The truth is that not every PR campaign hits the mark. Sometimes it’s not the right fit, sometimes the timing just doesn’t work out, but other times, the team you hired made key mistakes that doomed their work from the start. If your PR team made one of these unforced errors, their marketing efforts probably did not get off the ground.
1. Pitching an Industry-Specific Story to a Consumer Audience
Many PR teams are ambitious enough to think they can sell highly technical or industry-specific stories to larger publications in the hopes of getting that big New York Times media hit. When reporters that write for a consumer audience see pitches with trade and industry jargon, they are instructed to delete them. Associations typically deal with regulatory changes, industry standards, and niche trends that a general audience is not familiar with. When PR teams send these stories to consumer publications, they risk wasting time and missing out on more relevant media opportunities. Instead of mass-pitching, PR teams should focus on industry publications, trade journals, and sector-specific reporters. These outlets have audiences that understand and care about the subject matter.
2. Offering Interviews and Byline Articles Without Client Approval
PR teams often fall into the mistaken idea that any media interest is good. When you offer someone as a spokesperson or an article author, it’s important to make sure they are on board. When you tell a reporter someone is available for an opportunity and they end up declining, you lose your credibility with those reporters. In associations specifically, clients may be reluctant to speak on certain topics, or the person being offered may be affiliated with the company but not technically work for them. This can lead to embarrassing situations where the PR team offers resources that are not theirs to offer.
3. Becoming a Press Release Factory
Some PR teams view a press release as the end-all solution for every campaign. To truly get the most out of a PR campaign, your team needs to go beyond just writing a press release and use it as a resource to start the conversation with national and industry media on your expertise and achievements. Pitches, LinkedIn articles, interviews, TV segments, podcast appearances, and influencer partnerships are all parts of a successful public relations campaign that can arise from using a press release as a starting point.
That said, not every story needs to be a press release either. Very often a media alert, event posting, or simple pitch can get the point across in situations that don’t merit a full announcement. Reporters are tired of seeing their inbox flooded with press releases, and they will appreciate it when a publicist sends them something different to stand out.
4. Choosing Quantity of Pitches Over Quality
One main reason reporters’ inboxes are so flooded is that many PR teams require their employees to send a minimum number of pitches per day. As a result, some of them will send out bad, irrelevant, poorly written pitches just to make it through the day, which does far more harm than good in establishing trust with reporters. Reporters in turn are less likely to open emails after receiving irrelevant pitches from that PR team in the past.
A thoughtful, well-crafted pitch tailored to the journalist’s beat and interests is far more effective than a mass email. PR teams should research reporters, understand their previous work, and personalize pitches to align with their coverage areas. This increases the chances of securing meaningful media placements.
5. Ignoring Industry Trends
Associations exist to represent their industries, yet some PR teams fail to incorporate current industry trends into their communication strategies. Most PR teams try to plan out their scope of work months in advance, and they fall into the trap of sticking to their plan like glue and ignoring recent trends that pop up in the news and on social media. Overlooking major developments, policy shifts, or emerging issues can make the association seem out of touch and irrelevant.
It is important to proactively monitor industry trends, regulatory changes, and competitor activity. By aligning messaging with current industry conversations, associations can remain credible and garner media interest in their expertise on those trends. Thought leadership pieces, timely commentary, and proactive media engagement can position the association as a go-to source for insights.
PR teams managing associations have a unique challenge: balancing industry expertise with strategic media engagement. By avoiding these common pitfalls—misdirected pitching, unapproved interviews, excessive press releases, quantity-driven outreach, and trend neglect—PR teams can enhance their effectiveness and maximize the association’s influence. A targeted, thoughtful approach will yield better media relationships, stronger industry credibility, and ultimately, more impactful communications.
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