品牌需要避免的5個常見公關錯誤

在高度互聯的世界中,公共關係或公關可能非常無情。

請記住,品牌的權威性可能需要數以千計的時間 從頭開始。 You may have published hundreds of quality blog posts or shared thousands of curated content on social media.您可能已經在社交媒體上發布了數百篇高質量的博客文章或共享了數千篇精選內容。 But in the end, all it takes is one bad experience to lose the customer's trust forever.但是最後,要失去永久的客戶信任只是一種糟糕的經歷。

Don't worry;不用擔心it can be worse.可能會更糟。 That particular customer can be an outspoken blogger that may write about how terrible you are as a company.那個特定的客戶可以是一個直率的博客作者,他可能會寫關於您作為一家公司的可怕狀況。

Before you know it, you could be all over people's Facebook feeds.在不知不覺中,您到處都是人們的Facebook提要。 The word gets out, sales begin to drop, and you find yourself contemplating if your brand is still worth saving.這個詞消失了,銷售額開始下降,您發現自己正在考慮自己的品牌是否仍然值得保存。

好吧,您可能還沒有處於這種災難的邊緣。 但是,當涉及到您的品牌聲譽時,您不會冒險。 您需要積極主動地制定公關策略,並彌補任何可能讓您陷入困境的漏洞。

在這篇文章中,我們將討論最常見的5個公關錯誤,這些錯誤會使您的品牌陷入困境。 讓我們跳進去。

1.公關誤導廣告

如今,數量驚人的企業將PR視為做廣告的機會。

Remember that if your objective is to raise brand awareness or promote products, you're better off with actual advertising.請記住,如果您的目標是提高品牌知名度或促銷產品,那麼實際的廣告效果會更好。 Successful PR is all about authentic journalism that focuses on成功的公關是關於專注於真實新聞的 真相。 它不涉及付費信息渠道,這些渠道可以扭曲和扭曲事實,僅是為了牟利。

Customers and bystanders may not notice this at the surface.客戶和旁觀者可能不會在表面上註意到這一點。 But behind the scenes, bloggers and journalists are bombarded with requests from companies to review or promote their products.但是在幕後,博客和記者遭到公司要求審查或促銷其產品的轟炸。

The worst case scenario is that your prospective influencer will divulge everything about your plan.最壞的情況是您的潛在影響者會洩露有關您計劃的所有信息。 An unfortunate example of this is the case of KANOA and their一個不幸的例子就是KANOA及其案例 企圖 還清一位著名的YouTube創作者。

You may be able to find smaller blogs and publications who are open to these gimmicks.您也許可以找到對這些頭開放的較小的博客和出版物。 Plenty of them is pooled in the他們集中在 會員營銷空間,而其他人利用 贊助職位 as means of monetization.作為貨幣化手段。 Either way, none of them can ever replace the value that true PR can bring to a brand.無論哪種方式,它們都無法取代真正的PR可以為品牌帶來的價值。

2.沒有新聞價值的故事

A PR specialist's job is not to openly communicate the positive aspects of a brand.公關專家的工作不是公開交流品牌的積極方面。 Instead, their task is to turn qualities into newsworthy stories that cause a lasting impact.相反,他們的任務是將品質轉變成能夠引起持久影響的具有新聞價值的故事。

Simply packaging your value propositions and unique selling points into a media kit isn't enough.僅僅將您的價值主張和獨特的賣點包裝到媒體工具包中是不夠的。 If you want journalists to take an interest in your brand, you need to build a story that captures attention.如果您希望記者對您的品牌感興趣,則需要建立一個引起關注的故事。 Tell them about experiences that led to your brand's conception.告訴他們導致您品牌概念的經歷。 Were you trying to solve a problem?您是否正在嘗試解決問題? How did you build your team?您是如何建立團隊的? What were the obstacles you needed to overcome to get to this point?為了達到這一點,您需要克服哪些障礙?

以下是一些其他問題,可以幫助您準備和宣傳熱門PR故事:

  • 客戶如何使用您的產品或服務來解決他們的問題?
  • 您的產品或服務是否對即將到來的假期特別有用?
  • 您最近是否針對利基市場中的相關主題進行了研究?
  • 是否有名人使用您的產品?

To cap off your pitch, make sure you use an eye-catching headline.要限制音調,請確保使用醒目的標題。 A well-known strategy is to personalize it with the name of your target journalist or a specific location.一種眾所周知的策略是使用您的目標記者或特定位置的名稱對其進行個性化設置。 It may seem unorthodox, but spicing things up with看起來似乎是非正統的,但卻使事情變得更加有趣 多彩的語言 有時也可以。

3.任何人的垃圾郵件模板

It's no secret that journalists and big-name bloggers receive truckloads of emails on a daily basis.記者和知名博客每天都收到大量電子郵件已經不是什麼秘密了。 As a result, they can sniff out a template-based email from a mile away.結果,他們可以從一英里外嗅出基於模板的電子郵件。

Don't get us wrong — templates can be wonderful, time-saving tools.別誤會我們-模板可以是很棒的省時工具。 They can still work as long as you pour enough effort into personalizing each message.只要您付出足夠的努力來個性化每個消息,它們仍然可以工作。

Remember, if you're reaching out to high-profile journalists, they deserve to be treated more than rows on a spreadsheet.請記住,如果您要吸引知名記者,那麼他們應該比電子表格上的行得到更多的對待。 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,只需借用裸露的結構並自定義,直到XNUMX%的單詞都是原始的。

Sounds overwhelming?聽起來壓倒一切? You should pay close attention to您應該密切注意 you're sending your pitches to if you want more results.如果您想要更多結果,請發送您的信息。 Make sure they're genuinely interested and knowledgeable in your niche by looking at their previous works.通過查看他們之前的作品,確保他們對您的利基市場真正感興趣並且知識淵博。

If you've been in business for a while, your brand may have been covered by them before.如果您經營了一段時間,那麼您的品牌可能已經被他們覆蓋了。 You just need to discover them and rekindle their interest with a well-constructed message.您只需要發現它們並用結構合理的消息重新激發他們的興趣。 Research tools like研究工具,例如 BuzzSumo, 哨兵一號谷歌快訊 可以通過查找品牌提及來為您指明正確的方向。

4.不建立關係

另一個可能成為公司公關活動瓶頸的錯誤是儘早開展宣傳活動。

Truth be told, there's only a slim chance that reputable journalists would accept pitches from total strangers.實話實說,知名記者接受來自陌生人的推銷的可能性很小。 Even if you provide them with a great story, what's stopping them from prioritizing pitches from brands they already know?即使您為他們提供了一個很棒的故事,是什麼阻止他們優先考慮他們已經知道的品牌的推介呢?

這就是為什麼您需要將 關係 back in PR.回到公關。 Invest in long-term relationships with these journalists or bloggers by expressing your interest in their brand.通過表達您對他們的品牌的興趣,與這些記者或博客建立長期的投資關係。 For example, you can leave comments on their posts, interact with their social media profiles, exchange casual emails, and more.例如,您可以在他們的帖子上留下評論,與他們的社交媒體個人資料進行交互,交換休閒電子郵件等等。

If you stay genuine, journalists, bloggers, and social influencers will be naturally drawn to your brand's positive qualities.如果您保持真誠,記者,博客和社會影響者自然會被您品牌的積極品質所吸引。 That's when you can recognize when they're ripe for that killer pitch.到那時,您就可以知道他們何時達到該殺手級的成熟水平。

5.在錯誤的時間發送音調

Believe it or not, timing your pitch to journalists involve a lot of science.信不信由你,為記者安排時機涉及很多科學。 For example, sending on Fridays or Mondays would bury your pitch in a weekend's worth of emails.例如,在星期五或星期一發送郵件會將您的建議埋葬在一個週末的電子郵件中。

沒有人喜歡在休息日工作相關的東西,這就是為什麼您應該從星期二到星期四發送您的瀝青。

同樣理想的是在清晨或深夜發送電子郵件- during the workday rush.在工作日繁忙期間。 According to statistics,據統計 70% 5%的人還會在晚上9點以後進行晚間檢查。

結論

A PR campaign involves more than building a media kit and reaching out to as many people as possible.公關活動所涉及的不只是建立媒體工具包並與盡可能多的人接觸。 Hopefully, the mistakes above let you eliminate the guesswork and craft a strategy that maximizes results with less effort.希望上面的錯誤可以讓您消除猜測,並製定出可以以更少的努力最大化結果的策略。

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