Let’s be transparent

It’s an area where I plan to do a better job. Often if I don’t fancy an angle, or go cold on it, I’ll not want to admit it to myself or break the bad news to a PR with their hopes up, and so instead I avoid the issue. (Although I stress that the more common reason for my silence is a total lack of time, so please never assume that a lack of response equates to a lack of interest.)

 

Most times when I am upfront, however, this goes down well; the clarity and straight-talking is appreciated. Occasionally my reasoning is contested — to a degree this is fair, as everyone is entitled to an opinion and so forth, but it’s never a good look and always dissuades me from being open and honest the next time; why would I want to open another can of worms?! 

 

Nevertheless, here’s my vow: when you’ve sent or voiced a personalised idea to me, or when I’ve initially shown interest, and I have decided the story is not one I’ll pursue (i.e. pitch), then I will tell you that I’m going to decline or jump ship — and I’ll tell you why. Time allowing, of course.

 

From your (and your client’s) side, a similar transparency is always appreciated when it comes to admitting which publications you’ve already targeted or secured, and if you’re not keen on a publication. I might be surprised if you won’t provide free flights or nights for Metro or The Times or Nail Trimming Weekly, but I shan’t dispute it — and I’d always be far more peeved by being strung along or ignored.

 

This reminds me of one of my career’s angriest moments: during a meeting, I was told by the PR that the client would definitely host me for Metro. So I worked hard on a pitch, got the commission, began arranging things and… nope, “they won’t host you for Metro alone, Richard. Can you get more commissions?” Gah! Can you take a hike?  

 

Transparency trumps that any day of the week.