Want to give a PR pro nightmares?
In honor of Halloween, here are seven of the scariest things we hear from clients and prospects.
“The intern runs our social media.”
Although young people are often familiar with social media platforms from personal use, they usually aren’t brand experts. One inappropriate post can haunt a company’s reputation forever. Make sure there is a training process and someone experienced approving content if interns have access to social media accounts.
(And remember: A true pro will know all the tricks to delivering a high return on investment.)
“We don’t have Google Analytics.”
Google offers a free tool to track website traffic. It’s an effective way to peek behind the mask and measure the impact of advertisements, messaging and other tactics to raise brand awareness or sell a product. Analytics tools, combined with experienced interpretation, help brands determine what’s working, what’s not and how to adjust.
“We told the reporter ‘no comment.'”
Candor’s philosophy is to be honest and transparent with the media. Having nothing to say implies an organization has a skeleton in the closet. “No comment” robs an organization of the opportunity to provide context, especially on potentially damaging stories. It is better to be forthcoming and tell reporters when more information or answers will be available.
“I don’t know… could you just jazz it up a little?”
It’s part of a PR firm’s job to use its expertise to make things “pop.” But professional communicators need to fully understand the client’s goals and audience to create exceptional materials. They need partners who provide input and offer descriptive feedback; they aren’t gypsy mind readers.
“We’ll just print that in-house.”
Everyone wants to save money. But do-it-yourself printing can mean wasting staff time or sacrificing quality. Office printers don’t deliver true color, proper margins or full-bleed printing that really make a piece look professional. If you must print in-house, make sure the graphic designer is aware so she can design it accordingly.
“We want this story on the front page of the Sunday paper.”
Scaring up exceptional placement is always the goal when pitching stories. However, not every story meets the criteria for banner treatment, and reporters rarely determine where their work runs. When clients help us dig up a story that appeals to a news outlet’s audience, it increases the chances of getting on the cover.
“What have you done for me lately?”
If you hand out king-size Snickers bars one year for trick or treat and raisins the next, you’re going to end up with something unpleasant on your doorstep. That’s why PR pros always look for ways to deliver more to clients. We focus on providing sweet metrics – such as website traffic, media hits, video views, sales conversions, etc. – to demonstrate the value of our work. We survey consumers to understand how they feel about brands. And, especially at Candor, we try to look around the corner and suggest new ways our clients can reach their business and marketing goals.