5 Stupid PR Tactics
Don Crowther, a blogger on Global PR Week, writes about the 5 stupidest PR tactics. I am sure that this could create some controversy with other PR professionals, but I think he makes some valid points.
Crowther first explains that a PR campaign can cost a lot of money, so if you are looking at hiring a PR firm, make sure they bring something different to the table.
Crowther's first stupid PR tactic is big events. He thinks that, yes, they might create a big attendance, but did it create media coverage? More importantly than media coverage, does that really increase sales? He argues that most of the time it does not.
Sponsorships are the second stupid PR tactic. Yes, they might get a company name out there, and Crowther argues it could be a nice tax write-off, but again how does that increase your sales. Crowther argues that sponsorships might as well be a nice charitable activity.
The third and fourth tactics have to do with media releases. Crowther thinks that if it's not news, don’t bother. People don’t care about things that are not news worthy. Also, don’t send news releases to international outlets unless it is international news. Some people get the idea that sending a news release to as many outlets as possible is the best thing to do. Crowther argues to send them to places that have a good chance of printing it and save the money you would have spent sending them elsewhere.
The last tactic is not to bother with expensive, cool media kits. Give people what they need, and don’t waste money on other superfluous things.
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2 comments:
I have to say, Don Crowter is out of touch with 21st century media.
One of the most important elements in public relations involves constant interaction with the media, and maintaining your client’s reputation. Sponsorships and media releases are essential elements of public relations in the 21st century.
I thought that this was a good blog but it wasn’t very helpful because all he did was complain. If Dan Crowther really wanted to make a difference on how and which PR tactics are used, then he should have made some more suggestions on what to do. I appreciate a blog with suggestions a lot more than one that just points out problems.
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