For those PR practitioners who have been rebuffed by disinterested journalists, PR NEWS offers this look at what one PR practitioner went through after pitching a story to the Reno Gazette-Journal.
What follows is Reno-based R&R Advertising's PR director John Cook's diary of what happened after he contacted a reporter at the newspaper for client Port of Subs Inc., a local submarine sandwich business. (R&R handles the PR, marketing and advertising - a $25,000 annual contract, according to Port of Subs President and Co-founder John Larsen.)
On Jan. 27, Cook delivered and discussed Port of Subs media materials with Gazette-Journal reporter Aric Johnson in hopes that the paper would run an article about the $25 million company's growth and its 25th anniversary. Here's a glimpse - in Cook's exact words - of the story timeline:
Monday, Jan. 27: Delivered/discussed media materials with reporter. His initial reaction was positive, and he said he'd get back to me.
Monday, Feb. 3: Not having heard from the reporter, followed up by telephone, arranged interview with client.
Thursday, Feb. 6: Participated in interview with client. Reporter said he would contact me [in ref. to] arranging a photo shoot.
Tuesday, Feb. 11: Not having heard from the reporter, followed up by telephone. The reporter said he would get back to me.
Monday, Feb. 17: Not having heard from the reporter, followed up by telephone, then arranged a photo shoot.
Thursday, Feb. 20: Participated in photo shoot.
Sunday, Feb. 23: Piece was scheduled to run, but was bumped by a breaking story.
Monday, Feb. 24: Waited to see if story ran. It did not.
Tuesday, Feb. 25: Again, story did not run. Followed up with reporter by telephone; he confirmed that while story had been repeatedly bumped by breaking, harder news, it was still alive. Asked when it was now scheduled for [and] he said Friday, but he wanted (a) additional information and (b) to ask the client some follow-up questions. Obtained the requested information and discussed second interview with client.
Thursday, Feb. 27: Due to breaking news, scheduled interview did not take place.
Friday, Feb. 28: Story did not run. Telephone interview was conducted.
Monday, March 3: Since story did not run, followed up by telephone with reporter, asked about its status. Reporter confirmed that it was still alive, but since it was not time-bound, it kept getting bumped by more pressing stories.
Thursday, March 6: Provided additional information to reporter, facilitated third (telephone) interview with client.
Friday, March 7: Article ran [front page Business section]. (John Cook, 702/323-1611; John Larsen, 702/747-0555)
