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 you want to help the media

Recently, a local TV station called one of our clients for expert comments on an issue—and for help finding a person who was affected.

Luckily, we were able to do so in the 3-hour time frame the reporter had to gather information and visuals. 

The two-minute story ran on the local news a few hours later.

At the 5 p.m. hour, the story reached 37,900 people and had a publicity value of $25,244.00.

It’s great to get press that valuable, but being Johnny-on-the-spot has other benefits.

When people have called the media with a complaint, because the reporters know we’re honest and reliable, they call us to hear our side. 

Once we explain we’re fixing the problem, they have not done a story.

Working hard to build a reputation with the media gets clients press for what they do—and, in the past, also has protected them from unfair allegations.

For more information, visit us at www.dellrichards.com.

How to really help a reporter

     Rule No. 1? Be prepared to drop everything and move fast. 
     Depending on the reporter, journalists only have a couple hours to collect everything they need and create a story.

     That means finding two to three people from differing angles to talk about the issue.

     In the case of television, it also means finding 20-plus different shots.

     Some of the still shots can be culled from the library or from the “morgue” where head shots of well-known people are kept.

     Companies can help by providing background material, including b-roll, experts in the field and people who are affected by the issue.

     While finding an expert at a company is pretty easy, coming up with a “man on the street” who isn’t at work and willing to go on camera can be a challenge.

     We’ve done this many times for our clients, but even so, it’s always a scramble.

     It’s hectic and crazed—and one of the most exciting parts of the business.

     It’s also one of the best ways to make friends with the media.

     For more information, visit us at www.dellrichards.com.

Tips on giving exclusives

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.