They don’t understand how the media works or what's news, which means missed opportunities for coverage. They don't pay attention to news coverage in their industry. They have no idea how to pitch a story.

Executives who don't trust the media or who are afraid to talk to journalists don't know what to do when a reporter calls. So they either wing it, or, when faced with a negative story, they stonewall or don't respond at all.

Reporters will go elsewhere for information if they don’t get it from you, and what they write or say could be incorrect or damaging.

This creates a wall that makes it harder for a company to get its story out. Journalists don’t want second-hand information. They want to talk to the people who are making the decisions or doing the work, who can put a face on the story and answer questions with authority.

Outside spokespeople may not have the information being sought, or may not be able to get it quickly and handle follow-up questions. And if reporters can’t get information when they need it, they may put out information that is inaccurate or not substantiated.

Someone who looks uncomfortable, speaks in jargon and rambles is not going to be effective in getting your company’s core message out. Just because someone is a senior executive doesn't mean he or she should do the interviews. Not all CEOs are good in those situations. They may be inarticulate or nervous or otherwise just not the right person for the role.

The worst case is having someone who comes off as defensive, evasive or combative when responding to bad news about the company. In those situations, the company needs to designate others as its spokespersons, and train them so that they're confident and persuasive in interviews.

Twitter and Facebook have become powerful tools for disseminating news and for companies to make contact with journalists. Social media generally is overtaking more traditional methods for spreading news.

The standard press release is nearly dead as the initial point of contact; reporters’ email boxes are jammed, and they just don’t have the time to read everything. It's easier for companies to get their attention via social media, and it is more likely that reporters will see your post or the tweet. You can follow up with the actual press release.
 
But some companies are unsophisticated about social media. They have no clue that reporters are finding stories that way. They don't know how to use blogs and YouTube to get their news out, and they keep using outdated methods to seek coverage. Then they wonder why no one picked up on their press release or came to their press conference. 

They don’t know how to get out in front of bad news before it breaks. Then when it does, they just hunker down.

They have no strategy for dealing with those situations and lose valuable time trying to figure out a response when a story breaks. They don’t have the right people designated to talk to the media, or any system for responding quickly to misinformation. They don’t have relationships with reporters who cover their industry, and have no idea how to reach out to the media.

They are not prepared, and they end up with coverage that hurts their reputation with the public and investors.