The Biggest Mistake in Media Relations—And Why It’s Killing Your Credibility
The Biggest Mistake in Media Relations—And Why It’s Killing Your Credibility
Let’s clear something up:
Communications and marketing may often sit side by side—but they are not the same.
Marketing drives leads. Communications builds trust.
Marketing is tied to sales cycles. Communications is tied to reputation, relationships, and truth.
In fact, when a media interview goes off the rails, it’s usually because someone approached it like a sales pitch—when it should’ve been a strategic act of trust-building.
Media relations is a communications discipline. And treating it like a marketing campaign? - That’s the biggest mistake you can make.
Let’s unpack how to do it right:
1. Treating the Media Like a Channel for Promotion, Not Information
Marketing wants visibility. Communications wants credibility. If you only reach out to journalists when you need coverage—or worse, when you're in crisis—you’re not building a relationship. You’re placing an ad without paying for it.
Reporters don’t work for you. They work for their audiences. The more you respect that—and offer clear, honest, relevant messages—the more trust you build.
Stop selling. Start informing.
2. “No Comment” Is Not a Strategy. It’s an Abdication.
Marketers might walk away from a bad fit. Communicators don’t have that luxury. When the media asks tough questions, the worst response you can give is: “No comment.” You may think you’re protecting the brand, but to the public, you look defensive—or worse, guilty.
Here’s what strategic communicators do instead:
Example:
💬 Q: “Is your company laying off employees?”
❌ “No comment.”
✅ “We’re focused on our employees and customers. We’re adapting, like many, but we’re committed to supporting our team as we grow.”
*You’re not spinning. You’re steering. And staying aligned with your values.
3. Speak Like a Leader, Not a Brochure
Let’s say it louder: communications isn’t copywriting. If your interview sounds like it was written for a marketing funnel, you’ve already lost the audience. Drop the jargon. Ditch the buzzwords. Speak like a human who understands what’s at stake.
Instead of:
❌ “This strategic initiative enhances operational synergies.”
Try:
✅ “We’re working to serve people better and faster. That’s the goal.”
If your message can’t be understood by a smart 16-year-old, rewrite it. This isn’t about dumbing down—it’s about cutting through.
4. Corrections Aren’t Confrontations
When something is misreported, your response isn’t a PR stunt—it’s a credibility move.
Communicators know how to correct the record without burning the bridge.
If it’s minor, let it go. If it’s serious, act quickly and professionally. Offer the facts, not the fury. Most reporters want to get it right. Help them. And if they don’t? Clarify publicly, but don’t escalate.
Your job is to maintain clarity, not win an argument.
5. Real Prep > Reactive Spin
This is where the line between marketing and communications becomes crystal clear.
Marketing can pivot mid-campaign. Media relations? You only get one shot when the cameras roll.
Spokespeople who wing it get burned. Those who rehearse, anticipate, and stay calm under fire? They control the narrative.
Before any interview, ask:
That’s communications. That’s leadership.
The Bottom Line
Marketing sells. Communications protects.
Marketing says, “Look at me.” Communications says, “Here’s what’s true.”
Media relations isn’t an extension of your sales funnel—it’s the front line of your reputation.
And if you wait until a crisis to figure that out, it’s already too late.
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Want your spokespeople to show up with clarity, confidence, and credibility?
Let’s work together to turn your media moments into trust-building wins.
