11 Mistakes Businesses Commonly Make When It Comes to Public Relations

In business — and especially the culture space — what the public thinks of your brand is everything. Do they find you trustworthy and reliable? Do they think of you as innovative, cool or luxurious? Controlling the narrative around your brand is key to ensuring you create the image you’re after — and to ensuring you’re reaching your desired target audience. 

However, public relations is an art as much as it is a science, and many businesses that don’t have experience in this particular area can end up making mistakes that could damage their reputation in the short and long term.

To avoid these same blunders, consider this list of common mistakes as outlined by the business leaders of Rolling Stone Culture Council. Below, they detail why these mistakes can be detrimental to your brand goals and advise what actions you should take instead.

They Don’t Talk Enough About Their Business

A PR friend recently gave me feedback that I have a strong personal brand but that I don’t communicate what I do on social media. It’s incredibly difficult to make my industry — employee benefits — sexy or even interesting enough to listen to. It’s as sexy as regulatory compliance or contract law. A personal brand is not effective if people don’t know what to call you for. Talk about your business! – Summer Westerbur, Kairos Insurance Group Cannabis Division

They Assume the Media Will Pick Up Their Press Release

Assuming that their press releases will get picked up automatically by the media is one of the biggest mistakes businesses make. So, think big. Put your press release on the newswire. Send your press release to industry-related publications, podcast shows and smaller publications. Make lots of “good noise” on social media with any kind of coverage you get. Good news goes a long way. – Paul Fitzgerald, Salt & Pepper Media Inc.

They Think They Are a PR Expert

Effective PR is a specific skill set and expertise. Plenty of business leaders assume they know what to do when they don’t have this background. Humility is a superpower; admit when you don’t know things. Find an experienced, reputable PR expert with a background in this specific kind of situation. After all, you wouldn’t hire a litigator to draft your will, or an oncologist to do your root canal. – Jed Brewer, Good Loud Media

They Don’t Know Their Audience Well Enough

A key PR mistake is not knowing your audience: investors, clients or end-users. Each requires tailored messages. Misalignment leads to ineffective communication, failing to resonate and engage. – Jessica Billingsley, Sona Capital

They Focus on Going Viral Over Highlighting Genuine Impact

We see a lot of PR clients who have been focusing on landing buzzy, viral stories rather than high-value, genuinely impactful ones. While “going viral” might lead to a temporary uptick in traffic, publicizing impactful stories that are genuine and relevant to your brand’s core identity will be far more effective in the long run. – Evan Nison, NisonCo

The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?

They Fail to Prioritize Timely, Transparent Communication

A common mistake in public relations is underestimating the importance of timely and transparent communication, especially during a crisis. This can damage trust and your reputation. Businesses should proactively communicate with honesty and clarity, addressing issues head-on and demonstrating commitment to stakeholders’ concerns and resolutions. – Stephen Nalley, Black Briar Advisors

They Focus on the Wrong Outlets

Be mindful of the outlets that recognize you. Amplify those that come from established publishers and brands to build your online authority in search and strengthen credibility with consumers. Avoid pay-to-play or random blogs, which can have the opposite effect and negatively impact your brand. – Michael Klein, cannabisMD

They Neglect to Include Credible Contact Info

Businesses forget to put full contact info — contact name, company name, physical address (including zip code and country), a contact phone number, the company weblink and/or social media links. It makes you verifiable, researchable and helpful. This way, you will be taken a bit more seriously. – Susan Johnston, New Media Film Festival®

They Deviate too Far From Their Brand Identity

Staying competitive and relevant is essential, but businesses commonly try to please everyone at once. Instead, they should constantly recenter themselves in the heart of their mission before approaching new campaigns or considering applying current trends. Deviating too far from your brand identity risks you becoming disingenuous. – Magen Baker, Bell + Ivy

They Fail to Engage With Their Audience

One easy mistake businesses make in public relations is failing to genuinely engage with their audience, often resulting in one-sided communication that ignores feedback and community sentiment. Instead, I advise businesses to actively listen and engage with their audience, fostering a two-way conversation. This approach not only builds stronger relationships but also provides valuable insights. – Matthew Miller, Orlando Informer

They Overlook the Power of Consistency

Overlooking the importance of consistency in messaging can harm PR efforts. Whether you’re publishing positive articles or responding to negative ones, ensure all communication aligns with your brand identity and values. Tell a story and center your audience. Maintain coherence across platforms and interactions to build credibility and a strong brand image. – Dan Serard, Cannabis Creative Group