Public relations in Puerto Rico isn’t just about getting featured in El Nuevo Día or coordinating a ribbon-cutting. It’s about building real, lasting relationships—with customers, with the media, and with the community.
Yet, many local businesses (from Bayamón to Mayagüez) unknowingly make PR missteps that cost them trust, visibility, and opportunities.
Here are the top 5 PR mistakes Puerto Rican businesses make—and exactly how to avoid them like a pro.
1. Ignoring Crisis Communications Until It’s Too Late
The Mistake: Waiting until a scandal hits to start thinking about your response.
The Fix:
Have a crisis communication plan ready—before you need it. This includes:
– Drafted templates for statements.
– A list of internal spokespersons.
– A communication flow for staff and media.
⛑ Pro Tip: Hurricanes, social media backlash, and political shifts can all affect your business reputation. Don’t wait until you’re trending for the wrong reasons.
2. Treating Social Media Like a Side Hustle
The Mistake: Leaving your Instagram to a cousin who posts randomly… and then ghosts for weeks.
The Fix:
Invest in a PR-driven content calendar that aligns with your brand voice and business goals. Social platforms are often the first place customers interact with you—make it count.
📱 Puerto Ricans are among the most active social media users in Latin America. Don’t miss the chance to build daily visibility and trust.
3. Only Reaching Out to Media When You Need Them
The Mistake: Sending a press release out of the blue and expecting the media to jump on it.
The Fix:
Build media relationships before you need coverage. Share updates, congratulate journalists on great stories, and be a valuable, consistent resource.
📰 Most media professionals in Puerto Rico get flooded with pitches. Familiarity = visibility.
4. Overlooking the Importance of Community Connection
The Mistake: Launching a brand or campaign that feels disconnected from the island’s culture and people.
The Fix:
Whether your audience is local-born, diasporic, or new residents under Act 60, make sure your PR reflects authentic community values. Support local causes. Collaborate with Boricua creators. Use language and imagery that resonates.
🌴 Authenticity wins every time—especially on an island where word-of-mouth still reigns supreme.
5. Not Measuring PR Results
The Mistake: Spending on press or events but having no idea if it’s working.
The Fix:
Track PR metrics like:
– Media coverage reach
– Engagement on owned channels
– Website traffic during campaigns
– Brand sentiment on social media
📊 Without measurement, you’re flying blind—and missing insights that can make your next campaign even stronger.
Final Thoughts
Public relations in Puerto Rico is equal parts strategy, storytelling, and sincerity. By avoiding these five common mistakes, your business can not only survive—but thrive in today’s highly connected (and highly opinionated) world.
Ready to step up your PR game?
👉 [Contact us today for a free consultation!]
