Ever wondered what phrases cause a PR professional’s eye to twitch? Here’s a list straight from the heart of PR land:
- “Just add some buzzwords—make it sound exciting!”
Ah, yes—nothing screams authenticity like “We’re thrilled to” and “cutting-edge solutions.” The truth is, buzzwords dilute your message. Excitement comes from clarity, not fluff.
💡 Ditch the jargon. Real impact needs real words.
- “Can we get on Forbes next week?”
Unless you’ve just invented a teleportation device or cured Mondays, it’s not that simple. Top-tier coverage needs a solid story, a strategic angle, and—yes—a bit of luck.
💡 Let’s focus on crafting a story that earns its spotlight.
- “Send a press release about [obscure update].”
Trust us—no one’s excited about your minor software tweak, not even your own team. Save press releases for news that really matters.
💡 Use releases sparingly; they should make noise, not whispers.
- “Can you get that article deleted?”
Removing coverage isn’t ethical or feasible (and we’re not about to enter the “let’s pay to have that deleted” dark territory). The best way forward is to respond thoughtfully and own the narrative.
💡 Mistakes are opportunities. Own them and respond strategically.
- “Can we ask the journalist to change the headline?”
Headlines are like cats—they do what they want. Often, it’s the editor’s call, and pushing back won’t work. Instead, let’s work on shaping the story before it hits the desk.
💡 Shape the story before it gets to print. Headlines follow the angle you give.
- “I’ll approve the article before it goes live.”
That’s not how journalism works. You don’t get to approve articles—journalists aren’t working for you; they’re working with you.
💡 Build trust by being prepared and transparent.
- “Just say ‘no comment.’”
While silence might work in detective shows, it rarely does in PR. When a crisis hits, the worst thing you can do is go quiet.
💡 Have a prepared response that shows you’re informed and in control.
- “You know the journalist, right? Ask for a favor.”
Relationships help, but not for free passes. Journalists value integrity; asking for favors puts both them and us in a bind.
💡 Build rapport by offering valuable stories, not personal requests.
- “Fix the negative coverage—it’s biased!”
We can’t control every headline, but we can respond. Instead of fighting the press, let’s offer a new perspective and shift the narrative.
💡 Address bias with facts and transparency.
- “Just PR it.”
Ah, the ultimate vague request. Are we talking getting massive coverage with zero budget, on top-tier media, and overnight? Or is this more about conjuring PR magic out of thin air? Let’s clarify what you’re hoping for so we can make a real plan.
💡 PR is strategy, not magic. Let’s plan and execute, not wish and hope.
PR isn’t about quick fixes; it’s about crafting stories that matter. That’s it.
