Your first press meet isn’t just a formality—it’s a defining moment. Journalists, analysts, and stakeholders are all tuning in to hear what your brand represents, what you’re launching, and how you intend to stand apart. But in the effort to say something impactful, many founders or spokespersons say the wrong things—either diluting the message or raising red flags.
Media consultants at an Orange County PR Firm often flag the same recurring mistakes. These aren’t just bad habits; they’re credibility killers.
1. “We Don’t Really Have a Strategy Yet”
Nothing turns a press room colder than signaling you’re improvising your future. Even if you’re in early stages, the absence of a clear strategy makes you look unprepared and undermines the reason for the press meet.
Journalists expect a coherent, directional narrative. A vague or incomplete strategy statement suggests that the launch is premature, and it may prompt the press to hold off on coverage until there’s more clarity. You don’t need a 5-year roadmap—but you do need a sharp, confident outlook.
2. “We Don’t Worry About the Competition”
This statement often aims to sound bold but ends up sounding dismissive—or worse, naïve. Ignoring competitors is not seen as strength; it’s seen as detachment. Reporters might interpret it as arrogance or unawareness of the market landscape.
What the media values more is a confident, differentiated positioning. Acknowledge the competition, but make it clear how your brand offers a better or more focused alternative. That nuance earns respect and coverage.
3. “This Is Just a Side Project Right Now”
Even if it is, saying it publicly devalues your message. Press meets are meant to generate interest and open doors for future opportunities. If you communicate that your initiative is not your top priority, you signal to the media that their time may be better spent elsewhere.
A successful press statement must demonstrate commitment, scalability, and long-term vision. Anything short of that sounds like a soft launch without substance.
4. “We Don’t Have Any Customer Data Yet”
Journalists love data. The absence of even small case studies, early metrics, or pilot insights weakens your message. You don’t need a million users to make an impression, but you do need at least one story that proves viability.
Instead of dismissing the lack of data, talk about what you’re testing, learning, or planning. Showing that you’re measuring meaningful indicators—like time-on-platform or pilot retention—adds credibility.
5. “Let Me Get Back to You on That” Too Often
It’s normal to be caught off guard by a question or two. But if your spokesperson uses “let me get back to you” too frequently, it breaks the flow of the conversation and makes it seem like you’re not media-ready.
Media prep should include rehearsing likely questions around funding, market fit, growth plans, and partnerships. PR experts emphasize that preparation builds authority, and excessive hesitation erodes it.
When This Phrase Becomes a Problem
- Used for basic business questions
If you can’t immediately answer how you’re making revenue or what your core value prop is, you appear unprepared—not cautious. - Stalls the energy of the meet
Overusing deferrals creates an awkward atmosphere, reducing journalist engagement and the likelihood of follow-up interest. - Forgets the follow-up
If you promise to circle back and don’t, it leaves a poor impression and closes doors for future coverage.
6. “We’re Waiting on Our Website to Go Live”
Announcing a brand without a live or functional website instantly lowers credibility. The press—and your potential customers—will want to explore your offering beyond the press meet. If there’s nowhere to send them, you lose momentum and trust.
Even a basic, well-structured landing page with your value proposition, leadership info, and contact form is better than nothing. PR firms advise against media exposure until your online foundation is visible and professional.
7. “We Don’t Have a Media Kit Yet”
A media kit isn’t just a formality—it’s your backup plan. It ensures journalists have everything they need to write accurately and confidently after the event. When you don’t have one ready, it reflects poor planning.
Essential elements include your logo, founder bios, product screenshots, core messaging points, and contact info. Without it, media coverage may be delayed, incorrect, or dropped entirely. A polished media kit sends a strong signal that you respect the media’s process.
8. “We Hope to Figure Things Out as We Go”
This vague language tells journalists there’s no structure behind the brand. While agility is good, vagueness signals instability. If you’re still experimenting behind the scenes, that’s okay—but your external communication must reflect direction and readiness.
PR teams recommend shifting the phrasing. Instead of “we’re figuring it out,” say “we’re in a learning phase, guided by early user feedback and X data points.” That creates an impression of flexibility without compromising authority.
Conclusion
A first press meet is a high-stakes moment—it builds or breaks momentum. Spokespersons who casually mention uncertainty, lack of resources, or incomplete planning do more harm than they realize. Instead, every word shared with the media should serve a purpose: clarity, confidence, and direction.
By working closely with a seasoned Orange County PR Firm, brands learn how to anticipate difficult questions, structure their message for resonance, and avoid the classic traps that sink credibility. For founders seeking long-term visibility, the guidance of pr firms in orange county can turn first impressions into lasting media relationships.
