What Makes a Story Truly Newsworthy?

Yeah, I think what's happened in PR, and I've gotten caught up in this a lot, I've done it in other agencies, I've done it in my own, which is you start like building all these processes in place and paperwork, and then you realize none of that is necessary, or most of it isn't necessary.

It is the quick process.

and the clear and realistic expectation setting and the honest results conversation that you have with clients.

Um, I typically don't do reports for clients.

I haven't done them in probably about 15 years, except when they need to report something to somebody else.

Um, I mean, there's only so many ways to say you've got, you know, two pieces of coverage this month.

They know that.

Um, I don't need to make it fancy.

It takes up a lot of my time.

They're not going to read it anyway.

So, you know, I talk with my clients about what we realistically do in the beginning of an engagement and how we do reporting and how we share information and what is the quickest, easiest way.

And I was telling them, I'm like, what you send me doesn't have to be pretty.

It doesn't have to be perfect.

Just send it to me and I'll make it work from there.

And I will make it work from there to the reporter.

At the end of the line, that reporter is the one that makes it perfect.

But we make sure we have all the right information.

But it doesn't have to be pristine.

It doesn't have to look pretty.