Public relations professionals often are looked at as guides to the media. Clients want to know how they can get news coverage. Do you ever use the opportunity to tell them they won’t?
When tasked with media relations, you often will go to great lengths to get that client’s news placed anywhere, so you can show them how valuable you are. Sometimes, you’re even willing to cash-in a little professional collateral with a reporter you’ve befriended over the years, landing at least a brief mention in a column.
Jason Uzarraga 