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.  

 

Strut your stuff through pro bono work

If you do it right, pro bono work allows you to strut your stuff while branding your firm.

By having fun, we've been able to show our creativity through our freebies.

We've pitched fire troupes, ballroom dancers and Buddhist events.

We've sent the media releases on performance troupes wowing them with fire and dancers making a name nationally. 

We've sent out info on the four-ton Jade Buddha traveling the world and, most recently, the Sera Jey monks raising funds for the school in India by making a local sand mandala.

We not only received press for the events, but made a name for ourselves by having interesting projects.   

As a result, journalists usually ask what we’re up when we see them. 

 

And, we now represent a nationally known antiques appraiser, a concert pianist, an author and a nonprofit that develops affordable housing—as well as more “corporate” clients.

Doing pro bono not only creates good karma, but often pays off in more mundane ways, too.    

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

Why knowing the owner doesn't get press

Someone recently called who wasn’t happy with their PR firm even though they had received media at a really good price.

They said they thought they could have got one hit themselves because they knew the owners.

Not so, I said, publishers want to sell ads. The stories are the draw that pulls in readers for the advertising numbers.

Owners will sometimes say they have an upcoming feature that would be perfect, only it’s already closed.

But, they have a special advertising section for it—that comes with a hefty price.

An advertorial looks like an article except for the strip at the bottom that says “special advertising supplement”.

If the person asks about being in another feature, the publisher also could call on the “wall” between advertising and editorial.

If it’s a legitimate publication, the wall usually isn’t breached by the owner.

Even newspaper owners who don’t like what their editors create don’t interfere—as long as circulation is up.   

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