5 pitfalls to sidestep at the outset of a PR program

You’re raring to enhance your visibility, build credibility and promote your expertise, but you should hold on a minute before accelerating your media outreach vehicle.

Here are five bits of advice to heed if you want to increase your chances of success:

1. Don’t put the cart before the horse.

Don’t pick up the phone, send an email or tweet at your target reporters until you have a clearly defined strategy. That means your team must fully understand the messages you want to share. It’s also important to confirm that your messaging and goals complement your company’s communications and overall objectives.

Here are four additional questions to clarify before proceeding:

Helpful, interesting, visually appealing content gives your PR program a launch pad. Make sure you have something worth clicking on before you get in touch with anyone.

2. Don’t run before you walk.

Reach for the stars, but don’t neglect smaller checkpoints along the way.

Go ahead and include high-visibility outlets as part of your outreach, but get your feet wet by securing coverage on smaller platforms. News begets news.