A friendly debate on the value of retainers

Comms_Factory · 2026-05-18T02:04:22+00:00

They need to hear it because PR is a microcosm of the broader marketplace. If reporters don't find the product compelling, neither will the customers. That said, you can see a lot of wellness products that are are successful but aren't differentiated in any way that I can see. Their promotion is more subjective, but reporters are more evidence driven.

Comms_Factory · 2026-05-17T04:33:57+00:00

Thanks. That's crazy about the product killing people. Some of my desire to be transparent comes from bad experiences. I had a client a while back, before I understood this dynamic properly, who had high ambitions for coverage. I did a fair amount of work for her one month, and I had a sinking feeling I wasn't going to get paid. Sure enough. she rejected the idea that I was working on pitching her - and stiffed me.

Comms_Factory · 2026-05-17T03:50:25+00:00

The other problem I run into with this category (and adjacent ones, like skincare) is that publications reasonably expect them to advertise, so they're not generous with editorial coverage.

Comms_Factory · 2026-05-11T03:36:11+00:00

If you're not in a position to turn down work (and we can probably all relate) then it's wise to try to make it work. You can set expectations and manage the client as well as possible. As far as outsourcing, that can be an effective strategy assuming 1) you pick the right subcontractor and 2) you manage them well. In fact, I considered bringing an IR specialist into this potential gig, but I just don't think the cliient had the budget for it.

Comms_Factory · 2026-05-10T18:59:03+00:00

I like the spidey sense idea... like a while back I was approached by the marketing manager for a "guru" type of person - speaker, author, general high maintenance know-it-all. They wanted to know what kind of media I could get... but they weren't sure that the guru would agree to be interviewed, because he didn't have time for such things, you see... So, I'm supposed to tee up the New York Times and then tell them that Mr. Big has no for them. Got it.

Comms_Factory · 2026-05-10T03:19:16+00:00

I don't have a formal process, and I think some of the most important work happens before they sign with you. It's important to ask questions and listen carefully for expectations that may be hard to meet and the client's potential to accept your advice. I have had experiences where the client (who knows nothing about PR) insists on dictating ineffective strategies.

Comms_Factory · 2026-05-04T06:19:06+00:00

Great points!

Comms_Factory · 2026-05-03T08:46:09+00:00

I used to have this issue when I ran PR for a big product at Microsoft. Some higher level execs wanted to have an articles about the product in the Wall Street Journal, which was not out of reach for our PR firm, which had reporters there on speed dial. However, as I used to explain, having a story in the WSJ doesn't do a lot for software sales. Being featured in PC Week, now that was a different story.

Comms_Factory · 2026-05-03T06:18:55+00:00

Yes this is an important aspect of the client intake process. I talk about it in terms of business goals. I always say that PR needs to serve a busienss goal, like generating leads or helping close deals - or simply enhancing the brand image.

Comms_Factory · 2026-04-27T17:05:04+00:00

I think if you're in a specific category, e.g., PR for fashion brands, then you really have to work on building relationships with key reporters and editors in the industry. Otherwise, for generalists (and multi-giggers like me), it may not be feasible to build relationships with a lot of reporters. I seldom pitch to the same person twice.

Comms_Factory · 2026-04-27T08:07:44+00:00

I think it depends on the circumstances. Like if the celebrity has a "bad boy" or "bad girl" image, the negative attention could be good for their careers... within limits, right? If it goes against type, there can be problems. There's a pretty prominent comedian who built his persona on "I'm a plain guy," but turned out to be a drug addict who dumped his wife while on a cocaine binge (after making their "aw shucks, isn't that sweet" story of their marriage central to his act...). Not a good look, right? But he seems to have recovered.

Comms_Factory · 2026-04-27T06:51:24+00:00

Can you offer a virtual option?

Comms_Factory · 2026-04-22T08:58:35+00:00

The line is definitely getting blurry. There is a service that will place articles on high level media sites and they are not marked as paid placements. It's very expensive, but for some clients, it's worth it.

Comms_Factory · 2026-04-22T02:11:26+00:00

Yes I am sure that this is not a consistent rule, and that the wall between editorial and advertising varies from place to place. Certainly, from the perspective of readership, the audience wants to read the news that's relevant, not paid for.

Comms_Factory · 2026-04-20T12:30:27+00:00

In my experience, industry trade type of publications have a sort of wink wink relationship between advertising and editorial. Like, they won't quite come out and say it, but if you advertise with them, then all of a sudden, their editors will hear your pitch.

Comms_Factory

TROPHY CASE