Why clients shouldn't deal with the media

When we pitch feature reporters, we often have back-up ideas.

If the person doesn’t like the first, we offer another.

Even though he wasn’t interested in the initial pitch, a national magazine editor recently asked for photos of a client’s work.

Since the client had been in national magazines before, he suggested sending the photographs to the editor directly and cc’ing us.

But, his subject line had no connection to the idea or to earlier releases.

The photos sequence didn’t tell a story and he took a jab at the editor—even though he was offering a much bigger opportunity and had all the power.  

Luckily, the editor didn’t see the email, but was interested enough to get back to us.   

We added info about the client, wrote a relevant subject line, put the photos into a visual story and thanked the editor for getting back to us.    

But, we learned our lesson: In future, no matter how seemingly savvy, we won’t let clients deal with reporters until we’ve snagged an article and are ready for the interview. 

For more information on public relations, please go to www.dellrichards.com.

Why media prefer working with PR pros

People often ask why the media prefer working with PR people rather than the public.

When they work with PR people work, editors and producers know they’ll only get relevant information. 

They won’t have to waste time with details they don’t need or want.

If the media don't like an idea, although a PR person may give a few more details hoping to change the media’s mind, a pro would never argue.

Since the media usually uses AP Style—the PR person will send releases in that format so it can be dropped into stories verbatim.

If the media make a mistake—which journalists often do because the pressure is so fast and furious—PR people understand; they’ve often come up through the ranks and know what it’s like. 

If the gist of a story is right, a PR pro usually won’t nitpick details.

If they care about having clients as a “source”, PR people probably won’t ask for a retraction or correction, but be grateful for the time the media spent telling the client’s story.

And, if they are good at what they do, the PR pro will make sure the client understands how lucky they are to have the “free advertising” that’s called “coverage”.   

For more information, visit Dell Richards Publicity at www.dellrichards.com.  

 

Learning something new every day the PR way

I recently had the opportunity to place a 1,000 word article in a trade magazine for a client that had to be written in 24 hours.  

By then, it was 4 p.m. and the article had a new angle on an extremely complex subject I only had been researching in depth for a couple weeks.

By 5 p.m., I was reviewing documents and interviews, researching questions they brought up—and talking to my expert source while trying to get as much info into the brain as possible before I relaxed.

I was a little fried, but I also remembered that learning new things—especially new ideas that challenge preconceived assumptions—give the brain a  big boost when it comes to health and longevity.   

By the time I went to sleep, I understood how the new angle fit into the big picture, what the implications were—and that my brain had had a great workout. 

I also knew what quotes would frame the facts and background—and what people would make the story interesting. 

In the morning, I drafted and revised, plugged in facts and figures, re-organized and revised some more until I had the article I wanted.  

In the end, I not only had learned a lot, but I also was pretty sure that the picture was so broad that few people—even in the industry—were familiar with it. 

For more information, please call us at (916) 455-4790 or visit www.dellrichards.com.