With more than 20 years of experience in PR and communications, we’ve heard lots of questions about what happens between having a story and seeing it in print.
Here are seven questions we often hear:
“Can you guarantee coverage?”
We can sharpen the story and pitch the right journalist. The newsroom decides, and breaking news can derail even a strong pitch.
“Can we agree when the story goes live?”
Yes, if the journalist accepts an embargo in advance.
“Does an embargo make any information safe to share?”
No. For listed companies, disclosure obligations need separate consideration. An embargo is no substitute for that assessment.
“Can we approve the article?”
We can ask to check our quotes or technical facts. Approving the finished article is a different matter.
“Can we include our other services?”
A story needs focus. An article about succession planning rarely improves with a list of every other specialism.
“Will a good relationship get us favorable coverage?”
A good relationship helps us have useful, informed conversations. Journalists still need to ask difficult questions and make their own assessments.
“We got coverage. Why isn’t the phone ringing?”
One article won’t necessarily generate inquiries. It can build recognition and trust, especially when you use it across your wider communications.
Remember:
The ambition may be the front page. The starting point is what you have to contribute.
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