Ivy Mendoza of Manila, Philippines writes:
“My small PR firm just got an account that needs a lot of exposure in the lifestyle sections. The previous PR person had been sacked due to some anomalies which she was supposed to have committed while conniving with the client’s marketing department.
“To neutralize the situation, the marketing people have gradually been replaced, the marketing manager was asked to resign, and the contract of the old PR consultant was no longer renewed.
“The problem is that the previous PR person has already started badmouthing the client to editors who she is very close to. One particular editor of a very highly-circulated newspaper has already declared that our client’s press releases will not see print in her section anymore. They liked the old PR person and they believed everything that person said about the client.
“The client (not us, the PR firm) wants us to start on a clean slate, so they made an effort to appease this particular editor by setting up a meeting. But the editor flat out refused to meet with them and directly said that she cannot help the client anymore as far as press releases are concerned.
“What should we do? Her paper and her section are very important for our client because of its target readership and circulation. I advised the client to let the editor ‘thaw’ first and just use other sections of the same newspaper (Business, Entertainment, etc.) in the meantime. Would you have other tips for me as far as ‘power tripping’ media is concerned?
“Thanks much and I will really appreciate your help!”
Ivy, I was once in a similar situation. I suggest finding a neutral third party who is friendly with both sides. Explain the situation to her (or him) and ask her to help you re-establish a relationship. In the meantime, find news angles that would be more appropriate for other sections of the paper. Be sure that they are legitimate, though, and that you’re not just doing it to “get revenge” on the Lifestyles section. Get your client involved in the community and publicize it – rebuild their image as a good corporate citizen. Above all, don’t expect a quick fix. Good luck!
Nancy Pierce, Chief Zealot, Zeal PR, Inc.
Lifestyles is a broad subject and agree that use of other sections may be necessary. It’s said that bad publicity can be turned around by admitting to any wrongdoing but there was none other than a bitter PR person with a bruised ego. Maybe make a PR around the subject of forgiveness and bad work ethics then invite feedback from the public adding information about other available business services. The feedback may indirectly reflect and change the opinion of the editor. (Is there a board of directors to this paper that notice can also be given regarding the actions of this editor?)
Forget about the Lifestyles editor and call her direct supervisor and explain what happened. If you don’t like that answer, keep working your way up the ladder to the publisher.
Everybody works for somebody.
Regardless of whether that works, your clients should start participating in the social media sites. Use video to pull traffic. Create a Facebook fan page. Buy inexpensive ads on Facebook and target to a geographic audience.
Even as you try to mend fences with this “powerful” editor, you can try and strengthen your linkages with the Lifestyle editors of the other well-circulated publications. (As you know, in the Philippines, there are about three well-circulated broadsheets.) This may make up for the readership lost from the boycott of the first editor. Try also establishing links with those in the lesser-circulated broadsheets. While their readership is limited, your story may gain more prominence in their sections. And you never know when those contacts from the lower circulation papers may move someday up to the dominant broadsheets, right?