Chris Anderson posted a long list of emails of PR firms that spam him and don’t take the time to do their research. Jeff Pulver recently posted his thoughts about what’s wrong with the PR process.

I have been on both sides of the coin. I’ve worked as a publicist (rather briefly), but most of my experience in the PR process has come from the client side.

My experience with PR firms has been lousy. I agree with Pulver in that you waste all this money each month paying a retainer and you don’t even get a lousy mention in a newspaper. No ROI and alot of frustration.

It’s been about 2 years since I last worked with a PR firm and I will probably never work with one ever again. The main reason is that I can get coverage on my own.

Yet, when I look back on my failed experience with PR firms, I recognize that I was probably one of their worst clients ever. I was the know-it-all and I couldn’t let go of a process that I knew I could do well.

So, in my eyes, the reason why the PR process doesn’t work is because of the client (me). So, this post is for other clients. If you’re working with a PR firm and you’re not getting any placement or coverage, here’s the reasons why:

1. Your idea probably sucks. You may think it’s the best thing since sliced bread, but it’s crap. Your PR firm has had to find 6 ways this side of Boston to try and sell your idea to their media contacts. No one is biting. And why? Your story, your product or your service is just not sellable. That’s probably the reason why you hired a PR firm in the first place. You can’t even sell YOU.
2. You’re driving the process. Instead of relying on the PR firm’s expertise and contacts, you’re telling them what to do. You call your contact every day. You send emails telling the publicist what publication they should be targeting.
3. You’re doubling their work. In other words, you’re sending your own press release to the very editors that your PR firm is sending press releases to. And I can bet yours is filled with spelling mistakes and you’re probably emailing it as an attachment (egad!).
4. You have unrealistic goals. You want to become a regular weekly guest on CNN by tonight, yet your story has a local bent. Or, you want at least one media placement per day on every national network, however, only 3 of them have a national reach.
5. You think you can do it yourself. Okay, so stop giving the PR firm hell for not doing it quicker. If you can get placement on your own, do it.
6. You want “out” after only a month. You fail to understand that PR is similar to using social media – it takes time to build relationships and interest. This needs to take place over a series of months, not days. So if a month goes by and you don’t receive any coverage, you want your money back.

While I can recognize my flaws as a clients and have learned from them, I still won’t work with a PR firm again. Social media and a #1 placement in Google have brought opportunities to me.

Yet, I’m curious. Do you have any other items you would add to this list? Add your comments below. Yes, PR clients, let’s use this time to heal.

Photo courtesy of benghiat