PR People: Think Like A Reporter for Ideation, But Avoid Constant Newsjacking

(Ironically, I did work on a publicity project for Pele when he originally signed a contract endorsing a soccer ball for another client, but it did not require him to do multiple interviews in the English language.) The Pele program is an example of why many campaigns never have a chance of achievin...

Full description

Saved in:
Bibliographic Details
Published inPR News (Online)
Main Author Solomon, Arthur
Format Trade Publication Article
LanguageEnglish
Published Rockville Access Intelligence LLC 09.08.2023
Subjects
Interviews
Public relations
Reporters
Soccer
Online AccessGet full text

Cover

More Information
Summary:(Ironically, I did work on a publicity project for Pele when he originally signed a contract endorsing a soccer ball for another client, but it did not require him to do multiple interviews in the English language.) The Pele program is an example of why many campaigns never have a chance of achieving the desired results—account staffers think that just tying into current happenings will make a program more media friendly. Here are seven reasons why: * By the time a program is crafted and approved by the client, the big news of the moment is usually passed. * Other agencies might have had the same idea and already bombarded the media with interview requests. * The media has covered the subject from all angles. * TV and radio producers do not have time for a PR person to contact a client during a breaking news event and wait for an answer. * There are dozens of people editors and producers can call upon for opinions that are always immediately available. * During interviews, clients are not apt to make statements that will generate headlines, except, maybe, in trade books. * Most breaking news stories that have a long shelve life are about political happenings, or other controversial topics, which corporate clients do not want to comment on. The Ticking Clock When I promoted a client that manufactured federally-approved RX health products, I found myself sitting next to a prominent radio health reporter at a symposium.