Recently, we proposed a story to a reporter. In effecting this sort of proposal, Stern And Company views it as almost a “partnership” with the reporter, and the newspaper. After all, we provided the reporter with a story he or she determined would be worth pursuing and newsworthy, or at least of interest to readers, and, on our side of the equation, it would be a plus for our client.
In this matter, we arranged a photo shoot with the reporter, as well as a brief interview via conference call (not at all unusual), to which the reporter initially agreed. We opted for a conference call in this case because it would take less time and be more cost effective for the client. Beyond that, as there would be other resources in the story, a “face-to-face” wasn’t really necessary. As an aside, when in the news business, I always preferred the phone for “benign” stories. It was just easier and a time saver.
When we called to confirmed the times for both “meetings,” the reporter said he didn’t want to do a “conference call,” but would show up at the photo shoot, which was an exterior shoot. We said that was not the agreement and there wouldn’t be time.
“Well, I have other resources for this,” the reporter said, to which we responded, “That’s fine, I’m sure they’ll be quite adequate. We’re withdrawing our participation from the story.”
It’s our view that in strategic communications, when working with the media, there needs to be almost absolute trust on both sides. Stern And Company has been in business for nearly three decades and we all have “major
league” news experience. When a reporter reverses his position and isn’t willing to work in that “quasi-partnership,” right or wrong, we see it as sign that the story might be going “sideways,” or at bare minimum, not reflect our client in the light we would best like to see.
Now, the reporter certainly has his job to do, but we have ours, which is to protect our client from inaccuracies and innuendo in the media, both of which have increased significantly in the past few years. While this story may be perfectly fine, we’re not willing to take that chance. After all, newspapers are no longer just birdcage liners; articles remain on the Internet for years.
Discretion, to paraphrase Falstaff in Henry the Fourth, is the better part of valor.
