品牌需要避免的5个常见公关错误

更新时间:2021-08-06 / 文章作者:Christopher Jan Benitez

在高度互联的世界中,公共关系或公关可能非常无情。

请记住,品牌的权威性可能需要数以千计的时间 从头开始。 You may have published hundreds of quality blog posts or shared thousands of curated content on social media.您可能已经在社交媒体上发布了数百篇高质量的博客文章或共享了数千篇精选内容。 But in the end, all it takes is one bad experience to lose the customer's trust forever.但是最终,要失去永远的客户信任只是一种糟糕的经历。

Don't worry;不用担心it can be worse.可能会更糟。 That particular customer can be an outspoken blogger that may write about how terrible you are as a company.那个特定的客户可以是一个直率的博客作者,他可能会写关于您作为一家公司的可怕状况。

Before you know it, you could be all over people's Facebook feeds.在不知不觉中,您到处都是人们的Facebook提要。 The word gets out, sales begin to drop, and you find yourself contemplating if your brand is still worth saving.这个词消失了,销售额开始下降,您发现自己正在考虑自己的品牌是否仍然值得保存。

好吧,您可能还没有处于这种灾难的边缘。 但是,当涉及到您的品牌声誉时,您不会冒险。 你需要在你的公关策略中积极主动,并掩盖任何可能让你陷入困境的漏洞。

在这篇文章中,我们将讨论最常见的5个公关错误,这些错误会使您的品牌陷入困境。 让我们跳进去。

1.公关误导广告

如今,数量惊人的企业将PR视为做广告的机会。

Remember that if your objective is to raise brand awareness or promote products, you're better off with actual advertising.请记住,如果您的目标是提高品牌知名度或促销产品,那么实际的广告效果会更好。 Successful PR is all about authentic journalism that focuses on成功的公关是关于专注于真实新闻的 真理。 它不涉及付费信息渠道,这些渠道可以扭曲和扭曲事实,仅是为了牟利。

Customers and bystanders may not notice this at the surface.客户和旁观者可能不会在表面上注意到这一点。 But behind the scenes, bloggers and journalists are bombarded with requests from companies to review or promote their products.但是在幕后,博客和记者遭到公司要求审查或促销其产品的轰炸。

The worst case scenario is that your prospective influencer will divulge everything about your plan.最坏的情况是您的潜在影响者会泄露有关您计划的所有信息。 An unfortunate example of this is the case of KANOA and their一个不幸的例子是KANOA及其案例 尝试 还清一位著名的YouTube创作者。

You may be able to find smaller blogs and publications who are open to these gimmicks.您也许可以找到对这些头开放的较小的博客和出版物。 Plenty of them is pooled in the他们中有很多人 会员营销空间,而其他人利用 赞助职位 as means of monetization.作为货币化手段。 Either way, none of them can ever replace the value that true PR can bring to a brand.无论哪种方式,它们都无法取代真正的PR可以为品牌带来的价值。

2.没有新闻价值的故事

A PR specialist's job is not to openly communicate the positive aspects of a brand.公关专家的工作不是公开交流品牌的积极方面。 Instead, their task is to turn qualities into newsworthy stories that cause a lasting impact.相反,他们的任务是将品质转变成能够引起持久影响的具有新闻价值的故事。

Simply packaging your value propositions and unique selling points into a media kit isn't enough.仅仅将您的价值主张和独特的卖点包装到媒体工具包中是不够的。 If you want journalists to take an interest in your brand, you need to build a story that captures attention.如果您希望记者对您的品牌感兴趣,则需要建立一个引起关注的故事。 Tell them about experiences that led to your brand's conception.告诉他们导致您品牌概念的经历。 Were you trying to solve a problem?您是否正在尝试解决问题? How did you build your team?您是如何建立团队的? What were the obstacles you needed to overcome to get to this point?为了达到这一点,您需要克服哪些障碍?

以下是一些其他问题,可以帮助您准备和宣传热门PR故事:

  • 客户如何使用您的产品或服务来解决他们的问题?
  • 您的产品或服务是否对即将到来的假期特别有用?
  • 您最近是否针对利基市场中的相关主题进行了研究?
  • 是否有名人使用您的产品?

To cap off your pitch, make sure you use an eye-catching headline.要限制您的发言,请确保使用引人注目的标题。 A well-known strategy is to personalize it with the name of your target journalist or a specific location.一种众所周知的策略是使用您的目标记者或特定位置的名称对其进行个性化设置。 It may seem unorthodox, but spicing things up with看起来似乎是非正统的,但却使事情变得更加有趣 多彩的语言 有时也可以。

3.任何人的垃圾邮件模板

It's no secret that journalists and big-name bloggers receive truckloads of emails on a daily basis.记者和知名博客每天都收到大量电子邮件已经不是什么秘密了。 As a result, they can sniff out a template-based email from a mile away.结果,他们可以从一英里外嗅出基于模板的电子邮件。

Don't get us wrong — templates can be wonderful, time-saving tools.别误会我们-模板可以是很棒的省时工具。 They can still work as long as you pour enough effort into personalizing each message.只要您付出足够的努力来个性化每个消息,它们仍然可以工作。

Remember, if you're reaching out to high-profile journalists, they deserve to be treated more than rows on a spreadsheet.请记住,如果您要吸引知名记者,那么他们应该比电子表格上的行得到更多的对待。 If you want to use templates, just borrow the bare structure and customize until 100% of the words are original.如果要使用模板,只需借用裸露的结构并自定义,直到XNUMX%的单词都是原始的。

Sounds overwhelming?听起来压倒一切? You should pay close attention to您应该密切注意 you're sending your pitches to if you want more results.如果您想要更多结果,请发送您的信息。 Make sure they're genuinely interested and knowledgeable in your niche by looking at their previous works.通过查看他们之前的作品,确保他们对您的利基市场真正感兴趣并且知识渊博。

If you've been in business for a while, your brand may have been covered by them before.如果您经营了一段时间,那么您的品牌可能已经被他们覆盖了。 You just need to discover them and rekindle their interest with a well-constructed message.您只需要发现它们并用精心构造的消息重新激发他们的兴趣。 Research tools like研究工具,例如 BuzzSumo, 哨兵一号谷歌快讯 可以通过查找品牌提及来为您指明正确的方向。

4.不建立关系

另一个可能成为公司公关活动瓶颈的错误是尽早开展宣传活动。

Truth be told, there's only a slim chance that reputable journalists would accept pitches from total strangers.实话实说,知名记者接受来自完全陌生人的宣传的可能性很小。 Even if you provide them with a great story, what's stopping them from prioritizing pitches from brands they already know?即使您为他们提供了一个很棒的故事,是什么阻止他们优先考虑他们已经知道的品牌的推介呢?

这就是为什么您需要将 关系 back in PR.回到公关。 Invest in long-term relationships with these journalists or bloggers by expressing your interest in their brand.通过表达您对他们的品牌的兴趣,与这些记者或博客建立长期的投资关系。 For example, you can leave comments on their posts, interact with their social media profiles, exchange casual emails, and more.例如,您可以在他们的帖子上留下评论,与他们的社交媒体个人资料进行交互,交换休闲电子邮件等等。

If you stay genuine, journalists, bloggers, and social influencers will be naturally drawn to your brand's positive qualities.如果您保持真诚,记者,博客和社会影响者自然会被您品牌的积极品质所吸引。 That's when you can recognize when they're ripe for that killer pitch.到那时,您就可以知道他们何时达到该杀手级的成熟水平。

5.在错误的时间发送音调

Believe it or not, timing your pitch to journalists involve a lot of science.信不信由你,为记者安排时机涉及很多科学。 For example, sending on Fridays or Mondays would bury your pitch in a weekend's worth of emails.例如,在星期五或星期一发送邮件会将您的建议埋葬在一个周末的电子邮件中。

没有人喜欢在休息日工作相关的东西,这就是为什么您应该从星期二到星期四发送您的沥青。

同样理想的是在清晨或深夜发送电子邮件- 不能 during the workday rush.在工作日繁忙期间。 According to statistics,据统计 70% 5%的人还会在晚上9点以后进行晚间检查。

总结

A PR campaign involves more than building a media kit and reaching out to as many people as possible.公关活动所涉及的不只是建立媒体工具包并与尽可能多的人接触。 Hopefully, the mistakes above let you eliminate the guesswork and craft a strategy that maximizes results with less effort.希望上面的错误可以让您消除猜测,并制定出可以以更少的努力最大化结果的策略。

也可以参考:

关于Christopher Jan Benitez

Christopher Jan Benitez是一位职业自由作家,他为小型企业提供吸引其受众并提高转化率的内容。 如果您正在寻找与数字营销相关的高质量文章,那么他就是您的好人! 随时在Facebook,Google +和Twitter上对他说“嗨”。