If you are in charge of a PR team of any size, you should have had to do this — listen to your team pitch the media, critique them following the call, and watch them grow.
First, if you have never done that, turn in your APR certification or brass name plate. Second, if you have, then you have felt the cringe factor when a hard-working (or suck-out-loud) team member is speaking with a member of the media and trips over his or her tongue.
The pitch is off. The talking points are missing. And the end is near. *CLICK*
If you understand that cringe, then get our a pen and paper, high-five me, and write down the 5 things to never say during a media pitch. Read more