Can Your Publicist Go the Distance? The Tenacious Pursuit of Media Placement

LA Publicist Jerome Cleary says, “It took me 41 separate interactions with a TV news segment producer recently to secure filming of the segment for my client. Most publicists would have given up after 5 or 10 tries."

In the world of public relations, securing a media placement can feel like a marathon. It’s not a quick sprint to the finish line, but a long, often grueling, race that requires persistence, strategy, and an unshakeable belief in the value of your story. The question every client should ask is: Can my publicist go the distance?

The difference between a good publicist and a great one often boils down to a single, critical trait: tenacity. It's the relentless pursuit of each media contact, the willingness to follow up not just once or twice, but as many times as it takes to get an answer. It's about knowing when to be persistent without being a pest, and understanding that a "no" today doesn't always mean a "no" forever.

Think of it from a journalist's perspective. They are inundated with hundreds, if not thousands, of pitches every week. A single email can easily get lost in the noise. A publicist who gives up after one or two attempts is essentially throwing their client's story into a black hole.

A tenacious publicist, on the other hand, understands this reality and adapts their strategy. They will:

·       Vary their approach: If an email goes unanswered, they'll try a different subject line, or even a different time of day. They might try a direct message on social media or a quick, well-timed phone call.

·       Customize their pitch: They don't just send a generic press release. They take the time to tailor their pitch to the specific journalist and their beat, demonstrating that they've done their homework.

·       Build relationships: The most successful publicists aren't just sending out pitches but building genuine relationships with journalists. They follow their work, comment on their articles, and engage with them on social media. This makes their pitches more likely to be opened and considered.

·       Stay on top of deadlines: They understand the fast-paced nature of the news cycle and know when to follow up at just the right moment, when a journalist might be looking for a last-minute story or source.

·       Accept rejection and learn from it: A "no" isn't a dead end. A tenacious publicist will use it as an opportunity to ask for feedback, learn what the journalist is looking for, and refine their strategy for the next pitch.

Securing a media placement is a testament to a publicist's ability to navigate these challenges with grace and determination. It's about having the stamina to run the full marathon, from the initial pitch to the final publication. So, when you're choosing a publicist, don't just ask about their contacts or their past successes. Ask them about their follow-up strategy. Ask them about their belief in your story. Because in the long run, it's the publicist who can go the distance who will truly secure your place in the media spotlight.

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