Too often, small and mid-sized businesses treat media relations like paid advertising. They expect guaranteed coverage, glowing reviews, or a quick sales boost. But media relations is about cultivating trust, credibility, and relationships—not buying space.
Keep reading to discover what local businesses get wrong about media relations and how Charlotte media training from McKeeman Communications can help.
Ignoring the Local Angle
Local outlets care about community impact, not just company milestones. Many businesses pitch national-style press releases that lack local relevance. Reporters want to know: How does this affect my readers, my city, my community?
Ready to make your next press pitch resonate locally? Think community-first. Your audience, and the media, will notice.
Overlooking the Power of Preparation
When a reporter calls, fumbling through answers can harm your credibility. This is where Charlotte media training makes all the difference. By preparing spokespersons with key messages, body language coaching, and real-world practice, businesses ensure they’re ready for both tough and friendly interviews.
Don’t leave your media interactions to chance. Invest in preparation and watch confidence replace anxiety.
Chasing Every Story Instead of Building Relationships
Another mistake is the “spray and pray” approach, sending generic pitches to dozens of journalists. This approach erodes credibility. True media relations requires nurturing trust with a handful of reporters who cover your industry or community.
Next time you draft a pitch, ask yourself: is this tailored for the journalist I’m sending it to?
Forgetting Crisis Readiness
Many companies only think about media relations during good times—grand openings, awards, or product launches. But the real test comes in a crisis. Without a plan, businesses risk making mistakes that amplify the problem. Having a crisis communications strategy, paired with Charlotte media training, equips teams to respond quickly and confidently.
A solid crisis plan isn’t optional. Make it part of your communications toolkit now, not later.
Neglecting Consistency Across Channels
Media relations doesn’t live in a vacuum. What you say to the press should align with your social media, website, and customer communications. Inconsistencies confuse audiences and weaken trust.
Audit your communications today. Is your story consistent across every channel?
Failing to Measure What Matters
Too often, businesses measure success by vanity metrics without asking if the coverage supports business goals. Media relations should be tied to outcomes: reputation growth, community trust, or customer acquisition.
Don’t just count clips. Define what success means for your brand and measure accordingly.
Overestimating “Going Viral”
Many local businesses chase the dream of a viral story, expecting overnight fame to solve all their PR challenges. The truth? Viral moments are rare, unpredictable, and often fleeting. Sustainable success comes from consistency, community connections, and preparation through Charlotte media training—not chasing internet lightning in a bottle.
Focus on building long-term trust instead of gambling on going viral. It’s a strategy that pays dividends for years.
How McKeeman Communications Can Help
With over 30 years of experience, McKeeman Communications helps businesses turn communications into a growth tool. Our team specializes in public relations, crisis communications, and Charlotte media training that prepares leaders to confidently share their story. By blending strategy, storytelling, and relationship-building, McKeeman helps brands earn trust where it matters most—the community.
If your business is ready to strengthen its media relations and elevate its presence, connect with us at McKeeman Communications today.