The Article Says What?

You did your research and pitched the story. A journalist bit, so you set-up the interview with your client. After a couple rounds of media training, your client is ready for the interview. The big day arrives and everything moves flawlessly; the conversation is jovial and both the client and the journalist leave the room happy. A few days later, the piece appears in the media… and it’s not what you were expecting.  Worse, it wasn’t what your client was expecting.

Bad press happens. That’s not going to change. What has changed is the options open to PR people. Where a tightly-worded letter to the editor used to be a PR go-to, the expansion of interaction on the Internet and Social Media have enabled PR people to engage in a conversation created by the media.

Most print/broadcast publications have an online version and most media Web sites allow for user comments. Disagree with something that’s said in a piece? Create a post that:

1) Identifies yourself

2) Outlines your perspective

3) Provides facts to support your case

Properly executed, you can watch as the conversation in the comments section digests your post and – sometimes – turns around in your favour.

Not strong enough? Have you considered recording – and publishing – the interview yourself (http://theflack.blogspot.com/2009/12/pr-insurance.html)? Of course, you need to make sure all parties are aware of your intention to do this well in advance.

Modern resources have expanded a PR professional’s tool belt to the point that their actions after publication can have as big an impact as the original piece.

- Chad Heard, Senior Consultant, chadh@marshall-fenn.com