Got any confessions of your own? Send them along to me at: alan@weinkrantz dot com.
Confession #1 for Monday, April 2: "No, we’re not personal friends with everyone at CNN, WSJ, NYT, Reuters, etc."
When making new business presentations, I am always very clear about one thing: yes, we have good contacts, but the truth is that we’re only as good as our last pitch to that particular contact.
1. Just because we got client "x" a story in The Wall Street Journal, does not mean we will do likewise for you.
2. The "media" is a huge marketplace. Yes, we have connections and good relationships in place, but don’t expect us to know everyone on a personal basis. Large agencies and boutique firms alike have the same issue. We are only as good as our last pitch.
3. I would rather you let us cultivate a relationship with a great story idea to pitch, rather than your thinking that we can call someone up shove a story down their throat.
4. No, we are not going to call someone up to see if they got our press release. Huge No-No. If we have something important to pitch, we’ll pitch it before it goes on the wire service or via emails we might send to the media.
I tell the client to be:
‘Don’t hire us because you think we are so connected.
Hire us because we’re really creative and very good at what we do."