When is the story running???????????

If I had a dollar for every time I was asked this question by an impatient or excited client....  The truth is I probably don't know and may not know until it actually appears. Other times I'll have an exact date of its appearance.  

Sometimes, thankfully rarely, the story won't run at all, it will be shelved. 

It can take weeks, even months for a story to appear after an interview is done.  It is entirely up to the publication or program when and if the story runs.  Television current affairs programs can sit on a story for weeks and then, suddenly, you'll get a call and they'll want to interview you that day. 

A few years ago I had a client who one of the major current affairs programs spent a whole week filming and the result, they said, was fantastic. Feedback from their team was very positive.  We were all so excited about it appearing.  To this day that story has never appeared. Very disappointing but that's what can happen. 

Sadly if you want a sure thing then you need to book an ad.  

A major worldwide event such as the Wellington earth quake can happen and everything gets cut to make space for this. Or the story will be cut in size and much smaller than originally anticipated due to a last minute advertisement booked.  That's the nature of the beast.

One of the biggest issues in media relations is managing client expectations.  Most clients do not understand the media process, as would be expected.  They are experts in the field that their business is in and may not have had any experience with media.

Just reading the Financial Review daily, or BRW weekly or watching the ABC regularly does not make a media expert.  Far from it.

Some of the biggest media misperceptions are:

• It's all about your media contacts - not true, media change all the time and it doesn't matter if you're friends they will not run a story if they don't like it.
• To get media coverage you write a media release and send it out to media - wrong.  Unless it's major news media releases don't work.  Journalists receive hundreds a week, most end up in the trash.
• All coverage is good coverage - absolutely false.  Just ask Rupert Murdoch.
• I can get my own media coverage - go on, give it a shot!
• I should tell the media "no comment" when I don't want to discuss an issue - Never ever say this, it will completely jeopardise your reputation and make you look media ignorant.
• I'm entitled to ask for a copy of the article before it appears - no you are not, never do this.  If you want surety over what appears in the media, book an advertisement. 
• Speaking to the media is just like speaking to customers or investors - wrong!  The media is a very specific segment and requires a completely different set of communication skills.
• The media release written is a bit dull, I'll re-write it and make it exciting - so so wrong! Media releases are written specificially for the journalists in the style and format they require.  They are not the same as company brochures, flyers or advertisements.  The only changes a client should make to a release is factual information.