7 Common Publicity Mistakes
Publicity can be said to be the vehicle that conveys success. This implies that for a business, or even a person to be successful, they must be known, by people who by their actions or inactions are capable of lifting them to a great height of success, this is why advertising and marketing is considered essential for any business endeavor. Publicity is a fragile concept, as there exists a thin line, between negative and positive publicity. In a bid to popularize businesses, some publicists/ businesses have pulled dangerous publicity stunts that has in some cases, tarnished reputation beyond repair. This ultimately leads us to the Do’s and Don’ts of publicity campaigns. Below are common publicity mistakes that can be avoided.
Lies; there is nothing that hurts the reputation of an organization more than lies. It is tempting to state claims that are not true, if it portrays your organization in good light, but not only is this deceitful and unprofessional, it has the tendency to backfire. No lasting legacy can be built on lies, this means that whenever your organization is involved in a campaign, it is pertinent to fact check, and make sure you do not deliberately tell lies to your publics.
Propaganda: this is also similar to lies, but not in its entirety.These are half-truths and unverified claims, exaggerations of all sorts. When an organization focuses more on showing their products in the best light, and not making necessary changes to make sure the product lives up the expectations of the buyer, using such products become disappointing, as the users through such publicity were conditioned to expect better. The media no doubt is an exaggerated platform, but nevertheless, it is important to offer exactly what you claim you offer.
Sloppiness: one cannot overstress the importance of proof reading and editing. Being sloppy and haphazard in your approach, takes away from your professionalism, thus reducing the effect of your campaign. Excellence is attractive. If you can spot the mistake, assume that everybody can, and correct it immediately, this takes you one step above average.
Unrealistic Expectations: good publicity definitely cannot be gotten in one day, just like the famous saying, Rome was not built in a day. It is important to launch a campaign, bearing this in mind, in order to avoid unnecessary frustration. Publicity takes time, gaining customer trust takes time as well, so when things seem a little slow, accept that it is a normal part of the process, stay consistent, and give it time.
Unfiltered Information: not every information is newsworthy. Some information are meant for in house consumption, putting such information out, would create click baits, resulting from efforts to attach relevance to them, and you do not want to be known as one who puts out irrelevant information. Unfiltered information can also lead to publicity overload.
Timing: working under pressure in most cases, does not yield good results, this is why it is important to plan ahead. As a business, looking to engage in publicity, take timing into account, do not start planning a Christmas campaign in November, as this cannot give you enough time to plan properly. Start as early as possible, to ensure that every unfavorable outcome can be foreseen, and deliberate attempts can be made to correct them.
Trying to start big: do not chase after big publicity when you can start small, do not wait to advertise on NTA, when you can start with a simple social media post. Starting small gives you room to grow and improve. Any legitimate shot at publicity you get, take it, utilize all available media.
Publicity for sure is not as simple as ABCD but avoiding these mistakes can help give you a better shot, if not, contact us, we would be glad to help.