Going to battle for your clients
As we say over and over again at FCPR, we absolutely adore our clients. We truly believe in their products and stories which is why we find such great pleasure in sharing them with the media. My colleague, Hannah, told me the other day (and I quote) “I was at church the other night and someone asked me what I do, 15 seconds later I was head first into a pitch for Loggerhead Apparel.”
So, although we have our client’s stories engrained into our brains (and our hearts, if we’re being really honest), that doesn’t mean the media is always going to feel that same passion we do, at least not right off the bat.
With that being said, one thing I’ve learned in conversations with editors is to always be ready to go to battle for your client. Here’s a few tips:
- Be prepared with multiple weapons – What I really mean by media “weapons” is more than one fresh angle relevant to the media outlet. Obviously, present what you believe to be your strongest angle first, but if that is rejected, you still have a couple more shots in your back pocket to convince them your story is worth their time. Kim just pitched an editor for USA Today and went through nearly 5 story angles before she found one that he was interested in.
- Stay calm and carry on – If your first angle is rejected, stay calm, and simply present another one of your angles (since you came to battle prepared after researching the editor and publication…) It’s not worth getting in a tizzy if they don’t like your first idea – try, try, try again.
- Don’t take it personally – If you are in PR, you know media rejection is inevitable – but don’t let it discourage you! Believe it or not, the media is just trying to do their jobs and find the best story to resonate with their audience, just like we are trying to do our jobs in getting our clients coverage. It’s not a personal attack.
- Be grateful – Even if an editor doesn’t bite your story idea, be gracious and thank them for their time and consideration. It’s not worth getting upset if they don’t like your story – and plus, if you handle rejection with poise, they might come back to you at a later time when your story is more of a fit.
How do you go to battle for your clients?