The Flipside by Alternative Strategies

How To Be A Bad PR Client

OK, so you've signed up with a PR agency. You've had discussions about the plan and you've worked on press kit details.

So, you're wondering, "How can I screw this up?"

Well, you'd be surprised. Hiring a PR agency is a big step. Don't ruin it by being your own banana peel.

Many people who hire a PR agency end up doing themselves a disservice by not actually letting the PR people do their job or preventing them from being at their best.

Here are some common mistakes that people make when working with a PR agency.

1. Keeping the PR agency out of the loop.

OK, so you run a manufacturing plant that has just created a machine that creates perpetual motion AND brings Elvis Presley back to life, BUT you forget to tell your PR agency about the product.

As a result, you get no press and you have no clue why.

This sounds silly, right? Believe me, it's more common than you think. Folks are so busy working on a new project that they forget to tell the PR people about it. As a result, this press-worthy product gets no press. Or worse, it gets bad press because the PR folks have no chance to prepare a complete plan that deals with possible negative responses.

It is important to keep your PR person in the loop about important projects so they can do the job you hired them for.

2. Insisting the agency devote as much resources to irrelevant projects as those that actually will get press.

So you have the perpetual motion machine that also brings Elvis Presley to life and your PR person is chomping at the bit to pitch it to Oprah, but you are more interested in getting the word out your new sub-level assistant to the assistant vice president who you just hired.

Yes, that stunning announcement will surely please the ego of the parties involved (and even the Web site that prints any announcement no matter how pointless), it needs to take a back seat to the big picture.

However, that doesn't always happen. Many people are too close to the subject and don't understand that just because YOU are interested in something doesn't mean media people will be.

3. Being cheap and parsimonious when it comes to the media

So you've manufactured a million pocket-sized versions of your perpetual motion, Elvis-reviving machine and your PR guy is ready to send them to the media. How can you screw  things up?

Many different ways, but most of all being excessively cheap. For instance, insisting the media people send them to the next PR person on your list or give the product back is a sure way to irritate them.

There is sort of a pay it forward quality to press materials. The cost may be high now, but, done right, it will pay back big dividends. Since many promotional things can be considered write-offs, being cheap with the media doesn't work.

4. Not being available to the media.

Capturing media attention is like trying to trap a butterfly. When they want to do a story, they want it now. Yes, you're busy. Yes, it's ALWAYS inconvenient, but when there's media interest, you have to run with it.

Yet, there are some people who hire a PR agency and then don't bother to return phone calls or, worse, show up for appointments.

Maybe you can reschedule things in real life, but not with the media. Your first chance is your best chance. Don't screw it up.

In-Flight Magazines: The Secret To Great PR

Airplane flights can be long and stressful, and there is often very little to do during the flight to pass the time. This may be one reason why airlines provide patrons with in-flight reading material.

Most people on the plane read the in-flight magazine at least once during their ride. Imagine what the impact could be on your business to have an article praising some aspect of your company or client in an airline magazine.

In-flight magazines are often overlooked publicity tools. In-flight magazines are not targeted toward a particular audience, but to any individual that flies in an airplane. This allows for a great deal of exposure for the client or company you are representing.

In-flight magazines reach and astounding number of people, and recently, many in-flight publications have updated their design, content, and web presence to be more relevant.

Since in-flight magazines are available reading material for so many eclectic people, the editors are looking for a wide range of articles to fill the pages of their magazines.

When approaching an in-flight magazine, research is the key. The editors of in-flight magazines often have a list of categories they will be focusing on for every issue, so it may be imperative to contact them and request the list or an editorial calendar.

In addition, research the magazine. Some magazines are geared toward a particular region, while others focus primarily on travel, giving in-depth articles on unique destinations. These suggestions will help you pitch to the publications desires and needs.

Editors of in-flight magazines are ardent for articles about the latest food trends, interesting events, tourist attractions, and unique getaways in cities that the airline serves. So don’t forget to submit your pitches and press releases to the in-flight publications, and you will soon see that they can be a valuable asset to your PR efforts.

Damage Control: It Must Be Done

Wouldn't it be great if you only needed a PR company to do good news?

Yes, but there are times when bad things happen and it's important to have someone in your corner to ensure that your side of a story is fairly represented.

Case in point: I recently had a client who had something unfortunate happen at their business.

The client felt terrible and was trying to figure out a solution that would satisfy his customer. However, before things could be resolved, the person called the media who called him up demanding answers.

Well, the client isn't experienced at media (which is why he hired a PR agency) so when he started getting calls from various journalists "demanding answers," he got very nervous.

That's when we went to work. The first thing we did was emphasize to him that we were a team and would work together to make sure our story got told.

We crafted a statement about the circumstances behind the incident making sure that the lines did not sound defensive or accusatory toward the complaining customer, but also pointing out facts that we didn't want ignored.

The media wanted to visit the client's place of business. We decided we had nothing to hide and agreed to hold a press conference. That way, we could get all the media out of the way at once. Plus, everyone would have the same information.

Now, we briefly discussed whether the client should make a statement, but figured if the media was going to be asking, "Have you beaten your wife lately?" questions, it might be better to have someone familiar with the different news gathering techniques.

We organized a press conference and had the client leave. I delivered a statement, but, as I didn't want to accidentally give false information, I didn't take follow up questions on site. I did, however, agree to answer any questions by e-mail.

Before, during and after the conference, I made sure to be friendly and cordial to the media. They have a job to do and being defensive doesn't help.

I even held one journalist's camera while he tied his shoe.

After the interview, I thanked them for coming and getting all sides to the story and told them how to reach me for follow ups. Then I made sure to get them their answers in a timely manner. I also called up one journalist who didn't have follow ups and made sure to get our side across in a friendly, not ham-fisted manner.

That night, three different TV stations did the story and while it wasn't a puff piece about our client in any way. The coverage was fair and showed both sides. Most important: The client said it was the best that could have been done under the circumstances.

EVen better: most of the customers who saw the coverage still have faith in the company.

Here's the thing to remember: If and when bad things happen, the importance is to look at things objectively and understand that the news media aren't your enemies and that being forthright can at least make the coverage fair.