By Alan Graner
Anybody who’s been in PR for any length of time has heard clients ask the following questions.
For those clients who ask, here are the definitive answers once and for all.
Can you guarantee coverage?
Only if you buy ad space for it.
Can you get us into the Wall Street Journal?
Not unless you offer spectacular financial news…which you don’t.
Which media will run the story?
Whichever ones decide to do so. We have no control over what media will or won’t run, nor do we have any influence on how much they’ll edit to make it fit the available space.
Why didn’t they run the story?
Mind reading isn’t on my resume. The only way to find out for sure is to call them, in which case they’ll brand us complete amateurs and will ignore you in the future.
Why didn’t you explain how great our product/service is?
If your article/press release appears too self-serving, no one will run it. However, they’ll gladly sell you ad space for it.
Can you include a four-color photo of our building?
Not unless it’s designed by Frank Gehry.
Can you ensure we won’t get any bad reviews?
If you’re afraid of bad reviews, don’t submit your product for evaluation. And no, we can’t control responses on social media.
How much will our PR increase sales?
PR is basically designed to increase credibility, trust and your image in the marketplace. If you want to increase sales we’ll be happy to sell you ads or direct response.
Since we’re a new company with a breakthrough product that’s going to make us all rich, are you willing to accept stock in lieu of money?
Is the name of your company Amazon? Then, no.
Can you prove PR is worth the investment?
If you don’t understand the value of public relations, begone and don’t waste our time.
What questions have you been asked?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.