{"id":18901,"date":"2019-05-13T17:17:14","date_gmt":"2019-05-13T14:17:14","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=18901"},"modified":"2019-05-13T06:21:29","modified_gmt":"2019-05-13T03:21:29","slug":"mistakes-in-public-relations-and-advertising-programs","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/mistakes-in-public-relations-and-advertising-programs\/","title":{"rendered":"5 Common Mistakes in Public Relations and Advertising Programs"},"content":{"rendered":"

\"\u00d9\u0086\u00d8\u00aa\u00d9\u008a\u00d8\u00ac\u00d8\u00a9<\/p>\n

 <\/p>\n

When you take on the task yourself Public relations<\/a> for your project, you may fall prey to misconceptions that lead to mistakes. Some people believe that public relations <\/span><\/p>\n

is a task anyone can handle without understanding its fundamentals\u2014but doing so risks wasting your efforts.<\/span><\/p>\n

Therefore, companies that want to succeed and achieve their goals should hire specialists in this field or set aside enough time to learn the techniques of <\/span><\/p>\n

Public Relations<\/span><\/p>\n

There are five mistakes you should avoid. Take the time to understand the concept of public relations so you can adopt effective approaches:<\/span><\/p>\n

 <\/p>\n

Confusing public relations with advertising<\/strong><\/span><\/h2>\n

Both are marketing strategies that promote your business and increase its chances of success. But sometimes, the distinction between them isn\u2019t clear. The truth is that <\/span><\/p>\n

Advertisement<\/a> public relations and advertising are very different, and each has its place. Take the time to decide when and why to use public relations rather than advertising. <\/span><\/p>\n

Public relations rather than advertising?<\/span><\/p>\n

A public relations program helps build a strong reputation for your business by showcasing your expertise and past successes. Media coverage, on the other hand, requires <\/span><\/p>\n

a third party to speak positively about you and your company.<\/span><\/p>\n

Here are a few suggestions:<\/span><\/p>\n

\u2013 If your goal is to build credibility for your company\u2014or for yourself as a professional\u2014public relations is an excellent way to do it.<\/span><\/p>\n

\u2013 If your goals are educational, then public relations is the best choice.<\/span><\/p>\n

\u2013 If you have extensive expertise in topics of current interest, public relations is your winning bet.<\/span><\/p>\n

\u2013 If your company already stands out from the competition, public relations can work wonders.<\/span><\/p>\n

\u2013 If your budget is limited, public relations is a reliable way to reach the right audience at the lowest possible cost.<\/span><\/p>\n

\u0648\u062e\u0644\u0627\u0635\u0629 \u0627\u0644\u0642\u0648\u0644:<\/span><\/p>\n

If you want to get noticed and establish a presence, advertising is the fastest way to do it; but if you want credibility, public relations<\/span><\/p>\n

Public relations is the best way to achieve the results you\u2019re looking for.<\/span><\/p>\n

.<\/p>\n

Focusing too heavily on the media<\/strong><\/span><\/h2>\n

Media coverage is invaluable in a public relations campaign: it tells your story in the right way, helping you build credibility quickly and more effectively than<\/span><\/p>\n

direct product advertising can. However, relying too heavily on Media<\/a> it can be a double-edged sword.<\/span><\/p>\n

In general, don\u2019t assume reporters will do their job without a little encouragement from you. Be sure to follow up with a phone call or email, <\/span><\/p>\n

because competition is fierce, and media coverage spans a wide range of fields.<\/span><\/p>\n

.<\/p>\n

Insisting on writing when you lack the necessary skills<\/strong><\/span><\/h2>\n

Don\u2019t run your own PR program without prior experience or strong writing skills. Although public relations is above all a talent, it is not... <\/span><\/p>\n

It calls for a high level of expertise, so it isn\u2019t rocket science; it relies on common sense, making connections, creative thinking, and so on. Anyone can <\/span><\/p>\n

do it, provided they put in the time and effort\u2014they\u2019re the magic ingredients.<\/span><\/p>\n

Don\u2019t try to write your own posts or publish content on your website unless you\u2019re a good writer. You should also have an editor review your writing to catch <\/span><\/p>\n

any mistakes, because every writer needs an editor. If you don\u2019t enjoy writing, don\u2019t take this on in the first place. Poor writing reflects badly on <\/span><\/p>\n

the company and makes it look unprofessional\u2014which is certainly not the impression you want your products to give. So, hire a professional copywriter.<\/span><\/p>\n

You should also look at examples of PR programs by reading articles on the subject or searching online, so you can <\/span><\/p>\n

by engaging directly in discussions with others.<\/span><\/p>\n

.<\/p>\n

\u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0636\u064a\u0642\u0629<\/strong><\/span><\/h2>\n

Whatever your company does\u2014whether selling clothes in a small shop or showcasing innovative technology software\u2014you\u2019re usually very close to the business; <\/span><\/p>\n

which can make it hard to see the whole picture. Business owners see their ventures as they want them to be, but they would do better to see them through other people\u2019s eyes.<\/span><\/p>\n

Take a few steps back before launching a public relations program. For example, if your product is similar to others on the market, don\u2019t focus on the product itself, <\/span><\/p>\n

but instead focus on something else that highlights the company\u2019s success, such as its management style, workplace culture, unprecedented distribution channels, human touch, or expertise <\/span><\/p>\n

and track record. Set aside your bias and look through other people\u2019s eyes to see what they find compelling when they come to your company. That\u2019s what you should focus on.<\/span><\/p>\n

The communications program.<\/span><\/p>\n

.<\/p>\n

Taking a holistic view<\/strong><\/span><\/h2>\n

This is the flip side of the previous mistake: you can\u2019t be everything to everyone. Yet some people try, imagining they can reach every audience segment, <\/span><\/p>\n

making their public relations program meaningless and ineffective. People look for what matters to them personally in what they read, so keep this in mind to avoid wasting your <\/span><\/p>\n

\u0645\u062c\u0647\u0648\u062f\u0627\u062a\u0643 \u0633\u062f\u064b\u0649.<\/span><\/p>\n

.<\/p>\n

A good approach is to define:<\/span><\/p>\n

\n

– \u0627\u0644\u0641\u0626\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u064a\u062f \u0648\u0635\u0648\u0644 \u0645\u0639\u0644\u0648\u0645\u0627\u062a\u0643 \u0625\u0644\u064a\u0647\u0627.<\/span><\/p>\n

– \u0644\u0645\u0627\u0630\u0627 \u0642\u062f \u062a\u0631\u064a\u062f \u0647\u0630\u0647 \u0627\u0644\u0641\u0626\u0629 \u0623\u0646 \u062a\u0639\u0631\u0641 \u062a\u0644\u0643 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a\u061f \u0648\u0645\u0627\u0630\u0627 \u0633\u062a\u0641\u0639\u0644 \u0628\u0647\u0627\u061f \u0641\u0642\u062f \u064a\u0643\u0648\u0646 \u0644\u062f\u064a\u0643 \u0639\u0634\u0631\u0629 \u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0644\u0643\u0646\u0651\u064e \u0648\u0627\u062d\u062f\u064b\u0627 \u0645\u0646\u0647\u0627 \u0641\u0642\u0637 \u0633\u064a\u0643\u0648\u0646 \u0645\u062d\u0648\u0631 \u0627\u0647\u062a\u0645\u0627\u0645 \u062d\u0645\u0644\u0629 <\/span><\/p>\n

Public relations for this category\u2014perhaps because it differs from competitors\u2019 products or reflects your extensive expertise. So think carefully about what your focus should be <\/span><\/p>\n

to ensure your PR efforts achieve the success you\u2019re aiming for.<\/span><\/p>\n

\n

\n

<\/div>","protected":false},"excerpt":{"rendered":"

  \u0639\u0646\u062f\u0645\u0627 \u062a\u062a\u0648\u0644\u0649 \u0628\u0646\u0641\u0633\u0643 \u0627\u0644\u0642\u064a\u0627\u0645 \u0628\u0645\u0647\u0645\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0645\u0634\u0631\u0648\u0639\u0643\u060c \u0641\u0642\u062f \u062a\u062a\u0639\u0631\u0636 \u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u062e\u0627\u0637\u0626\u0629\u060c \u062a\u0631\u062a\u0643\u0628 \u0639\u0644\u0649 \u0623\u062b\u0631\u0647\u0627 \u0639\u062f\u0629 \u0623\u062e\u0637\u0627\u0621\u061b \u0641\u0647\u0646\u0627\u0643 \u0645\u0646 \u064a\u0639\u062a\u0642\u062f \u0623\u0646 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 \u0645\u0647\u0645\u0629\u060c \u064a\u0645\u0643\u0646 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":18904,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[8223,2648,18937,4367,18938,293,2009],"class_list":["post-18901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-8223","tag-2648","tag-18937","tag-4367","tag-18938","tag-293","tag-2009"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/18901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=18901"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/18901\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/18904"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=18901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=18901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=18901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}