Common PR Mistakes

I recently read an article on PR Daily [clearly one of my favorite websites!] titled Common PR Mistakes. We can all relate to this list whether or not you're in the PR world. Here is my abbreviated version of that list.

• Not having a plan. Have a detailed plan in tact for your PR and marketing strategy. 
• No core value statement. A value statement sets you apart from your competition and narrows down what exactly your company does. Take some time and create one.
• No distribution of your message internally. Make sure each and every one of your employees know what your businesses message [or core value!] is. It is useless otherwise.
• No distribution of your message externally. Build your community to send your messages to, via press releases or tweets or status updates.
• Having no goals, deadline, or follow up. Have a plan of action set for each project and even each business meeting. It's an easy way to track you and your company's progress.
• No crisis plan. Bad things happen to good companies all the time so be sure to have a plan of action if something goes awry. 
• Ignore the importance of timing. The timing of your response has to be as quick as possible, yet thought out.
• Never erase. Erasing negative Facebook comments is not beneficial to your business. Negative comments are an opportunity to tell your side of the story and to hopefully correct the situation.
• Never shut off the channel. Even if your Facebook is overwhelmed with negativity, never shut it down. It may mean working overtime to deal with complaints but it will show that you care about your customers. 
• Don't go on the offensive. Do not fight back or attack the negative commentator via Facebook. It will make you look guilty and immature. Bring in your PR crisis team to help deal with the problem.
• Don't be afraid to admit when you're wrong. No company is perfect and it's not the end of the world if your company makes a mistake, but admit it.
• Never try to erase your scars. PR issues from the past may come to the surface in many years after the issue but the key is to educate your current staff about what took place at that time and what the company's reaction should be if it is brought up again publicly.