What are the biggest PR mistakes in games
WHY WE HAVE TO FOLLOW UNWRITTEN LAWS: THE 5 MOST COMMON PR ERRORS
With Sandra we have brought a freelancer from the “other side” on board: She has been working in journalism for twenty years, and is still writing and blogging for various media. She supports us in writing, storytelling - and understanding the journalistic point of view. And because we're basically nice and don't want to be the only ones to benefit from her know-how, Sandra shares the five most common mistakes PR people make towards journalists:
1. From dog food to rabbit breeder competitions
Yes, of course, there are always journalists who complain about emails they have received from an automatically generated mailing list. Conversely, they have not realized that they are on a huge list and that their computer has a delete key. And of course you don't have to check every contact in a mailing list to see whether it fits the offer one hundred percent or not. But anyone who offers something separately to a medium has to know who they are dealing with. You don't have to want to turn on a coffee machine for a people magazine (unless it's called Jura and there's an interview with Roger Federer about it) and a music show doesn't have a beauty product. Logically actually. And yet, as a people journalist, I always have PR people on the phone who want to make vacuum cleaners, dog food or rabbit breeder competitions tasty for me.
It would be even better if you also have a minimal knowledge of journalistic forms - a report, for example, requires a time schedule - before you offer it to a professional. It would be ideal if you knew what sections and sections of the medium in question had. Not only that in such categories you can often “supply” something that would otherwise have no chance. Media professionals who notice that you have dealt with their medium are more likely to stand up for you.
2. "I thought you could do something there"
Storytelling is on everyone's lips. But hardly anyone knows what that actually is. It is relatively simple if you can speak a little bit of English: tell a story. Or a story. Nothing huge. But a huge problem for many PR people. "Yeah, I thought you could do something there." Note: As long as you don't offer me a superstar à la Roger Federer or a triple A event à la Coachella, “something” is not good enough. Come up with a story to tell. It doesn't have to be a blockbuster - but half a storyline would be a start.
3. Deal or no deal?
Your job is different from mine: You have to “sell” your customers, I have to inform and entertain my audience. I don't care about your customer. Even if you mention his name 57 times in an email, 98 times in a media release and 14 times on the phone. I'm interested in the relevance, the story, the entertainment value. Because I want to inform, entertain and tell this story, I create the connection with your customer. That's the deal.
4. No means no
Persistent is good. It often happens that you have a really good story to tell, but the media worker simply doesn't buckle it. Or is reluctant because it comes from the PR side. If you feel this is the case, try again with him or someone else from the same medium. But at some point it's also good. No actually always means no. And when it says “I have to clarify”, the first time it means “I have to clarify”, the second time “I've forgotten” and the third time “I'm not really interested, but don't dare to say that . ” And one more thing: such cancellations are not meant personally. Sometimes you're just unlucky and it just doesn't fit.
5. Fair play
Yes, I know it's tricky: the customer wants to be represented in as many media as possible, the media want their stories to be as exclusive as possible. And what are you doing You hide from one medium that you have promised something to the other. Not a good idea - even if you didn't sell the exact same story. This may pay off for the customer in the short term, but your relationship with the journalist and her medium is damaged. And the industry isn't that big. It is easy to get a bad reputation - and it is very difficult to get rid of it. So better be fair. And lying is definitely not possible. If you are confronted with something from the journalistic side that, for example, is not allowed to go out yet, it is better to say that you are not allowed to say anything about it at the moment. And have you already promised the Primeur to someone, out of it. Even if someone is offended, it is still better to play second fiddle than to be lied to.
The fact that we have such a good relationship with journalists at FBC is probably due to the fact that we do everything we can to avoid precisely these mistakes and that we can always ask our Sandra for advice - and above all because we always have a story ready!
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