You know what? Sometimes PRs are absolutely brilliant.
Sometimes you’re writing a story and it’s not going so well. You’re missing a case study that’ll bring it all to life, or you need an expert to give you some incisive comments on exactly what is happening, or it’s lacking some killer stats. Sometimes it goes like that, and you start wondering what you’re going to do. You worry that the whole thing isn’t going to hang together and that you’re going to let your editor down. And then you get an email from a PR who does everything he or she is meant to, and suddenly it’s all right. The world is a happy place again. It’s a beautiful thing.
Ok, maybe I’m getting a tad carried away here. But the point is that sometimes it does happen, and it rarely gets noted. In amongst all the bitter sniping and public wrangling between the hacks and the flacks, there doesn’t seem to be a space for we journos to point out these times when a PR does a really great job, helps a us write a better story, and no doubt gets some good coverage for his or her client.
So, I thought I’d start a new series on my blog to do just this. Somewhere I can name and acclaim a PR who I think has done something well. Now, being this positive goes against every fibre of my being, influenced as it was by a firmly British upbringing which taught me to always favour grumbling and criticism over celebration and praise. But bear with me. I’ll give it a go, and let’s see how it pans out….
A couple of weeks ago Paul Maher of Positive Marketing read my e-newsletter, saw that I was writing an article that one of his clients could comment on, and so dropped me a brief email explaining who his client is and precisely why they’d be great for the piece. I agreed to an interview and so he set it up promptly, sending out details for the conference call in good time, and even calling just before the interview to check I was still on for it. His client and I had a good conversation. He answered all my questions openly and made interesting points supported by facts, figures and real-life examples. Once or twice Paul gently nudged his client in the direction of points he should be making. It was a great interview. Then, later that day, Paul emailed me a pic of his client and details of a LinkedIn group we’d discussed in the call. It was exactly the follow-up I needed. Throughout the whole thing he was friendly, efficient, down-to-earth, and clearly understood exactly what I was writing about.
Result? I’ve got some great copy for my article and am very happy. He should also get some good coverage for his client.
Now, why can’t it always be like that?
(I should add for all you cynics out there that I have absolutely no commercial relationship with Paul or his company. I’ve never even met the bloke, and what’s more he has no idea that I’m writing this!)