There are plenty of compelling reasons why organisations choose to do their PR in-house. Familiarity with the mission, the people, and the tone and type of messaging you want to get out.

But unless you’re a large organisation with a decent sized media team – and sometimes even then – your skillset and resources can be stretched across a plethora of media projects.

Social media posts, blogs, written web content, video content, infographics, talking points for the SLT, speechwriting, internal comms, and media releases.

And with a tendency for organisations to want to re-purpose material to extract maximum value or of legal vetting to ameliorate risk, what can often happen is all the comms and messaging starts to blend into one another and become indistinguishable in tone and function.

Media releases that sound like blogs, techno-jargon invades external comms, and very soon what makes your organisation special is buried under a pile of sludge words.

The first thing an organisation should do is make a distinction between internal comms (the staff), stakeholder comms (partners and clients), and external comms (the rest of the world).

External comms is the area where most organisations run into trouble. They try to bring the world to their organisation and say ‘see, look at the amazing things we’re doing’. But nine times out of ten the world (read media who will be conveying this message) is not interested.

These are the types of organisations that obsess about having their logos in media releases, repeating their internal jargon and nomenclature, pivoting to their products and brand name in the first or second paragraph, and have absolutely no connection to the news cycle, no news pegs, or no new information to impart.