Sometimes the client will want us to pitch a follow up story...essentially an extension of the first article. This reminds me of other unrealistic requests, including asking the media outlet to run a correction.
You have some options as it relates to your next steps with the journalist. But first, I offer up some advice from a very wise (very anonymous), ex-journo:
"The odds of a media outlet revisiting a subject, one that's not a big or ongoing story in its own right, is unlikely. Not to say it's not worth making the writer aware of the client for when the subject rolls around again. But the likelihood of coverage without a completely new angle is pretty slim."
My BFF from the Fourth Estate is right (per usual). But there is a reason to contact the journalist that unintentionally made your life "interesting."
** It puts you on the journalist's radar for the next story.
** It gives you an opportunity to pitch a different story.
** Depending on how the first article transpired, it allows you to get insight into why your client was not included in the first article. If your client was interviewed it could be for any number of reasons.
Just make sure when THAT story runs, you manage client expectations accordingly. If you don't, you're just postponing an even more uncomfortable phone call at some point.
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Keeping the client in the top of the mind of the editors and journalists is good advice as is managing the client's expectations.
ReplyDeleteFortunately, today, we have other options. You can always write a letter to the editor. Also, assuming the story is published online as well, comments are often allowed. The client can link to the story and blog about it...post it up on social media sites, etc.
This way, the client is no longer "not a part of the story." Rather, the client is driving the conversation about the story...even if the client was excluded.
Clay - Great idea regarding comments online...via blog post and/or commenting on the story online. A good way to participate.
ReplyDeleteThat said, a letter to the editor is an option. But I think it's more of a targeted use vs. a general option in these situations.
That's all good advice for what to say/do as far as the journalist is concerned, but what about the client? Any advice on what to tell them 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.
ReplyDeleteAnonymous 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.
ReplyDeleteA 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.
With that said...I actively engage in Clay's recommendations. It's our only solution - and one we didn't have 6 years ago. As editors and reporters struggle to uphold the principles of journalism with limited resources and time, social media provides a vital opportunity for pr folks to support them. Collaboration is good.