Strategy Before Tactics. Always.

A common mistake organizations make with PR is pitching media before they've defined their own message or story. We get it. You're excited. You've got momentum and you want people to know about it.

It seems counterintuitive to slow down. You want coverage and visibility. So, you reach out to reporters on a whim to get the name out there, then worry about the details later.

But here's the problem: if you haven't clearly established who you are, what you stand for, and why it matters, the coverage you get will reflect that confusion. And confused coverage doesn't build reputation. It dilutes it.

We've all seen it. An organization puts out a release or lands a media opportunity, and the resulting coverage doesn't sound anything like what they intended. The reporter emphasized the wrong thing, missed the point entirely, or took the story in a direction nobody expected. Nine times out of ten, that's not a media problem. It's a messaging problem. The organization didn't give the reporter a clear narrative.

That's how reputations get built by accident instead of by design. Once an audience forms an impression, you're not introducing yourself anymore. You're correcting the message.