In the old days, PR firms required media to have a Letter-of-Assignment (LOAs) as a precursor to being accepted on press trips.
Some even went as far as spelling out required circulation, usually over 100,000. Many PR firms representing state and local government are still insisting on this ridiculous litmus test as to whether a potential journalist will be worth their time when it comes to sponsoring them on a press trip.
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Why then are PR firms surprised when the previously agreed upon goods aren't delivered?
Here's why this archaic requirement needs to be tossed out and especially why PR folks need to rely on other metrics to vet journalists:
1. Editorial staff has high turnover.
Editors change all the time, and no editor wants to inherit the legacy of their predecessor, no matter how good the pitch was. If the outlet ceases publication, the journalist must find another outlet for the orphaned article.
It’s better to select the journalist rather than the publication. Research their writing style and publication record and trust they will find the right home for your piece.
2. Outlets can be misrepresented.
Some LOAs or guarantees of placement are from freelancers accustomed to bending the truth. For example, I knew a travel writer who promised bylines with the Chicago Tribune, knowing she could submit free copy to her local neighborhood version of the newspaper and that Chicago Tribune would appear on the banner. All she had to do was ensure a link between the story and her hometown.
It was questionable whether these were the demographics desired by the host.
3. Asking for a guarantee of publication shows naivety.Don’t ever ask for a guarantee of publication.
Any professional will tell you they can’t, and then walk. Be wary of those that say they can. In most cases, it’s usually their personal blog and you must decide if it’s worth it.
There’s also a chance that they make promises they have no intention of keeping. After all, what recourse do you have when a journalist doesn’t produce other than to put that person’s name on a black list?
4. Getting a LOA can be difficult for freelancers.
Some outlets just won’t give assignment letters, even though you may be on staff or a frequent contributor. Instead, it is up to the writer to make his or her own arrangements and whatever is necessary to write the article.
Insisting on a LOA will limit the kinds of writers who can cover your news.
5. Many publishers have a no comp policy.
Be wary of any journalist that promises a byline in major newspapers likeThe New York Times, the Los Angeles Times, or The Washington Post. Most do not accept articles from subsidized press trips.
What PR pros should be doing instead
Focus more on the track record of an individual writer. Research their clips, know their style and be aware of their current outlets. (Just because they have published in the National Geographic Traveler in the past doesn’t mean they can place an article there currently).
Hosts should look at professional memberships, if for no other reason than if a member exhibits unprofessional or bad behavior, the host can at least report it to the organization. Some organizations like the International Food Wine and Travel Writers Association (IFWTWA) even have a policy that if you go on one of their sponsored trips that “no clips means no future trips.” Others like Society of American Travel Writers (SATW) expect their members to uphold conduct to a professional level of behavior.
Do you still require letters of assignment, PR Daily readers? What alternatives would you suggest?
Karin Leperi (a.k.a. K.D. Leperi) is an award-winning writer (Lowell Thomas, NATJA) and award-winning photographer. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.
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