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 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.