From a PR professionals perspective…
If you do not know why the comments below are unreasonable/insane, you do not understand the news business/cycle / media… and it would behoove you to LEARN. You could ask your PR professional to teach you, ask questions, take classes, educate yourself.
But the gist of this is that it is NOT up to PR professionals whether an article/story gets into the news / media or not no matter how hard they try or want or desire or beg. Bottom line, even if your PR professional does a Fantastic job, ultimately, the Editor/Newspaper Boss decides what goes into print. And if your PR Professional follows the RULES, does NOT send the media ads or advertorial copy disguised as news, has great contacts, and is persistent eventually their hard work will PAY OFF in lots of media coverage… AND it takes TIME, ENERGY and being in the WRITE Place at the Write Time…
Most people want to succeed, do a good job and make money, WIN WIN WIN… so STOP, LOOK, LISTEN and LEARN…
I wrote a few additional comments in parentheses…at the end of some…
They pay us the lovely money so we can’t be too mean about them…but sometimes they make us want to saw our heads off.
Here is our list of the most common, idiotic and maddening client comments we hear on a regular basis – and what we would LOVE to answer them with – if they didn’t pay us the lovely money…
1. “We really need this to make” – Oh, OK thanks for telling us because before you mentioned it, we weren’t planning on trying very hard.
2. ‘“Which papers are going to use the story?” – Um – whichever papers decide it’s OK and that they’ll use it?
3. “Do you know what the news agenda is like for June?” – Hang on a second *looks into crystal ball for updates on future murders, natural disasters etc*
4. “Sorry but the release can’t be sent unless the brand name is in the intro paragraph” – OK fine, let’s get absolutely no coverage for you whatsoever. Not any. Not even a Sun Spot.
5. “Do you guarantee coverage?” – Um, No. If you want guaranteed coverage – pay for an advert.
6. “Can you give me a reason WHY the story didn’t make?” Not unless I call every national news desk in the country and ask them directly, which will make us both look like complete tools.
7. “How many papers will the story make it into? – Hang on a second *looks deeply into crystal ball for updates on future murders, natural disasters etc*
8. “It’s what the brand people want, the story has to stay like that” – Grow a pair and tell them it’s crap – and then do your job by telling them how it’s actually going to work.
9. “Can we send the journalist a free gift to coincide with the story being distributed?” – Are you insane? (sending a journalist a free gift/bribing an editor, is a good way to get BLACKLISTED)…
10. “Can you send this picture of the product out along with the story? –Are you COMPLETELY insane? (NO Attachments unless reporter ASKS for one)
11. We need more information in the story about where you can buy the product? – Have you lost every single one of your marbles? (Consider yourself LUCKY if the media prints your website link page or a phone number)
12. “We need to make sure we get page leads with this one” – Oh, OK – could you just hand me that silver wand?
13. At 4pm: “are you able to send this story out to the nationals today?” –Are you in an entirely different time zone?