As a PR firm, we give exclusives
to the media when we have to.
But we recently got a
client who had arranged an article that went hand-in-hand with advertising they didn’t tell us about.
Just before our placed
article was going to be published, the client’s own article came out from a competing
publication.
As a result, our reporter
held her article so it wouldn’t look like she had just reworked a rival’s
story.
While exclusives can
be pretty casual, it doesn’t hurt to lay out guidelines with everyone involved.
Always explain the use of
exclusives and the planned strategy carefully to the client to make sure they
understand they can’t approach the media on their own.
Even if you already
asked, double-check what advertising and articles they've done on
their own once you explain the strategy of using exclusives.
Always work with journalists
to get a publication date that includes other reporters being given access afterwards.
Working that way, you can set
up a series of media hits for maximum publicity on the client in the
time you want.
For more information,
call Dell Richards Publicity, (916) 455-4790 or visit our website at www,dellrichards.com.
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