Options, Education and Good Delivery: Making the Difficult Media Relations Conversation Easier

You could say there are two kinds of PR pros. Those who respond “yes” whenever the people or company they represent request a press release, thought leadership essay or other form of press coverage.

The other sort of PR pro examines the request for coverage, evaluates where/if it fits in the company’s communication strategy and whether or not it will attract media attention. Very carefully, this second type of PR pro offers honest, strategic counsel about the request’s viability.

Let’s use a request for a press release as an example. When a PR pro receives a release request that contains:

timely information useful for many readers
a clear, succinct story and
relevant data and quotes from top executives

the PR pro likely will accept that it’s got a chance for coverage. She’ll probably seek additional clarity, add links for more information and begin writing.
This Won't Work
The month’s how-to deals with those times the conscientious PR pro described above is handed a flat pitch. In that case, how does the PR pro tell an executive her proposal lacks a good chance at success?

Everyone knows about letting someone down gently, particularly when the person(s) on the other side of the table pays your salary. But how do you actually let them down gently? Do PR pros have best practices they use during difficult and delicate conversations?