may seem like an extreme example, you will find no shortage of journalists ready to show you that it happens more often than you might think!
Pitching to the wrong person: Not all journalists at a publication have the same level of seniority or editorial responsibility. For example, a Senior Editor at a national newspaper is unlikely to be interested in your company press release. Or a junior writer at a trade magazine may not have the seniority to make decisions about what stories they write. Sometimes people also mistakenly pitch to contacts in sales, design, or photography. Research who covers your specific topic area and target your pitches accordingly.
Not researching each publication’s editorial style: Even if you’ve identified the right publication and journalist, your story may not be a good fit if it doesn’t align with their editorial style. Adapt your pitch to highlight the angles most relevant to their style and audience.
The key takeaway here is to refine your media targeting. Invest time in researching publications and journalists, and tailor your pitches to their specific needs and editorial preferences. Check out each publication’s editorial contacts page or even call their news desks to ensure that you’ve got the right person before sending in your pitch.
You’re not building media relationships
Building strong relationships with journalists can significantly improve your PR success rate. While some argue that PR is less reliant on relationships in the digital age, having a rapport with journalists can still make a big difference. A journalist who knows and trusts you is far more likely to take the time to consider your pitches.
This is especially true in competitive sectors where breaking through the noise can be a challenge. It is also more likely that a lack of media relationships is negatively impacting your PR success if you’ve already identified that your media lists are correct, your PR story is relevant, and you’re still not hearing back from anyone when you pitch out a story.
Unfortunately, relationships take time to build and there’s rarely an overnight fix to this. However, you can start building media relationships quickly. Consider attending industry events, inviting journalists to coffee meetings, or offering them exclusive insights to cultivate valuable relationships.
Your PR story isn’t right for your target media
Even an amazing PR story won’t resonate if it’s not relevant to the media outlet you’re pitching it to. Here are some reasons why your story might not be a good fit:
The content doesn’t align with their audience’s interests.
There’s no easy way for the journalist to make the story work within the style of editorial they run.
The press release lacks a strong news hook or angle.
The timing is off (more on that in the next section).
Before pitching your story, carefully consider the publication’s target audience and editorial style. Is your PR story newsworthy and relevant to their readers? Does it fit in with their editorial style? If not, go back to the drawing board and refine your message.
Your timing is off
Even a well-crafted story pitched to the right media outlet can fall flat if the timing is wrong. Here are some ways your timing could be hindering your PR efforts:
News overload: If your industry sector is experiencing a busy news cycle, your story might get buried. Investigate what’s currently dominating the news cycle and if necessary re-evaluate your timing or repurpose the story to it.
Holiday seasons: With journalists out of the office, holiday times like Christmas can be a poor choice for pitching.
Missing deadlines: Some journalists, particularly those in print, work far in advance. Be mindful of their deadlines. For example, avoid pitching Christmas stories to long-lead magazines in December.
Competing deadlines: Journalists are often juggling multiple stories. If they’re swamped, your pitch might take a backseat.
News agenda mismatch: Is your story relevant to current events? Piggybacking on trending topics can increase your chances of coverage.
If you suspect timing might be an issue, consider when journalists typically plan their content and adapt your pitch accordingly. If you don’t already know what deadlines that journalists you’re targeting are working to, then you may have to do some research by asking colleagues, researching forward features, or contacting reporters to find this out. Sometimes, waiting and re-pitching at a more opportune time can make all the difference.
You’re pitching it in the wrong way
Many journalists receive a constant barrage of lengthy, generic pitches which inadvertently bury the main news hook of their PR story. This often leads to good PR stories getting overlooked. Some journalists even claim to receive hundreds of press releases a day. Here’s some tips to consider when it comes to your pitch:
Craft a clear and concise subject line: Highlight the newsworthiness of your story in the first few words.
Hook them in the first sentence: Clearly communicate the most valuable aspect of your story (from their perspective) within the opening line of your email.
Personalise your pitch: Demonstrate that you’ve researched the journalist and their publication. Illustrate how that story could fit with their editorial style and different categories.
Offer additional value: Can you provide exclusive insights or expert quotes to enhance their article? Could you offer them exclusivity on the story?
Consider the medium: While email is the most common way to pitch a PR story (and is often preferred by many journalists), phone calls can sometimes be effective for established relationships if you know the journalist or have a strong PR story that you know they’ll likely be interested in.
Your company’s voice lacks authority
Sometimes, a competitor might receive media coverage for a PR story that seems similar to yours simply because they have a stronger public reputation.
Think about the financial guru Martin Lewis; his money-saving tips often grab headlines, while those from lesser-known financial services companies often struggle to get the same level of exposure. This is because Lewis has built a profile and has established himself as a reliable, independent expert in personal finance – all of which lends a much greater level of credibility and public interest to his stories. The same principle is likely to be true in the context of your brand, albeit potentially to a lesser extent.
The good news? You can build your brand’s authority over time. Here’s how:
Sustained PR efforts: Consistent, well-planned PR campaigns can gradually elevate your brand’s profile.
Strong media relationships: Building trust with journalists allows them to become advocates for your company.
Build up your spokespeople and highlight their industry expertise: Feature your company’s experts in your PR stories to showcase your knowledge and authority.
Consider unique PR stories: What data or insights about a hot media topic can your company provide that your competitors can’t?
You’ve not given it enough time
Building brand awareness and a strong reputation takes time, especially for new businesses. Don’t get discouraged if you don’t see immediate results. Persistence is key! A previous colleague of mine once described PR as a snowball; the more you push it, the bigger it gets, but it can sometimes take a little time to gain more momentum. As your brand exposure grows, future PR efforts will likely reap greater rewards.
Similarly, avoid giving up on a story after just a few days of unsuccessful pitches. Keep trying, refine your approach, and you might be surprised by the results later down the line.
You’re made incorrect assumptions about your audience
Sometimes, even with good media coverage, your PR efforts might not translate into increased brand awareness or reach. This could be because your story isn’t resonating with your target audience. Perhaps your messaging isn’t aligned with their interests or needs.
If this is the case, take a step back and re-evaluate your audience. Conduct market research to gain a deeper understanding of their preferences and what resonates with them. Once you have this insight, you can refine your PR strategy and craft messages that truly connect.
Building a successful PR campaign requires careful planning, execution, persistence, and sometimes, a bit of patience. If your PR efforts aren’t delivering the results you desire, don’t be discouraged. By reviewing the points above, you can identify potential areas for improvement and refine your strategy. Remember, effective PR is an ongoing process. By continuously evaluating your approach and adapting to feedback, you can ensure your PR efforts are working hard to achieve your business goals.
Ready to get started?
Koozai is a leading PR agency with a proven track record of helping businesses achieve PR success. We can help you develop a targeted PR strategy, craft compelling stories, and build strong relationships with the media. Get in touch with the Koozai team today to discuss your PR needs.
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