You Can't Win Them All
With every press trip we find ourselves excitedly anticipating all the fruitful coverage that we expect and hope will follow. Yet, as with all endeavors in life, there are unfortunately some rare instances where expectations fall short, and the coverage we envisioned fails to materialize. It's a reality of the industry that not every press trip will yield all the desired results. However, it's essential to approach these situations with resilience and pragmatism, understanding that setbacks might be part of the journey. I must say that this isn't a common occurrence, but it is one to be aware of.
In my years of experience in organising press trips, I've thankfully encountered very few occasions where journalists attended the trip but the coverage never saw the light of day. It's frustrating, undoubtedly, but rather than reacting impulsively, it's crucial to adapt and navigate the situation gracefully. After all, in the dynamic world of media relations, maintaining relationships is paramount.
One fundamental principle I adhere to is communication. Rather than resorting to aggressive tactics or threats of repercussions, it's more productive to engage in open dialogue with the journalist. Understand their perspective, explore any challenges they faced, and collaborate to find a solution. Most journalists are committed professionals who genuinely aim to deliver on their promises.
Perhaps they've returned from a trip and subsequently encountered issues with their editor, or there's been a change in editorial policy since the trip was first agreed upon? In such cases, collaboration and compromise can often yield the best chance of finding a resolution all parties can live with. Simply put, by fostering a cooperative spirit, you increase the likelihood of eventual coverage and preserve the integrity of the relationship.
Of course, prevention is better than cure. While it's impossible to guarantee coverage success, there are steps you can consider taking to mitigate risks:
Conduct Due Diligence: Before inviting journalists on a trip, research their track record. Evaluate their previous work and assess their reliability. A simple online search can provide valuable insights into their professional reputation and the quality / frequency etc of their coverage.
Request a Commission Letter: While I personally refrain from this practice, preferring instead to rely on relationship building and trust built up over time, some may find it beneficial to request a commission letter from the journalist's editor. This formal agreement can offer reassurance regarding the intended coverage.
Consider Contracts: In certain cases, particularly for high-stakes trips, you may opt for a contractual agreement stipulating the timeline for coverage publication. Transparency is key in such situations, explaining the rationale behind the request to the journalist.
Ultimately, the adage holds true: you win some, you lose some. In an industry as interconnected as ours, reputation and relationships are invaluable currency. By handling setbacks with grace and professionalism, we not only preserve our credibility but also foster a culture of mutual respect within the industry.