Art of the Real Deal

Believe it or not, several decades ago, my Mother made sure I was raised to be a good Queens (NY) boy. I was kind of polite, always a “card,” yet capable of cracking up adults at any wedding, graduation or Bar Mitzvah you threw my way. I earned a lot of good guy pats on the head.



Unfortunately for Mom, being first a reporter then a PR guy has wrung modesty right out of me. I learned quickly that the media has no respect for humility. In your quest for coverage, if there’s an angle that you know is best, and you are aiming to be the lead for a Times story, being meek and “helpful” just doesn’t cut it. You’ve got to pitch hard and be not mysterious about what you want or what placement you’re looking for. But you already knew that.

Some of you didn’t know? Over the past several years it seems that everyone has developed a new nicety with the media and with bloggers, presuming that if they’re really sweet and oh-so-darn helpful, reporters will be sure to feature them. While it’s true that being “nice” works with old ladies and in (some) court hearings, it doesn’t work with reporters who are busy fighting deadlines, particularly not with the fact that reporters have to get more done than ever before.

Does being wonderfully pleasing give you license to you be nasty? Nope. Instead, you need to be honest and upfront.

Journalists and online types interview you because they need information and new story ideas. You, on the other hand, have what they need and you need some coverage. See a deal formulating? Reporters are, contrary to popular belief, in fact people and love to be treated like adults. Yes, you should help them out with their story and okay be polite like your mother taught you, but you should also tell them, mano a mano, what story you’re looking for, what angle you think is best for all parties, and—how you can help.



Strangely enough, Mr. and Ms. Business Type, you soon learn that journalists happen to be some of the most talented dealmakers on our planet! If you think I’m on a media Jihad, do a quick Nexis search on Comcast Corporation. A few years ago, just four spokespersons commented in a not small way on a new deal Comcast slapped on the table.

The result was a thousand or so individual pieces of coverage around the globe, each a carbon copy of the last. That wasn’t what you might call luck—it was shrewd negotiation.

Reporters are aware of a balance between knowledge and access. They know how to use leverage when it’s necessary. They’re experts in requesting what they’re looking for—nay, exactly what they need—and they do it with the subtly of a bowling ball rolling down a staircase.

Bottom line: the next time you’re on the horn with a media dude, lay out what you hope to get out of the conversation.

Like never before, frank is what any reporter, blogger or producer will appreciate—and in the final analysis you’ll appreciate when the story or post runs.

Twitter @laermer, @badpitch

Summer, Baby, Is Coverage Time: Tips for Real PR

Some are saying this is going to be a non-news summer. Hard news seems to only happen when it’s about the economy—and that’s even dimming some. That leaves a lot of domestic space to occupy! More space means plenty of opportunities for coverage in daily papers, on network affiliates, and in trade, consumer and business magazines (especially those weeklies!), not to mention blogs, vlogs, and the whole ‘og world from now till the end of the slow-w-w summer months. Below are 5 tips to help you maximize your coverage in this time of our need.



Make it timely

As you develop story angles for the season, remember it is summer. Whether you’re talking about a summer gadget (easy) or a medical device (hard), tie your pitch to something relevant to the here and now. For example, a lot of travel goes on this time of year, so tie your company, product, or service to summer travel (airfares…heat, sun..SPF..etc.).

Work the holidays

July 4th falls on a Saturday this year, creating opportunity for a fantastically long weekend, so most will take the 6th off — including experts who might otherwise be available to appear on TV. Make your company expert (you do have an expert?) available on holiday weekends—especially the 4th of July and Labor Day—when producers have a tough time finding guests.

Think smallish

Coverage in smaller markets or in smaller-circulation publications can be just as effective in achieving business objectives. Getting coverage in key markets is easy if you take the time to understand and include a local summer angle. For example, Milwaukee has a lovely lakefront where many denizens spend their summer weekends — can you tie that to your story? Milwaukee might be a second-tier DMA, but it’s only an hour’s drive from Chicago!

Present company

If you haven’t submitted products to relevant holiday gift guides, get going! Today! Many long-lead monthlies have deadlines any day now; some have already passed, but there are plenty out there for you to crawl onto. Just make sure you have images and specs at the ready.

Agency review, friend

If you’re not getting the coverage you merit — or, if you’re not seeing clear return on your PR investment—summer is the time for the ole agency review. Identify five companies and simply ask them what they would do for you—and who would do the work—given the chance to take it on. Compare this to what you have now. Even if you stay with the old firm, it’s good to hear new thinking, particularly about angles and opportunities. Time spent researching is never a waste! Just ask the folks at RLM, and they’ll tell you: “I research, therefore I am.” (Apologies to Descartes.)



You see, dear participant, although the lean summer months are considered by many to be a barren media wasteland, with the right attitude and some out-of-the-box thinking, they can be just as fruitful as any other month. As usual, though, success is up to you. It is merely a choice – a tough choice, sure – but what about the PR business isn't tough?

If you need something MORE to do this summer, call me. I have a lot of filing for ya.

Okay, a nicer ending: Tweet me @laermer.