Why Patience And Persistence Are Key To Securing Coverage...

There have been so many times over the last decade when I’ve been asked if there would be a guarantee of coverage for a story that I’ve devised or overseen. The answer is always the same. There are never any guarantees, but when you get it right, the results can surpass even your own expectations.

For many of you as solo entrepreneurs, the thought of spending out on something that has no definite return can seem like a big step to take. And I get it, because I’m an entrepreneur and run my own business just like you.

What I would say, is make sure that you have an in-depth chat about your business and what you’re looking to achieve before you even think about working with someone further. That doesn’t mean a 30 minute meeting where everything is given a cursory glance, but time for that person to really understand your motivation for doing what you do.

This time is so well spent. After all, this is your business and it’s taken you a lot of hard work and time to get to where you are, so it’s worth knowing that whoever you choose to work with, understands where you’re coming from and where you want to be. It also means they will have more of a vested interest in your Publicity ROI (Return On Investment).

Too often pitches take place with agencies that come up with great ideas and the most senior members of the team are there to present everything. But when the account is won and being worked on, it’s often someone with less experience who is making the calls and talking to the Journalists on your behalf.

Always ask someone what their expectations are for coverage for your business. If they tell you they will be able to secure you x number of national pieces of coverage within the first two weeks, I have to say, I’m not sure that I would believe them.

That’s because the biggest thing of all is patience. PR isn’t necessarily a quick win - it can take time. And with entrepreneurial stories in particular, if you don’t have a book or something similar to launch, it means there isn’t a set time frame within which they have to run. This means that your hard-earned piece might get bumped that week in favour of something else, tied to a more specific date.

Don’t stress or worry about it though. A simple email to the Journalist asking when they think it will run is all that’s needed. They will come back to you and let you know. The main thing is not to harass them so much, it puts them off running anything at all.

It’s a fine line - but patience and quiet persistance does pay off.

And if you now have a telephone number for the Journalist - by all means pick up the phone. But please be prepared that they may be short with you if they’re on a deadline (don’t take it to heart) and never call after 5pm, especially on the nationals as they will definitely not want to speak to you at all.

The main thing to say is never give up.

If you know you have a great story to tell, then find a way to tell it.

And if you give it to one publication and say that it’s an exclusive for them - you have to be true to your word and stick with it. As with all things, Journalism is a small industry and you never know when that Journalist that you take on a press trip to LA will go on to become the Editor of one of the most influential glossies around (this is true by the way - this has actually happened and when we arrived, Sir David Frost held the door open to us as we entered our hotel)… x

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