Category Archives: Media Relations

Can Ad Agencies Buy Favorable Media Coverage?

In my previous post, I referenced a column by Tennessean Editor Mark Silverman in which he wrote, “Our stories and opinion columns cannot be bought.”

Is Mr. Silverman correct or is that just wishful thinking? Can reporters really be paid to write favorable stories? Since presumably they would be paid under the table, how would he know?

If people in other professions can be bribed, why not those in the news media? Codes of ethics get broken all the time.

It seems to me the better way for Mr. Silverman to have made his point would have been to say that the paper has a policy prohibiting stories and opinion columns from being bought, and they work very hard to enforce it.

Because the truth is, he can’t state with absolute certainty that none of his reporters has ever quietly taken cash or gifts to tone down or slant a story.

Having said that, in my 25 years in journalism, agency and corporate PR, I’ve never seen it happen, nor have I ever gotten so much as a hint from a reporter that he or she would “adjust” a story for certain inducements. I’m not saying it never happens, just that I’ve never experienced this as a journalist or as a public relations professional.

Many years ago, while working for a large PR agency, I was involved in a retail promotion that drew huge crowds into a client’s store. The store was part of a national chain that previously had relied exclusively on advertising.

Our PR team found several angles that were of interest to the news media, and we were successful in generating a lot of publicity for the store, which resulted in the large turn out. In addition to the pre-event coverage, we had several reporters onsite.

I’ll never forget when one of the chain’s VPs asked me how much we paid the reporters to show up. I politely explained that we didn’t pay them anything, nor would they have taken our money if we had offered. The reason the reporters were there was because we had been successful in communicating to them that this was a good story worthy of their time.

That’s the way I believe it works with the vast majority of reporters. There are legitimate reasons to be critical of the way some news media outlets operate, but taking “cash for coverage” is not one of them.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

How Ad Agencies Can Handle Inaccurate Media Coverage

One of the most common complaints I hear is that a reporter misquoted someone or made an error in a story. Most of the time these mistakes aren’t a big deal and the gist of the story is correct.

But what do you do when the entire story is filled with factual errors, some of which are significant and damaging?

In my 20+ years in PR, I’ve only had three occasions when I represented clients that had been victims of grossly inaccurate stories which, if left unchallenged, would have had serious consequences. In each case we arranged a meeting with the editor and the responsible reporter(s), but after my first meeting I learned a lesson that served me well for the next two.

Before sitting down with an editor to confront irresponsible reporting, take time to carefully analyze the story and identify each factual error. Then, after quoting each erroneous statement, write an objective statement of the facts. In one case, I discovered 16 factual errors in a news story that ran on the front page of a local paper in Arizona.

When confronted with corrective facts that were stated clearly and objectively, the papers ran the equivalent of front-page corrections.

Having a document that point by point addressed each statement and then provided the facts kept the meetings focused and helped avoid emotions from taking over. Hopefully you’ll never need to have such a meeting, but should you find yourself in a similar situation having the facts on paper rather than just your head could prove to be a big help.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Media Bias Presents Challenges for Ad Agencies

I had to do a double take this morning when I saw a report that ABC News was going to anchor its news from inside the White House in a special June 24 prime-time push for health care reform.

The network essentially is turning programming over to the Obama Administration. Can you imagine the outcry if FOX News had done something similar during George W. Bush’s presidency?

No matter where you fall on the political spectrum, this is not good news. What’s especially disturbing is the way ABC is excluding dissenting opinions. There have always been charges of media bias, but we are seeing more blatant, shameless examples of one-sided reporting than I can ever remember.

Ad agencies and other organizations that have to work with the news media need to be aware of this disturbing trend, which will only end up further damaging the reputations of places like ABC News.

When a news media outlet is no longer deemed credible or impartial, people begin seeking other sources for their information. Blogs, Twitter and other social media provide alternatives and will, I believe, become increasingly important ways in which people get and disseminate information.

Media outlets that appear to be puppets for the government will become increasingly irrelevant—and will only have themselves to blame.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Ad Agencies Need to Develop Relationships with News Media

One of the best ways to get mentioned regularly in news stories is to become a trusted source for reporters. The way to begin that process is to develop relationships with key journalists so they know you are someone they can trust to provide a knowledgeable response or suggest other contacts for them.

Reporters are busy people, and making their jobs easier will win you points every time.

When I start working with a client in a new industry, one of the first things I do is identify the reporters who cover that industry. I’ve found it helpful to make an introductory phone call (making sure the reporter is not on deadline) and ask what types of stories are of particular interest. Sometimes, I even ask for the reporter’s advice on where to learn more about the industry and the best way to work with him or her.

Like everyone else, reporters enjoy talking about their work and what interests them, yet few people take time to ask these types of questions before making a pitch.

It’s also a good idea to write a brief note from time to time to the reporter when you see a story he or she has done in your area of interest. It may even be appropriate to offer ideas for a follow-up story or make the reporter aware of helpful resources.

By focusing on reporters’ needs rather than yours, you’ll build stronger relationships and improve your changes for positive media coverage.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Ad Agencies Beware of News Media Bias

Amateur night was on full display last week when CNN reporter Susan Roesgen, covering a tea party in Chicago, berated participants as anti-government and anti-CNN right-wing extremists. Hey, Susan, have you ever heard of the First Amendment? As unprofessional and biased as her reporting was, the most disturbing aspect to me was that she was so clearly threatened by people expressing another point of view contrary to the one she holds. So much for diversity and tolerance.

Sadly, there were many other examples of coverage on networks that was crude, demeaning and condescending. No wonder much of the news media continues to lose credibility – for a number of reporters, there’s no longer even a pretense of objectivity. Whatever happened to the days when the news media simply reported the news?  To its credit, FOX News provided fair and appropriate coverage.

My wife and I attended the tea party in Franklin, Tennessee, which police estimated drew more than a thousand people. As with other tea parties across the nation, the participants were orderly Americans expressing a legitimate point of view and using their constitutional rights to peacefully assemble and protest out-of-control government spending and expansion. Contrast the behavior at U.S. tea parties with the destructive mob in London during the recent G20 meeting.

Reporters like Susan who are threatened by free speech and so biased that they can’t cover an event without having an emotional meltdown really don’t belong in the news business. Serving as minister of propaganda for dictators such as Hugo Chavez or Fidel Castro likely would be more within their comfort zones.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Understanding the News Media for Your Agency’s Publicity

 

Every week reporters across the nation must fill up many thousands of pages in publications and fill countless hours of radio and TV air time.  As a result, they’re constantly searching for information.  At the same time, reporters are besieged daily by individuals and organizations seeking publicity for themselves or their causes.

What do they want, and how can you get their attention?

Reporters are looking for high impact stories that will capture attention.  They are very sensitive–and averse–to attempts to disguise advertising as news.  When pitching a story about your agency or one of your clients, the most important things you can tell a reporter about your story are who will care about it and why.

Before you make a pitch, always try to put yourself in the editor’s or news director’s shoes and ask:  “Would this story be interesting to my audience?”

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.