Bad news… Your PR rep just told them you “only want to be in The Times”.
This scenario played out this morning.
I spotted it on Linkedin (you can read it and my considered response HERE) when Jane Hamilton, who works across BOTH titles, posted her disappointment that:
I asked the PR for a very big-name company which loudly trumpets its social mobility agenda if they would support The Sun’s new youth employment campaign ‘Jobs Army’.
The reply – from their well-known (and very expensive) advisors is no, they only want to be in The Times. 🤦‍♀️
Never mind the sheer arrogance and snobbery of that response to a national newspaper reporter, what about the incredible short-sightedness?
You’ve not only insulted Jane, you’ve belittled an incredible campaign that is seeking to do good through the power of the media, whilst also exposing your client to ridicule and conjecture.
Jane has not named names but I highly doubt the PR or the client will remain secret to her buddies across the newsrooms on both titles. The media is a small world, trust me.
Now, it may well be that the client does indeed think this way – media wise.
If they do, it is that PR’s job to push back and challenge them, if their values are indeed as socially mobile as they make out.
Not to nod along and agree like ChatGPT is running the show…
“Oh yes, that’s a great point. Let’s really rub their faces in it and show them what we really think. Would you like a sequence of emails to send out to insult other reporters on lesser titles?
On the other hand, if the client’s values are not as socially mobile as they like to portray, it is time that someone around the table took a good long look at themselves before the Good Ship Sh*tstorm appears on the headline horizon.
PR is a skill. It is a specialism. A lot of the time, we are one part Diplomat, one part Marketing Maven.
So if your PR guru gives you THAT look (some of you reading this will have had it from me – not many mind) it is likely a sign that you are about to make a major marketing mistake.
One that isn’t YOU. Unless you’ve been fibbing all along.
Meanwhile, if your boots are not so big that you can cope with JUST being in The Sun and think you can make a difference, I’d urge you to check out the campaign.
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I’ll leave the last words to Jane.
So, please cheer me up. If you are a company with a genuine commitment to working class kids and can offer work experience (even just a single place), please let me know. Thank you from the bottom of my heart. ❤️