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. 

It's not just AP Style, it's AP logic

Recently, a client suggested they write an article that we send out.

We gently said “no”, citing "AP Style" as the bottom line for credibility from journalists and for getting releases published.

While knowing how to use words accurately is important, “AP Style” also is shorthand for a specific type of logic: One thought per sentence with each sentence adding to the sequence.

We often see phrases in sentences that don’t move the action forward or worse, open up a raft of “wormy” questions that never get answered.  

When on the final draft of a very short PSA, someone wanted to add that the spokesperson had been helped by the organization.  

While this was a good idea, it was completely different PSA.   

For that, you had to say what the spokesperson was doing before as well as what they are doing now to show a change.   

You also needed to show how or why that help made a difference.  

To “write” clearly and succinctly, you need to think like a journalist: follow each thought to its logical conclusion, including all the implications.    

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