Twice in the last week I violated one of the most sacred rules in public relations: when it comes to media coverage, promise nothing.
Disaster #1: one of my clients is a public school district. A group of developmentally-challenged and mainstream students — “Best Buddies” — put together a terrific event, essentially turning the high school into New York City for a night of dinner and dancing. It was organized like a movie premier, complete with a red carpet and paparazzi greeting them as they arrived. They raised more than $15,000 in cash and in-kind donations. More than 700 people from 30 high schools in Pennsylvania and New Jersey made reservations.
In the weeks leading up to the event, I told them it was a slam-dunk for TV coverage. I knew it was risky but they were so excited it was hard to resist. I sent out plenty of releases, including a media advisory the day before, hyping the event.
Not a single member of the electronic media showed up. I had a sinking feeling all day when I didn’t hear from any assignment editors. Usually they call just to make sure the event is still scheduled. But I held out hope that because they had heard from me one day earlier, there were no questions.
It was disappointing, to say the least. Even though they had a great time, I could tell the kids were crushed that no real TV cameras were there. And I looked like a schmo for not coming through on my promise.
Disaster #2: I was just getting over Disaster #1 when our local weekly newspaper came out and ruined my day. Another client is downtown business organization that sponsors a “Hot Ribs Cool Jazz Festival” every year. As their first -time PR representative, I assured them a preview story would get good play in the local paper. I talked with the editor in advance, made sure he understood the significance of the event, and gave him plenty of contacts and phone numbers to make his job easier. I even convinced the organization that taking out an ad in the paper would be a nice way to thank them for the coverage.
Of course, I pick up the paper and it’s not on the first page. Ok, it’s inside, right? Wrong. As I turned each page, my blood began to boil. On the third time through, I finally found a three paragraph brief on page 13 along with about a hundred other listings.
I’m still trying to find out what happened on that one.
Bottom line: despite the temptation, NEVER promise a client anything when it comes to press coverage. It’s too unpredictable and out of your control.
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So your company has hired a new hotshot sales person. Or landed a multi-million dollar contract. Or will have a grand opening or other special event.