Common mistakes in the pr industry

We all make mistakes. What separates a professional from an amateur in any industry is how the mistake is handled.  I will be the first to admit that I have made my fair share of slip-ups, but I try to learn from those mistakes in order to avoid the error in the future. In the public relations industry there are multiple opportunities to make small oversights that result in big problems.  Avoiding every pit fall that lies ahead of us is nearly impossible in my opinion, but there are some common ones that can be avoided. Below are a few of the major mistakes that are made by public relations students and professionals. I hope by sharing my knowledge of these mistakes, I will help you avoid them in your future career in the industry.

1. Not looking deep enough into the issue:
This is one of the most common mistakes that I am aware of in PR. I also believe it is one of the hardest to avoid because it involves taking the time to question our instincts. From my experience, most PR professionals are quick and efficient workers. This is by no means a bad trait, unless we are quickly and efficiently overlooking important information regarding the issue. The quick fix is not always the best fix. Excellent PR practice requires well informed intellect. The process starts with in-depth research. Assuming that we know ‘enough’ about a situation can lead to a lot of problems. The PR industry deals heavily with human communication which is extremely complex. It is highly unlikely that any one person (regardless of education level) will form the best solution to a situation without investing some time into research. We need to look at the core of the issue we are presented and then begin to do the necessary primary and secondary research to ensure the best objectives are set and the proper strategies and tactics are utilized.

2.  Don't be afraid to reach out:
When we need help, we need help. That's hard for some of us to admit and we let our pride get in the way. That's not an option in this industry. When we are getting paid to do a job like PR (or any job for that matter), producing mediocre or shabby work is not an option. When I say "reach out", I don't just mean to teammates, a mentor, or other people. There are an immense number of resources that the internet has to offer. A quick and simple Google search can usually teach us just as much, just as fast (if not faster) than an email or phone call to a colleague. With that being said, people communicating is what makes up our industry, so using them as resources and vise-versa is an important trait to develop.

3. Follow-up, Follow-up, Follow-up:
No matter who it’s with (media, teammates, client, etc.) follow-ups will not only usually get us the answer faster, but they also serve as a reminder to who they are sent. Don’t be worried about being a pest (within reason). Just send the email, text, or call to figure out what is happening on the other end of things. This is just a part of good communication. People have lives and things are forgotten. Sending a follow-up reminder is beneficial to all parties involved. Follow-ups are also a good way to ensure everyone (especially the client) is happy with the services provided.

4. Assumptions are never the best option:
This is an all-around truth and a mistake that can really mess up a campaign. It is our job (as PR pros) to make sure that assumptions are avoided. We can't assume we know the best way to do something (i.e. social media posts, content calendars, media kits, graphic design, etc.). We can't always assume that something is getting done, that everyone remembered to do it, or even know how to do it. Asking questions to make sure everyone is on the same page and using factual information can help avoid a lot of problems in PR campaigns.

5. Teamwork:
Plain and simple, good old-fashioned teamwork (meaning working AS a team, not just ON a team). PR is a heavily co-dependent industry. We are better together working with and off one another’s expertise and experiences. We are rarely assigned to a contract alone. That means we are all responsible for holding ourselves and our teammates accountable for the work being delivered. This helps to ensure a common goal is met.  Taking the time to develop a cohesive group who knows one another’s strengths and weaknesses can be an invaluable activity for the work done for the client. We need to have fun while being professional. This should help make the job more enjoyable which can result in a higher quality of work overall. No one likes going to a job they hate.

Along with the idea of teamwork I will mention to make sure to find a happy medium.  No matter what position of the group we are in, we have to be sure we are willing to give up some workload while also not overworking our team. In my experience, PR people tend to overwork themselves and take too much on. We need to avoid that. As I said above, we are better together.  

Those are just a few of the lessons I have learned working through this industry so far. I know I will encounter more, but I hope that this will help some of my colleagues avoid making the same mistakes I have. 

Jordan Punches is a senior at Grand Valley State University, majoring in Advertising/Public Relations with an emphasis on Public Relations. He is an enthusiastic account executive and the alumni relations chair of the Grand Valley PRSSA chapter. Jordan loves making connections with people and has lead a number of teams in various organizations, including serving a term in office at the state level for a leadership organization. He is organized, motivated, learns quickly and enjoys presentations and public speaking. Jordan actively looks for more opportunities to learn and develop his skills while always encouraging a good time.