Joel Kweskin of Charlotte, NC, asks another question this week:
“I’d like to hear your Hounds’ opinions on how to compensate publicists.
“Some press releases result in a little blurb in a publication, which can be considered satisfactory. And then there’s a query to a business publication that results in a full feature article, which I’ve gotten a few times.
“Shouldn’t there be a different compensation ‘adjustment’ for an effort on the publicist’s part that results in fairly major coverage?”
Now, I don’t do print and radio publicity and I don’t pitch reporters — but I do have an article marketing service that gets clients articles on top websites, ezines and article directories. My clients ask me all the time, “Why do I pay the same price whether I get published on a top website like About.com — which I have done many times or a smaller, more mediocre website?”
Sometimes, the smaller placement will bring more website traffic and sales than even the more high trafficked site because they have a better relationship with their readers.
Isn’t it the same thing when it comes to print publicity? Sometimes, the smaller placement will bring you more customers than the large feature article.
Eric, you make an excellent point. That’s why the pay-per-placement model can be realy dicey.
Usually, pay-per-placement works best and is more economical if the client is going after national publicity via a PPP publicist, and then uses a regular publicist for all other publicity. Authors do this occasionally.
If people are targeting a niche audience, sometimes an article in a well-respected newsletter that’s read by a small but loyal audience can reap greater results than an article in a general-interest publication.
If you’re willing to accept less than you make now for “lesser” placements than by all means you can ask for more for bigger ones. But as Joan says, this makes you a ‘pay for placement’ publicist which is a completely different model. There are too many variables – timing of placement, current news climate, media economics (what if the magazine goes out of business before your feature runs?),fickle editors… I could go on and on…All those variables out of our control make payment for placements a tough business. Best to price your work according to the effort, not the outcome, as that is what you can measure on a consistent basis. Your big hits will earn you more business, and eventually allow you to charge more anyway.
That’s an excellent topic and I really like what Eric said. I too find that sometimes those smaller hits can be even more successful. It so depends on what was written and often too if they included your website or the mention of your products or books. That’s one of the things we strive for is to make sure our clients get the best mentions in all media.
I don’t feel it’s necessary to be paid more for a big hit. We do get rewarded in just landing those as often those big hits do show our clients that we really can do it. (And those make great additions to their press page too.) I’m sure they feel more confident in retaining us again. That’s what we really want most. The long-term client that trusts us and knows we are parterning with them to get the best results we can. I love those clients!
Thanks! Diana
I create fees based on the scope of a project. The problem I have with a pay-for-placement model for my own business is that I do all of the research, writing/editing, keyword search and other activities for each account. What I present will be an outstanding, newsworthy story angle, but once the pitch leaves my hands, a media outlets’ decision is beyond my control. I can follow up and contact said media with updates and new information, but it’s the old cliche, you can lead a horse to water but you can’t make him drink. There might be space restrictions, breaking news, staff challenges or maybe an editor doesn’t care for the topic regardless of how newsworthy others find it. Today this work can be particularly challenging as news staffs experience more turnover than ever. It’s tough to establish new relationships and get to know editors and reporters as fast as you have timely stories to pitch.
The best I can do for an honest fee is to approach targeted, appropriate media for a story and present it professionally and in a way that meets the needs of said outlet’s audience.