Here’s a common problem Publicity Hounds run into when they’re so eager for publicity that they’ll do almost anything for a journalist.
Last week, a reader asked, “I spent a lot of time talking to a reporter and we really hit it off. But when she wrote the article, I was surprised to see she used my information, but she didn’t use my name. What should I do?”
I hear similar complaints from people who spend a lot time researching a topic for a journalist, turn over their research, but are never even mentioned in the article.
Here’s what I’d do if that happened to me. If it was a short interview, I’d ignore the urge to complain. If the reporter called again, I’d ask specifically if the reporter planned to mention me by name in the article. If the answer is “no” or “I don’t know,” I’d give the reporter what she needs but I wouldn’t spend a lot of extra time digging up information.
But if I had spent an inordinate amount of time gathering information for the initial interview, and she never mentioned my name, I’d call the reporter and say that I was really glad I could help. “But I was disappointed that you never mentioned my name. I’m curious. Why did that happen?”
It could be that a copy editor had to cut the story and deleted the attribution.
Then I’d ask the reporter to please keep me in mind if she’s working on another story in which I would be a good fit–but to contact me only if she’s willing to attribute the information to me. That drives home the point that I’m still willing to help her, but only if she’s willing to make it up to me.
If she gets mad and never calls me again, so what? You can’t lose a good media contact that was never a good media contact to begin with.
How would you handle this dilemma and others like it? If you’re a publicist, have you devised a way to deal with reporters who are jerks? Has a reporter ever asked for special favors, then not given you or your client credit? If you’ve followed the advice above, has it worked? If you’re a media person, what suggestions can you share about how to increase the chances that a source will be named in an article? Would you ever come right out and ask a reporter “Do you plan to quote my client?”
This isn’t specific to your query, but one that speaks to ethics in media. I sent a press kit and our current new book, at that time, to a national magazine. The book was about creating altars in a specific formula I developed. A totally new concept that actually changes people’s lives. The book also has over 100 pictures of professional shots of altars in it. The magazine used the information and the pictures in the book to design their own full-page altar and never mentioned us or our book. That was a low blow…especially when it’s supposed to be a “spiritual” publication. What does it take to thank the author or name the book?
This happened to me with an article with one of the leading national newspapers. I spent 45 minutes on the phone with the reporter answering questions, followed up with lots of information, called and followed up to make sure we got the article when it was published. When it came out my comments were totally cut, but the information I had contributed had been used as background for the story. When I contacted the reporter, she said the editor made the article shorter and it was out of her hands. I learned a lesson not to say we have publicity until we see it first.
I never complain or confront a reporter who fails to mention my name or organization. As a political public relations person, I always tell reporters, I’m here to help you get the right information on this subject. If the information gets into the article, then sure, we might have failed to market our organization, but at least our side is getting heard.
But there is an even more important reason not to complain. When you are helpful to reporters, truly helpful, and you don’t pressure them, you will form a bond. Once you’ve made a friend, you will always be the first person they call when they write a story on your subject. They will always take your calls because they know you will not give them a hard time about whatever was printed last week. And, most importantly, once you’ve made them a friend, they will always make a true effort to print your name and organization.
Joan, your strategy is perfect because it recognizes interdependence and encourages collaboration.
My conflict coaching clients are service professionals who have knowledge their clients want yet feel helpless in the face of relentless demands. They get stuck doing all kinds of things they later resent, just like publicity hounds that need media coverage.
It’s fine to say to reporters, “I’m glad we can help each other. (recognizing interdependence) I’m happy to research this topic and get back to you. What would be very helpful for me is to be mentioned as a source in the story. Does that work for you? (encouraging co-labor).
The keys to success with this strategy is:
accepting that note everyone will be open to it. As you so rightly say, a bad media source isn’t worth courting; and
educating the other person on how you like to work, or work best. It’s important to teach people how to interact with you; otherwise, they learn habits you may not want.
Thanks for your insightful comments as always.
Dina Beach Lynch, Ombudsman
I spent months working with a business reporter from a large metro paper. She expressed an interest in attending an important conference sponsored by my client, any expert in her field. She wanted to write a “big story”.
** She asked for an interview prior to the conference. I arranged
it.
** She asked for the names of others she could interview for the
story (which would be written after the conference). She also
ask that I contact these sources in advance, so she wouldn’t
have to waste time bringing them up to speed when she called
** She asked that I mail (read: Fed-EX) dozens of booklets and
articles so she could “bone up on the basics”. I did that. I recall
that the Fed-Ex bill came to $40-plus.
** She asked that a conference staff member escort be on call to escort her and her photographerthrough
the conference and make introductions, “so my time will
count.”
WHY WAS SHE A JERK? She never showed up (much less her photographer) SHe never called. She never explained. She would not answer my emails or phone calls when I called her after the conference.
NO STORY — No story of any kind every came from it.
WHAT DID I DO? After a month of trying to get hold of her, I emailed
the Business Editor, told him the whole story and followed up with a phone call. He was polite and horrified and before you know it she was calling me with “an apology.”
This was embarrassing to me — oh how it was embarassing to me with my client. But, whatta-ya-gonna do? There’s jerks around every corner and you just have to pray they don’t cross your path too often.
Interesting topic, Joan.
One thing to keep in mind: many reporters/radio/tv writers/producers are young (read: inexperienced), and green. While they may promise to deliver, when faced with a seasoned editor’s blue pencil, most are going to defer to the one who helps them pay the rent. So, the decision is ours. Just don’t reprimand. That just makes you look silly.
The old adage about not “burning your bridges” seem appropriate here. Building a bridge (networking/relationship-building) always trumps burning one.
I love to network people and have often found myself doing more pro-bono (and out of the kindness of my heart) work, than stuff that pays.
If a professional (who is getting paid for their work), is seeking my input/advice, I usually ask them up front (especially if they are unknown to me), what brought them to my “doorstep” for input/expert opinion. If they aren’t just on some fishing expedition to shorten their workload, and are sincere, then, I thank them for seeking me out/affirming my ability to provide some direction. This says to them that they made a good choice to call me and encourages them to consider me in the future. Right up front, I ask for the attribution, mention of my client, product, service, whatever… “IF” it is appropriate to what they’re covering. I most always say (not in a mercenary way), that providing this research costs me time translating to money and I appreciate that they recognize this and are making a commitment (knowing all to well, that they may not have the last say over the editors/producers word count/space) to acknowledge me/my client in some way. This does 2 things: it applauds their integrity (even though I’m assuming they have some), and cements/reaffirms that I am a professional and not the “free box” at the local thrift store.
I size up my time commitment up front. I’ll say, “I can give you ___ 15 min., an hour…whatever…” and then I stick with it. If you don’t, then recognize that it’s like when you bid a job and your 20% overage wasn’t enough. Well, you just “eat it” and the show goes on. Also, when you specify a timeframe to the reporter/producer, you are telling them that YOU respect YOUR time as well as theirs, and they will be more respectful of you the next time they call (because you hopeully ARE developing a relationship!). Indeed.
If you utilize this idea/technique, do it with a good heart, have no expectations, and much gratitude when they do help you out (yes: call and thank them!).
If you have repeated experiences with the same source(s) where there is no payoff to your/your client, then again, you decide how you spend your time. If being philanthropic towards a commercial enterprise is worth the investment of your time in the long haul that is a question you try and answer up front. Then you won’t need to cry over spilt milk.
Again, the bottom line is about developing relationships. Joan has this with her subscribers. Who knows how much our input profits her… but also us, because she shares her expertise (although not always without cost).
Caring about reporters, and not merely their current assignment should be first and foremost — not what am I gonna get outta the deal! People are saavy. They know when you are sincere and when you’re “wanting something for nothing!” exactly as you’ve sized that up in them.
There’s a great section in the Bible that addresses this: “give and it shall be given to you.” Good advice. Or, as “The Message” puts it: “Give away your life; you’ll find life given back, but not merely given back — given back with bonus and blessing. Giving, not getting is the way. Generosity begets generosity.”
Wait a minute. Is this a publicist talking about not getting a name mentioned? Or is it someone just helping someone get PR? Most professional publicists know who they are talking to and what the expect to gain for a client. If you have never worked with this reporter then caution your client first about the biggest rule in PR. Nothing is a guarantee. They need to take out an ad to guarantee the right name is used and used in the right way. I would never blame a reporter for taking publicity eager people out of an article when it probably could have been cut and not one change to the essence of the article would have been made. They are not in the business of advertising. The only for sure way to guarantee a name of a client is used is if the pitch for the story focused on the client in the first place. When you offer secondary or side bar information to a reporter on a subject, they don’t always give you what you want. Events are places that have now used signage in the background to assure some sembelance of a client name being used. Otherwise, no sinage…no mentions. And what’s worse, having the reporter quote you wrong or not use your client at all? Both are areas of PR that are usually not in a publicists control 100% (unless you are representing Julia Roberts). So, if you client is not the center of the story in the first place, don’t give reporters information before you find out who they are and what they are doing with the story. And, tell your clients right away about PR being worthy but not in the same league as advertising.
Hi Joan,
I’ve been meaning to write and share this particular problem I’ve had twice now, that falls into the category of having one’s name not mentioned, or one’s client. Here goes:
I have several clients in the nonprofit Christian space and often write for Christian vertical trade publications that take submissions. Virtually NONE of these publications pay for freelance articles, and most of them are nearly 100% editorial from outside contributors. I’m happy to write pieces for such publications, as I am compensated by my clients to write the articles and gently mention either their product name or company, or quote their clients in the article where it is editorially appropriate. Most of the time, however, in order for the editorial to be accepted, I can’t talk about my client’s products or services directly in the article, I discuss the industry topic in general as it pertains to the article’s theme. So, in my byline for the piece, I usually say “Lauren Hunter is a trade writer and PR consultant in the nonprofit industry. She currently consults to XYZ company, maker of ABC software to improve the membership management abilities of nonprofit organizations, etc.”
In two separate instances, the last line was cut–the most important line that mentions my client, the one who is paying me to write the piece!!! In both instances, my story was the cover article and lead feature.
Both times I called the editor and gently asked why this info was cut, and both times is was due to space. Despite the fact that it was a mistake, it put me in a bad spot with my client.
In the recent magazine where this happened, I negotiated with the editor very calmly to include the complete byline in the online version. Also, I plan to put a link up on the homepage of my website in case readers visit my site.
I asked the editor if he would be willing to sign a release that goes along with future articles agreeing to mention my client (or me) and any other special notes regarding the editorial. He said that this would be a great idea because they file all info for each piece in a separate file. He welcomed a “reminder” to make sure he included important info.
So from now on, when I write for publications, I will send a one-page release along with the finished product, to make sure they know what MUST be included for them to have the article at no cost!
Lauren Hunter
Lauren Hunter Public Relations
lauren@laurenhunter.net
http://www.laurenhunter.net
Because I started my career as a reporter, I know that many things can influence the final product, including copy editors. The best I can do is to keep communication lines open and respect the reporter’s and editor’s judgement and necessity to remain unbiased. (Knowing that they’re only human!)
As a marketing manager, I consider mention of my company’s name in a story to be a positive, and if my company isn’t mentioned, it is not a negative. After all, a mention is FREE publicity. If the only thing I paid for it is my precious time, then I think of that time as going into a bank. Perhaps, when I do need a favor, the reporter will consider me. Or, perhaps not. The only thing guaranteed is PAID advertising.
If, as a reporter, someone had said to me “I’ll help you, but only if you’ll use my name,” I most likely would have been insulted. There are no guarantees. If it bothers someone to spend time providing background information without the reassurance that public credit will be given, then the best thing to do is politely refer the reporter to someone else “due to my very busy schedule.” It’s all about relationships, and that means there will always be some give and take – but not necessarily on an equal basis.
As a reporter I need background info and will talk to as many people as possible to learn all that I can.
I always tell people that, for a lengthy piece, I interviewed probably quaduple the number of named sources. In good writing, narrative is important and the story will read badly if the writing part of it is not also taken very seriously. Also, sometimes sources echo each other and a reporter picks some over others. One must.
That said, fostering good relations with sources is critical, and I hate how some impolite or worse reporters give all a bad name.
Last year, I transitioned from a 20 year career in journalism to working in PR, marketing and publishing. I have never had a problem with a reporter, largely because I know what to ask and how to ask it. I would never EVER submit an article or extensive research in its entirety to a publication or reporter – because I know space is paramount, and I know editors aren’t the only people who cut information. Sometimes, page designers – who know absolutely nothing about the story or what’s supposed to be included – will tailor stories to fit a space and leave out valuable information.
If I’m called by a reporter, I’ll provide background information and if I get a mention for myself or for a client, I am extremely grateful and appreciative. If I’m not, I’m polite and don’t make a big deal about it. In fact, I would recommend thanking a reporter who used my information for providing information about an important topic. The idea is to build a relationship, not to worry about whether every little contact gets your name out there.
Then YOU can use the relationship, rather than being the one who gets used.
To increae the odds of a client being included in a news story after an interview, I often takes notes from the interview and email them to the reporter as part of a “thank you” for the interview opportunity.
However, it is important to know that the media have absolutely no obligation to include a client in a news story. As most public relations professionals understand, our business is not a one-shot deal. You must develop trust with the media and over time, this trust will translate into news coverage.