u/Comms_Factory

I posted this as a discussion, but it's a minor rant - a "drant," so to speak. Here’s another dialogue that I have with prospective clients multiple times a month. I get asked, “Can you write an article for me that showcases my business?” or something to that effect. The prospective client wants me to write and publish an article in the news media (not in a publication that accepts byline articles). I have to explain that things don’t work like that – that I will write a press release and/or media query and pitch them to the press, and that a reporter will write an article about them if they’re interested. This discussion can take different forms. It can be ego-driven and imperious, e.g., “You will publish an article about me in the Wall Street Journal,” or more realistic, e.g., “Is it possible to place an article about me in the media?” In both cases, I need to explain how things work. I start to wonder, though, what the source of this confusion is.

 

This is the first (I hope) of several posts that seek expert input about how to handle common, sometimes frustrating client questions about PR processes. I work with small business clients who tend not to be very sophisticated about PR. (And why would they be?) I frequently encounter confusion about the difference between press release distribution and media pitching. I now take great care to explain how each process works, because I have had a few negative outcomes when a client was expecting media coverage and got a distribution list instead. Have you had this problem? How do you explain the difference between distribution and media outreach to prospective clients?

I am putting together a proposal for a client that is planning to do an IPO in about a year. I do not have IR experience, however. I'm interested in connecting with someone I can refer to and potentially bring into the project when the time comes. DM me if you're qualified and interested. Thanks!