OK, that response is definitely weird and makes no sense, but I have to think it is coming from someone who has limited PR experience and who has a boss with equally limited experience. I can see why they ask if something is a paid opportunity or not - there are plenty of awards and lists out there where you have to pay an entry fee or it is P2P - but passing on a purely editorial piece like this makes no sense. I think a lot of brand folks don't really understand that being included in a roundup article with their competitors isn't necessarily a bad thing. They often want to be the only one in the story, and that somehow it is bad if their competitors are listed too. I've definitely had to have the conversation explaining that that's not how it works in PR/editorial and that there is still great value in roundups, especially if the article points out some of their unique features or selling points.
Jan 24, 2023·edited Jan 24, 2023Liked by Jill Schildhouse
I can understand inquiring about the type of story, if there is a cost associated and the overall tone and approach. I think that them declining is a loss indeed. There are some clients who just don't want to be in articles or roundups with competitors, and personally and professionally, I think that's a loss. Anything that points to your brands best assets is something to take advantage of. This is from Caren Begun (caren.begun@tmstrat.com).
I’ve worked with category-leader brands over the years and I was often baffled by the opportunities they turned down. Sometimes individuals felt the big brand had earned the right to own all editorial opportunities and not participate in multi-brand articles and roundups. Sometimes it was due to the in-house team being misinformed about the value of a particular outlet, or believing the demo/readership was not aligned with their consumer base - or their *desired* consumer even. Without knowing the category or specific brand here, could they be one trying to shift their image and excite a new audience? I’ve also come across brands that just don’t like the design/layout of online scrolling roundups with all the elements needed for SEO these days and have declined for that reason alone.
Jan 23, 2023·edited Jan 23, 2023Liked by Jill Schildhouse
The paid question is definitely something I’ve asked before because so many publications will reach out and ask to maybe interview your CEO or ask if you would be interested in inclusion and you end up having to pay. It’s getting tough to tell which are real requests. Saying no to the roundup inclusion is strange for sure. But some brands will not participate if there is even a slight chance their brand won’t be spoke about positively. It’s pretty strange from a journalists perspective for sure. I used to work in TV news so definitely see both sides of it.
I agree with Kathy, and you, their behavior is odd. You assured them they would be featured with the best in their field. The opportunity to be showcased with a prominent publication (and writer) is priceless, with many opportunities for recycling it into social media and advertising coverage. You never know what doors and opportunities open for you after being covered. I would have said yes.
OK, that response is definitely weird and makes no sense, but I have to think it is coming from someone who has limited PR experience and who has a boss with equally limited experience. I can see why they ask if something is a paid opportunity or not - there are plenty of awards and lists out there where you have to pay an entry fee or it is P2P - but passing on a purely editorial piece like this makes no sense. I think a lot of brand folks don't really understand that being included in a roundup article with their competitors isn't necessarily a bad thing. They often want to be the only one in the story, and that somehow it is bad if their competitors are listed too. I've definitely had to have the conversation explaining that that's not how it works in PR/editorial and that there is still great value in roundups, especially if the article points out some of their unique features or selling points.
I can understand inquiring about the type of story, if there is a cost associated and the overall tone and approach. I think that them declining is a loss indeed. There are some clients who just don't want to be in articles or roundups with competitors, and personally and professionally, I think that's a loss. Anything that points to your brands best assets is something to take advantage of. This is from Caren Begun (caren.begun@tmstrat.com).
I’ve worked with category-leader brands over the years and I was often baffled by the opportunities they turned down. Sometimes individuals felt the big brand had earned the right to own all editorial opportunities and not participate in multi-brand articles and roundups. Sometimes it was due to the in-house team being misinformed about the value of a particular outlet, or believing the demo/readership was not aligned with their consumer base - or their *desired* consumer even. Without knowing the category or specific brand here, could they be one trying to shift their image and excite a new audience? I’ve also come across brands that just don’t like the design/layout of online scrolling roundups with all the elements needed for SEO these days and have declined for that reason alone.
The paid question is definitely something I’ve asked before because so many publications will reach out and ask to maybe interview your CEO or ask if you would be interested in inclusion and you end up having to pay. It’s getting tough to tell which are real requests. Saying no to the roundup inclusion is strange for sure. But some brands will not participate if there is even a slight chance their brand won’t be spoke about positively. It’s pretty strange from a journalists perspective for sure. I used to work in TV news so definitely see both sides of it.
Hi Jill,
I agree with Kathy, and you, their behavior is odd. You assured them they would be featured with the best in their field. The opportunity to be showcased with a prominent publication (and writer) is priceless, with many opportunities for recycling it into social media and advertising coverage. You never know what doors and opportunities open for you after being covered. I would have said yes.