media update’s Talisa Jansen van Rensburg takes a look at a few rules that every PR professional should break.

If you always live by the rules, you’ll never see any change in your industry. That is why it is essential to mix things up so that you can see new opportunities within the industry. Yes, one person can have that big of an impact!

So, with that in mind, here are five rules that PR pros should definitely break:

RULE #1. Send out press releases to everyone in the industry

PR pros who send out press releases en masse and hoping that someone, or anyone will publish that press release is a rule that every PR pro should break — right now!

When sending out a press release, it is important to do your research in terms of who in the industry publishes what content. There’s no use in sending a press release that focuses on entertainment to a journalist who is only interested in publishing news about South African business.
Be sure to check out our Infographic: Three ways to write an impressive press release for more tips.

RULE #2. Follow up with editors and journalists ASAP

Journalists are busy, PR pros are busy, we get it — everyone is busy. And that is exactly why it is easy to forget about certain things, which means it is vital for people to communicate and follow up with one another. With press releases, there are times where the content is time-sensitive and has a deadline. 

Picking up the phone and giving the journalist a call to find out if they have received your email won’t irritate them — especially if the content was sent a while ago (and by a while ago, we mean three hours ago). However, if you follow up merely five minutes after sending the email, then you should know that the phone conversation is not going to be pleasant. 

PR pros need to understand that following up with editors and journalists is not something that frustrates them, just as long as it is done in a timely manner. 
Communication goes both ways, and there are some things that PR pros want to tell journalists as well. Be sure to read Dear journalists: Here are five things PR pros want you to know to find out what they are.

Rule #3. The client is always right

If your client writes a press release and you see that it is not written correctly, you will need to tell them that it is not written in a way that will be perceived positively by the media. The same goes for when your client would rather take their own advice than yours.

You are the communications expert, and although you are being paid by your client, that doesn’t mean that what they want is always the right thing. So, break the rule of ‘the client is always right’ and be sure to speak up when you know something is not going to work — in a respectful manner, of course.
Be sure to read No, the customer is not always right to get a clear understanding as to why you need to be able to sometimes say no to a client.

Rule #4. PR pros shouldn’t work from home

In a previous media update article, Aisling McCarthy said, “It is evident that working in PR is one big juggling act. Anyone succeeding in this industry is a jack-of-all-trades and they have to be a master of all.” And a lot of people would say that is why a PR professional will find it difficult to work from home. They need to see clients face to face, speak to the press and communicate with their contacts within the media industry on the daily.

However, not working from home is a rule that PR pros need to break now more than ever. With the lockdown in South Africa, no one can go and meet with clients, but that doesn’t mean that they can’t stay connected. With apps like Zoom, WhatsApp and Slack, you can surely stay in touch with your clients, colleagues and media contacts.
If you feel that working from home might be too difficult, be sure to read The ultimate PR guide to working from home for some reassurance.

Rule # 5. Don’t send out personalised emails to journalists

Countless PR professionals send out press releases or emails where they start off with ‘Dear Sir’ or ‘Good day Mrs’ This shows the journalist that you don’t know who works at the publication, and it might seem as if you don’t really care too much about whether or not they publish your content, since you can’t even greet them by their name.

The thing is, everyone loves to feel valued, and personalised content is the key to creating that feeling. Phoning a publication and getting to know the people who work there will allow you to send out personalised emails to each person.

Getting to know the people, and the focus, of a publication will allow you to send only the most relevant press releases. Doing this makes the journalist feel valued and they will know that you never waste their time, meaning they might give your emails a bit more attention.
Struggling to get journalists to respond to your emails? Then you need to check out these Five pick-up lines you can use to avoid being ghosted by journalists.
What are some other rules that you think PR pros should break? Be sure to let us know in the comments section below.

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Is this pandemic putting strain on how you communicate with other people? Check out Three ways to communicate during a global crisis to ensure that your communications game is stronger than ever before.