How to get media coverage—and please your client

Many PR pros have experienced a client handing off an event or activation and saying, “Do your thing.”

A common response is to begin working with them and then to transform the project into something that will garner media coverage. How does the client respond?

“Sorry, it’s already set in stone. Changes are not welcome.”

Your value might be low, but expectations are high.

Here’s what you know that the client might not:

• There are competing events that day.

• There isn’t a strong story to pitch journalists.

• It’s taking place in the middle of nowhere.

• It’s scheduled right before, the day of or right after a major holiday.

That’s when any rational argument you make gets viewed as whining and complaining. There is real danger that you will be tagged as the naysayer instead of a team player.

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What should you do? Take a breath, and try these tips:

1. Adopt the sports catchphrase, Hit ’em with the Hein : Making excuses—even if they’re accurate—will get you nowhere. They’ll often set you back. Jump in and attack the problem. Execute every possible angle.

2. Expand your horizons: Look at the project from outside your usual perspective. Are there alternatives you can go after? If it’s a tech product launch, determine whether there’s a story for marketing or business pubs as well as the tech-focused outlets. To whom do you have access, and what additional assets can they bring to your approach? Look at your entire hand before playing your cards.

1. Offer incentives: Give journalists a reason to show up. Be available and accessible. Make it easy for them to get there. Although it might seem obvious, parking passes and Uber codes can improve attendance. Offer plenty of food and drink.

1. Think outside geographic distance: If there isn’t a ton of opportunity for coverage in your immediate area, determine whether there’s a budget to fly reporters out. Keep in mind that journalists at key outlets are not allowed to accept free trips. Don’t avoid freelancers.

1. Propose alternatives: Outside your usual roll call of journalists, who else might cover the event? Who might benefit the client, and what key introductions can you make? Invite influential people in your industry and potential business partners.

1. Remain transparent throughout: Let the client or internal marketing team know what the response has been. If it’s not going well, prepare them.

1. Prepare for the aftermath: Draft an immediate press release to follow the event; include photos, a news release, quotes, video, etc.

Work with your entire team to create something that pleases all participants. Don’t be a complainer—whether it’s justified or not.

Ed James is president of CHQ Media. Connect with him on Twitter or LinkedIn.

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