Gail Sideman of Milwaukee, Wisconsin writes:
“I’m what the business calls a veteran publicist and media relations professional who has landed quality hits, and believes she does a good job in explaining how a PR or publicity campaign works to those who have never been involved in one.
“I outline the fact that an online newsroom is necessary and why, and that a foundation and reputation must be built before reporters have enough trust to include or feature the client in a big story. I also explain the differences between public relations and advertising.
“Despite all of this and making sure potential clients know what they’re getting into before they sign on the dotted line, I have found that some people, two or three months
into the effort, maybe while we’re still trying to build a quality online press room, question why I have not been able to score that ‘big story’ for them.
“How do other media relations professionals deal with complaining clients after they’ve already explained the industry to them and they’re working diligently to do things in step?”