Earlier this month, I observed a Twitter conversation, instigated by Boston Globe reporter Scott Kirsner’s tweet, “I love PR pitches offering to ‘introduce’ me to a company that I’ve covered a half-dozen times (at least), like @Wayfair.” And, while I applaud Wayfair PR leader Jane Carpenter’s prompt response, Kirsner’s tweet and subsequent conversations bring up some interesting points that PR firms and executives should pay attention to. Read more
As a PR professional, securing interviews with big name journalists who write prominent columns or blogs is always exciting. Your pitch worked, so-and-so is interested in your client, your client will be happy with you, your boss will be happy with you… all these thoughts race excited through your mind as you read that little response, “Sure, what time can your client talk?”
I’d imagine that the journalist, although receiving hundreds of pitches daily, has a bit of excitement too, thinking “I get to interview the CEO of XXX, I get to break this story, this fits in perfectly with my next feature, or I’ve been looking for a follow up with more stats like this!”
In all the excitement, you rush to your social networks to tell the news, updating your Facebook, LinkedIn, and Twitter status that you’re going to be speaking with so-and-so. But, wait! Is that really what you want to be doing? Let’s step back a moment. The journalist doesn’t rush off to these social networks to tell the world that they’ll be interviewing your client. This would reveal their source and maybe even the topic of their next article. It also destroys that element of surprise for the journalist’s frequent readers who wonder what they’re going to write about next. It could also tip off the journalist or publication’s competitors as to what they’re writing about.
So maybe, like the journalist, updates like that should take a back seat (at least until after the article is published), so as not to destroy the privacy or validity of that awesome interview you just secured. Your pitch still worked, the journalist is still interested in your client, and your client and boss will still be happy with you, so does the rest of the world really need to know when it’s not even your place to say?