Technology has made the phone obsolete

We recently hired a contractor who did a great job writing press releases.

But he called us every step of the way to discuss the decisions he made.  

He needed so much hand-holding, we soon realized working with him took more time than doing it ourselves.

We asked him to email us more than once, but it didn’t help.

Bottom line: Even though his work was good, we couldn’t keep him.

As a result, I realized I rarely use the phone to talk to my clients anymore.  

We use email—or text if there’s a media deadline.

The technology not only is faster, but we have a record of what’s being done and what’s needed.

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

Admitting our part made situation easier

No one wants to be wrong, yet we all make mistakes.

We’ve had what’s known as “uncontrolled clients” in the past and we’ll probably have them again.  

Once this client has talked to a reporter, they feel they have the right to make contact from then on.   

But once a PR firm is brought into the mix, reporters expect to work with the firm—unless they contact the person themselves.

A client recently told us a reporter wasn’t responding to their emails asking how to embed the reporter’s story on their website.  

Since most media is copyright, this usually isn’t allowed.

Even if it were, it’s not the reporter’s job; once the reporter does a story, their job is done.

Since it was our fault for not being more explicit about the unwritten rules, it was easier to say please let us handle the media next time—it’s what we’re here for—and what the media expect.

For more information on publicity, contact Dell Richards Publicity at www.dellrichards.com.

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.

Waiting for the spark that sizzles

Getting a new public relations client is always exciting—and a little scary since you never really know how it’s going to work out. 

The process is comforting—creating a strategy and gathering information on the company, the people, the services and the issues those solve.

A few days later, after revising a bio and reviewing a lot of information, the magic started to happen.

My brain started to pull disparate bits of information into a coherent whole that cascaded through my mind.

Not wanting to lose it, I turned to the computer to capture the form we use—a press release.

Of course, the release was tweaked and added to later.

But the pitch—the news hook that would speak to editors—was there. 

For me, it’s these moments of creativity that make writing, working and publicizing client services so exciting. 

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

Business means being there 24/7

During spring break, I had hoped to take time off—no such luck!

A magazine called to ask if the client would accept an award, which meant  narratives for the application, coordination with the ME and….

Another magazine lost our photos and needed them urgently.  

A client couldn’t get us info, as hoped, but the releases still had to go out. 

So, I told myself I’d take off tomorrow—as I kept working.

When I joked about trying to have a vacation, friends said I should "...just go" or we "...shouldn’t spoil our clients”.

It was obvious they’d never run a business.

In reality, it’s rare for anyone to work 9-5 today; everyone is working 24/7—even on vacation. 

For more information on public relations and media, contact Dell Richards Publicity at www.dellrichards.com.