Not reaching out - publicity is overwhelmingly self-generated. Business owners have a greater chance of connecting to media types by contacting them with a story rather than waiting to get discovered.
Not having an interesting story - human interest is the only reason businesses get publicity. Business owners must produce a hook or reason to care about them to receive press/media coverage.
Not having an answer - business owners need ready, convincing answers to their most common questions. Short, sound bite sized responses work best for the media.
Not responding in time - reporters, writers, bloggers, etc. work under tight deadlines. When they are looking for a comment or answer, the first one to respond is usually the one quoted.
Not mentioning any previous publicity - past publicity builds credibility and reassurance. The press respects the press. They will always choose a business that's been vetted over one that has not.
Not sticking to a blueprint - repeat publicity is largely the same story aimed at a new audience. If it worked once, it will work a second time. Business owners who fail to recognize this limit the impact of publicity.
Not repackaging publicity - publicity of any type can be repackaged and recycled to fit multiple formats. Business owners waste publicity when they limit it to one medium.
"I work with clients who have tried to publicize their businesses in the past and failed," says Mike Devaney a Seattle-based marketing consultant. "That's usually because they were missing some key ingredients necessary for profiting from publicity. Once they learn how the game works, they practice and feel confident pursuing publicity."
Mike Devaney is a Seattle copywriter and small business marketing consultant. Contact him at http://www.mikedevaney.com/