One obvious goal of a public relations program could be to secure news coverage for your client or company. We carefully craft pitches to grab the media’s attention. We toe the line between being persistent and not being a pest. And at Albers Communications Group, we take “no” for an answer when it comes from the media.
However, it’s an awkward position – and one that doesn’t come about often – when we have to tell the media, “Thanks, but no thanks.”
There are so many things to worry about when it comes to declining a story: “I hope I haven’t damaged my relationship with that journalist/TV station/blogger, etc.” Or, “I hope they still think of us next time they’re writing a big story.”
Unfortunately though, there are stories that just aren’t a good fit. Maybe the topic is controversial. Maybe it steps outside your area of expertise. Maybe participating in the story would reveal to competitors some of your trade secrets.
Whatever the reason may be, it’s up to the client to be open about their willingness to be involved with a story. Our practice is not to push but to instead offer counsel to our clients – tell you why the story may or may not be appropriate for your company; develop a response that maintains your company’s integrity; and deliver the message to the media in a way that maintains a positive relationship.
Choosing not to participate in a story certainly isn’t easy, but there are ways to do so with integrity, professionalism and class. And we will help you find a way to achieve that delicate balance.
You’re right, Gina. Sometimes it is the right choice to decline a story. But there are two things I always try to do in that case: 1) pitch a different angle to that story, or a new story altogether; and 2) if I get no bite, I refer the reporter to someone I think might be able to take the story. That response deepens my relationship with that particular reporter, who sees me as a helpful source even if I have nothing to gain.