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When building media contacts, there are some avoidable mistakes that companies or organizations can make. Here are some of them:
Not doing thorough research:
Companies should take time to research and understand media before making contact. A lack of knowledge about a publication or journalist can result in the wrong type of story being pitched or an email being sent to the wrong recipient.Unclear or incomplete messaging: Journalists are often busy and have little time. Therefore, it is important that a message is clear, concise and contains all relevant information. If journalists don't understand what the company or organization is trying to communicate, or are missing important details, the story may not get published.
Following up too frequently: It's important to maintain media contacts, but following up too frequently can be annoying. Companies should wait until they receive a response before contacting again.
No personalized addresses: Journalists are often bombarded with mass emails. If companies do not use a personalized speech, the email is likely to be ignored. Companies should make sure to include the journalist's name and a personal touch in their emails.
No research.
No research on the topic: If a company is trying to contact a journalist for a specific story, it's important to make sure the journalist is actually writing about the topic. If not, the company may be wasting time and resources.
No relationship nurturing: If companies only contact a journalist when they have a story to share, that's a mistake. A relationship with a journalist should be nurtured by providing them with helpful information or resources, or simply informing them about what the company is doing.
By avoiding these mistakes, companies can build more successful relationships with media contacts and have a greater chance of getting their stories in the media.