Bad coverage :: “I don’t make the stories, I sell the stories.”

It's an uncomfortable experience but who's to blame?

Well, for the client it's clearly the PR. You managed to arrange an interview and your client successfully spoke to the journalist - yet it’s a disaster!

The article hasn't quoted your client, the quote is wrong, something might be spelt incorrectly...Either way you're in the doghouse.

But often it doesn’t end there. Clients might ask for some kind of extra piece of coverage or retraction as a result of the mistake.

The issue is, a good PR should see the journalist as almost a god-like figure. Someone that cannot be bothered unless absolutely necessary and relevant.

So, under no circumstances can this relationship be wilfully damaged. Going back to him/her and complaining about an article will ruin all the groundwork that was put in to secure the opportunity.

Granted, if the coverage is incorrect, be it legal or otherwise, there could be a necessity for further engagement.

It’s a tricky song and dance. There’s no way you can revisit the journalist to complain but the client is adamant.

This got me thinking of a classic scene in Seinfeld. Any of you who know me, even a little, are familiar with my Seinfeld obsession.

The incident of journalist error being blamed on the PR takes me back to the episode ‘The Mango’ in which Kramer, disgusted by the taste of a peach Jerry has bought at 'Joe's' grocery store, returns the fruit.

The following exchange (of course with less hostility and confrontation!!) effectively reflects the difficult nature of this PR experience.

The client is played by Kramer (the “tall, lanky doofus with a birdface and hair like the Bride of Frankenstein”)

Joe is the PR and the journalist is omnipotent off-screen...

http://www.youtube.com/watch?v=RQ6e9siQyrY