More on "When THAT Story Runs" | part two

Some great comments on the previous post compelled me to create this follow-up post.

Anon: Any advice on what to tell [the client] when they come to you with the article and say "well, why weren't we in this?" They have a valid question when their competition might be included, but how do you explain that it's not humanly possible to know about every round-up or every article that a publication has planned, or to know and have a relationship with every single writer out there?

To which Mollie adds: Anonymous has a good point. I once had a client that paid $10G to bring a triple gold medal Olympian to speak at his event. I invited reporters to interview him after his morning workout the day of the big event - he was training for trials - and provided them with all sorts of background details on my client, and his connection to the Olympian, as well as the goal of the visit, etc... FYI: my client was training with him and was also interviewed.

A two page article ran without a word about my client.

This was 6 years ago and it still troubles me. Unfortunately, I've run into many situations since then wherein the editor likes the story - but neglects to appreciate the value of my client's participation in making the story happen.
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It's tough to suggest one approach here. Every situation is different. But, based on my experiences, here are some general observations.

Interviewed...No Ink.
Let's assume your client interviewed for the story and never appeared in the article. Was the client interviewed at the beginning of the process? If so, you probably became background information vs. a quotable source. This could mean your source needs to think in sound bites to make it to the final story. A round of media training and/or general messaging can help with this.

Beginning, Middle or End?
If the client was interviewed towards the end of the editorial process, the journalist probably had the story nearly finished with just a few very specific blanks to fill in. Your spokesperson perhaps did not fill in the blanks so they did not use them.

To prevent this from happening, ask where the journalist where he/she is at in the process. And ask who else they've interviewed for the story. You may not get an answer to the last one, but you don't know unless you ask. These answers help you focus when discussing messaging strategy prior to the interview.

Now let's consider Mollie's situation. It's always risky when you bring another element into the story to draw media attention. The case above is common -- whether or not you spent $10K to get media attention.

Once Removed, Twice As Likely to Not Get Coverage
When constructing media relations campaigns and discussing messaging, it's important to construct a message and angle that truly has the client baked in. Oddly enough, I've also promoted an event with an Olympian as the media draw. The client was sponsoring the appearance, but it was the finale to a half-day event where the client's employees had at risk kids shadow them. So the Olympian was there to inspire the kids based on their experience that day. It also helped that we invited client-relevant media vs. sports journalists.

But even if you're pitching your client's case study you may only get a single mention. Don't forget the story is about the client's customer, right? If your client wants more than that, you should manage expectations accordingly. Similarly, if you're doing a joint story with a partner company about a client case study? You need to work even harder to make sure there's a clear strategy.

Blind Sided?

If the story literally was never on your radar and it caught you off guard? Be honest with the client. And then do some homework.

Who wrote the story? If you already have a relationship with the journalist, get some back story from them as to why they didn't involve your client. There are ways to ask that are more effective than others of course. Ask in a productive manner that shows you want to make sure you're considered for the next one vs. hating on the journalist.

If you don't have a relationship with the journalist, you now have a great reason to start one. Make some lemonade with those lemons. As strapped for resources every corner of the fourth estate has been, you might think you have your bases covered. And for reasons outside your control, they assigned the story to an off beat reporter. Off beat as in not covering your topic normally vs. eccentric.

Onward

Please feel free to bring some more questions if you have other incidents the above thoughts do not address. We're happy to keep discussing in the comments. And don't forget to check out Clay's great ideas on how to get your client attached to a story that's already been published.

When Life Gives You Lemons uploaded by the fabric of my life

For more of the above media relations with half the fat of ordinary blogs, bring it to me (@prblog) or bring it to Richard (@laermer). And we guarantee you it'll be brought-en.