I’m on a ListServ where the following Q&A recently came up. I thought the answer was so persuasive that I’m reprinting it (with the wording changed to protect these people’s privacy).
Question
I pitched a story to a major columnist. The subject involves something my client is involved in — they’re one of the only players in this space.
I spent nine months working with the reporter. He was interested and his editor loved it, but he took his time in writing. I stayed in touch and nudged him along.
I asked upfront if he would ensure that my client was quoted. He said yes. I reconfirmed this a few times, and even scheduled a final interview with my client before he wrapped the article, so that he could quote the client in a way that was relevant to the angle he decided to take.
Finally, the story ran — and my client was hardly referenced. No quote, and only a fraction of what they do is mentioned.
Answer
While this is hugely frustrating, the journalist didn’t do anything wrong. He used what he felt he needed to tell the story.
I completely understand your viewpoint. But this is journalism, not PR; the reporter is covering a topic as he sees fit. He will pick and choose from his notes and grab what he thinks works for what he’s trying to illustrate.
I know this is harsh. But as PR pros, our job is to try our damnedest to get our clients in the news — and you did. Ultimately, you have no control over the story. And, most important, you need to help your client understand this.
