When a Story Gets Changed

Last month I pitched one of my amazing clients as an expert in the field of pest control. There were trending news stories about West Nile Virus, Lyme Disease, Dengue and other insect/pest-borne illnesses showing up in Pennsylvania.

We were contacted in response to our pitch by a local TV station to do a morning news segment on location at the home of one of my client’s customers. We had pitched tips for keeping one’s property safe, providing a full “package” for the news story with my client, the expert, opportunity for background video of a property being treated, a homeowner to interview and a 4x Lyme Disease survivor who could speak about why she has her property treated regularly.

At the end of the day, they chose to do a detailed segment about the Lyme Disease survivor and a very brief segment about my client. They didn’t ask my client about treatment options; they didn’t have her show them areas at risk for insects and pests; and they didn’t share her tips for how to keep one’s property safe from biting pests. We were grateful for a quick mention of her company in the chyron, but were disappointed that her tips – the most useful information she could share – were not included in the news segment.

Changes like these can be frustrating, but they’re not uncommon. Newsrooms are dynamic environments, and producers and editors constantly assess how to deliver the most engaging content to their audiences. For PR professionals, this means staying flexible and working closely with journalists to understand the evolving context of a story. Rather than viewing changes as setbacks, consider them opportunities to collaborate and align your client’s message with the new direction.

When a Story Gets Canceled

Even more challenging is when a story is canceled altogether. You might have had everything lined up—a feature piece, a primetime television segment, or a prominent online article—only for it to be pulled at the last minute. This happened to me with another client last summer. After pulling together a segment for National Thrift Shop Day, the station decided to focus instead on back to school. Reasons for cancellations can vary: a major breaking news event may require all hands-on deck, an editor may decide to allocate space or airtime to a different story, or the publication may shift its focus to align with a new editorial agenda.

In such situations, PR professionals must act swiftly and strategically. It’s crucial to maintain a positive relationship with the journalist or editor, expressing understanding and gratitude for their initial interest. This can lay the groundwork for future opportunities. Additionally, having a backup plan is essential. Consider alternative outlets or angles for your story, and explore other media channels, such as digital platforms, blogs, and podcasts, to share your client’s message. Thankfully, with some diligent follow up on our part, we were fortunate enough to be able to reschedule many months later, and it was a very impactful segment that drew a great audience response.

Part 3 to follow tomorrow…