Compared to ten years ago, more companies are doing PR due to the strong brand awareness it can bring when done right. Yet, we still see the same mistakes happening over and over. PR isn’t just about sending press releases or spamming for attention. It’s a strategic tool for building awareness, credibility, and long-term relationships through storytelling. In this blog, we’ll break down some of the most common mistakes we still see across both startups and established players, and share tips on how to avoid them.
1. Not pitching stories
We’ve seen a few Nordic funding announcements recently that have only been reported in one or two outlets. That’s usually a sign there was little or no pitching behind it. And it’s a shame, because there’s a real appetite for these stories. Startup, tech, business, and trade media are all interested in funding stories, but if you don’t give them enough time and information in advance to report on your company, you’re not going to get the coverage you deserve. There’s a lot of wasted potential here.
And the story is not just about the capital you received – it’s a chance to explain the big picture and show the world why people have literally invested in your mission. So, tell them, but don’t trust the spray-and-pray method. Pitch it to relevant media outlets that cover your type of company and build long-term relationships. If you’re looking for quality tips on pitching, check out our Get Known podcast.
2. Prioritizing length over substance
There’s an obsession with making press releases one page long. We get it. Nobody wants to read pages of vague corporate waffle or startup hyperbole (trust us, you’re not “revolutionizing” anything yet). But if you’re trying to cram your story into one page and stripping it of all context in the process, that’s not helping anyone. One-pagers often lack the depth and context journalists need.
A good release doesn’t have to be three pages long, but it does need to be clear and informative. What’s the actual news? Why does it matter? What’s the addressable market, and what’s the current market standard? Who are your competitors, and how are you different (don’t be afraid to name them!) Do you have data to support your story?
Journalists need that context. It’s easier to give them the info upfront and let them decide what’s relevant for their piece. They can cut what they don’t need, but they won’t necessarily chase you for basic facts. Finally, don’t be vague, inaccurate, or misleading.
3. Missing the moment
The world moves fast. If you want to be a part of the conversation, your spokespeople need to be just as fast. What’s relevant today can be obsolete tomorrow. We’ve seen companies miss opportunities to be quoted or included in major stories simply because they weren’t prepared to respond in time.
If you want to be seen as a credible voice in your space, you have to anticipate what’s coming, think ahead, and be ready to act fast when opportunities come up.
4. Avoiding PR during the summer
Summer can be an awkward time, but doing PR during the “quieter months” definitely has its upsides! The news cycle never stops, so neither do we – we serve our clients year-round. There’s probably not a one-size-fits-all approach to the best month, day, or time, as we’re all taking vacations at different times. With that said, there are generally fewer companies competing for journalists’ time, which means that there are some good opportunities to get coverage.
Do solid media research to find out who is actively publishing stories in the summer months, and begin building a relationship with them. However, things may move a little slower with people on vacation, so be sure to give them enough time before the announcement to get everything they need for the story. And consider your angle and timeliness – stories that link to the summer have a higher chance of going through.
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