Telum vox pop: What are the PR bad habits you think should disappear?

Telum vox pop: What are the PR bad habits you think should disappear?

Telum is looking to canvas opinions on topical and industry issues. If you'd like to be involved in next week's vox pop, get in touch.

Yasmine Gray, Executive Director, Red Brisbane
Pitching for pitching’s sake - so often people get lost in the speed of churn and forget that you have to deliver something that is newsworthy. It’s not just about sending out a press release to show that you’ve done your job. Doing this not only fails to get result but is why PR gets a bad name. Failing to measure results is another constant that persists in the industry. Without data the impact of our work will never be understood. Price gauging has to stop. Our profession is devalued every time someone accepts or offers rock bottom fees. We are an important industry that should be proud of its skill. We need to be remunerated fairly for that and should force businesses to budget accordingly and not accept being an after-thought when the marketing budget has already run dry.

Sarah Williams, Chief Marketing and Communications Officer, Vector
While PR is much broader than media relations alone, no matter what anyone says, it’s still an important part of the mix. The big bad habit I detest is lazy PR folk who pitch stories with zero relevance to the outlet or reporter they are talking to. Do the research - read, watch, listen, follow and make an educated, informed choice rather than try anyone, cross your fingers and hope someone says yes. It does nothing for the direct relationship between your organisation, the journalist and their media outlet plus it reflects poorly on the reputation of the communications industry.  

Simon Troeth, former journalist and General Manager, Industry Positioning and Engagement, Minerals Council of Australia
A global pandemic and your busy job do not excuse a lack of courtesy or respect - or your inability to take the time to know more about what I need or want before contacting me to advance your client’s interests. Please don’t insult me with corporate jargon or gibberish ("learnings", anyone?). Relevant, succinct, timely and verified information is what will get and hold my attention. And fake pleasantries never fooled anyone. If you say what you mean and do what you say, that’s a good start. Under-promise and over-deliver…with a smile!

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