Surprises when pitching a story

Working with a new editor, we called first to pitch a client before sending the release.

And ran up against an unusual situation—someone pretending to be a colleague of our nationally known client who wasn’t affiliated with him.

Even we explained our client was legit, the editor was less-than-impressed.

“Not likely” he said, when asked if they’d run a release.  

Though it seemed like a lost cause, we didn’t give up. 

Instead, we changed the game plan. 

We beefed up the client’s credentials, adding an article from a nationally known newspaper with a photo of the journalist and client together.  

By doing so, we made it easier for the editor to check out the client's credibility and satisfy serious concerns.

As a result, the release was published, giving the client the publicity he wanted.  

For more information, please visit us at 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.  

 

PR lasts forever....

A few years after I started doing public relations, a client called to say he’d just made a sale from an article we placed more than a year earlier.

Because people think the media only uses experts, they often save articles until they are ready for a service or product.

Even though we tell clients that being in the media has enormous credibility, it doesn’t always hit home until they see the lasting effect. 

Recently, we had a reporter contact us about an issue we pitched more than three years ago.

Nation’s Restaurant News finally was writing about the idea we sent.

Because they had our client as a source. the reporter now wanted to interview him for the story.

As I wrote this, a researcher from Frost & Sullivan called about the same issue, the story more important now than ever.  

A sale a year later, reporters calling years after a pitch... whether you get immediate placement or not, talking to the media has lasting value. 

So PR doesn’t last forever, it still lasts a long time—not only with the public, but with editors and reporters as well.

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