5 phrases PR pros should never utter

Working in public relations, you know you’ll face some challenges. One stumbling block is the preconceived ideas people seem to have about PR practitioners.

Whether this is based on previous experience or simply on the reputation some in PR have as being “spin doctors,” PR pros often face an uphill battle.

Though this can be frustrating to those who work hard to put integrity first, sometimes you only have your fellow colleagues to blame. When they promise what they can’t deliver, it can give the whole industry a bad name.

Here are five things PR pros should never say:

1. “I can guarantee you media coverage.”

If a PR person ever tells you this, run. Not only can a public relations pro not guarantee you coverage, but it’s also getting harder than ever to garner coverage for clients in the current media environment.

There are at least four PR people for every reporter. If you want a guaranteed spot in any media outlet, be prepared to pay for an ad.