It’s time to address the big bad B word: Budget. Oh, and that O word, too: Overservice. Budgets are one of the most important aspects of any client/agency relationship: they help set the basis for the scope, and without the dollars, an agency can’t operate.
SWMS contributing editor Lindsay Ciulla writes: Welcome to a new series focused on agency management concerns. Each month we’ll share a new post dedicated to issues and concerns that senior staff deal with on a regular basis.
So, you pre-briefed a group of reporters on an upcoming announcement, with the expectation that they’re going to post a story shortly after your embargo lifts. You and the client worked closely together to make sure the reporter had all assets they’d need for a story.
“This week I’ve had a record number of people tell me they cannot talk to me because their PR department has blackballed me for no clear reason,” Chrissy Farr Tweeted on Apr. 6. “So glad you opened this door,” Tweeted CNBC editorial director Matt Rosoff the next day. “Every week I am stunned anew by how some PRs assume our business works, vs how it actually works.”
I’d love to say that every single time I’ve worked on a major announcement or campaign, things went perfectly - but that’s unfortunately not exactly how things go in PR. One of the most crushing let-downs is when an exclusive falls through. How do you react? What do you tell your client?
TechCrunch editor-at-large John Biggs spoke with us last week about Tech4Reporters, a tool designed to help busy reporters understand the technology they’re writing about. It’s a tool John funded himself and he gives it away. Why? He wants journalists to have access to tech experts who don’t expect positive publicity in return for their insights.
Occasionally a client may ask, "What's the big picture in B2B tech editorial?" If you're lucky, that is. Usually they're waiting for your deliverables. But every now and then it helps the client-agency relationship to go have the proverbial beer and discuss what's happening in B2B edit, in the seams where it's hard to notice.
Used bookstores are fun to visit. Who knew that advertising advice written in 1942 would be useful for tech PR more than 75 years later? “How to Write Advertising” was written by an ad pro, Kenneth M. Goode. Miraculously, it’s still in print and available on Amazon. It’s worth the read.