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It’s never ok to make a mistake in PR. For the purpose of this post, well and reality - let’s say there are minor mistakes and major mistakes. A minor mistake may be an accidental typo. Not a biggie (depending on where the typo is), we all make them once in a while. Hopefully the person on the receiving end of the mistake will understand. Minor mistakes are usually accidental.
How about a major mistake?
A major PR mistake is a self or team generated PR mistake that does more harm for your company/product than good. Often major mistakes are because of a poor choice of words. A recent example of this is Arizona State announcing they are not awarding President Obama with an honorary degree next month when he speaks at graduation. The media and blogosphere have been all over this – not a surprise. Major mistakes often create major awareness of the situation. In ASU’s situation, the mistake was how their team fielded responses as well as not giving the honorary degree.
What about this situation?
Last week a White House press aid made an e-mail snafu. The aid sent out a draft of President Obama’s schedule with comments from other press staffers on it. Perhaps it was draft sent out instead of the final version.
I’m sure that e-mail went out to a few hundred reporters. Oops.
The bottom line is typos and blunders are going to happen. No one is immune to mistakes. Double check your work and bounce your thoughts off others. Review old case studies. Learn from the mistakes you do make, so they won’t happen again. If you’re not sure of something, ask questions.
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