24 karma · joined April 17, 2008
As far as expectations, for the proactive job I would negotiate goals with the publicist for number and stature of media outlets I wanted coverage from. e.g.(blog coverage, trades, or national TV and newspaper coverage). I would expect them to spend their time understanding the product and then pitching the story to reporters, and then to field press calls and handle logistics (press releases, arranging interviews, etc.)
Expectations for a reactive publicist are not as clear cut. I'd want them to control damage, but I can't think of a concrete metric for that.
In either case, I'd make sure they had news or reporting experience before hiring them. If they don't understand how the media works from the inside, they won't be as effective as someone who does.
An example is to schedule time for fun, instead of work. Schedule times to see a movie, see a friend, exercise, or other activities you want to do. The benefit is that when I'm sure I will get the fun things I want, it's easier for me to focus on other tasks in the meantime.
He also describes a 'time boxing' technique that I've found very useful myself. A 30 minute commitment for me does the trick. Usually I'll end up working longer in a stretch and find it easier to recover from interruptions during that 30 minute commitment.
A misconception that can cause this is the belief that people are interchangeable. Sure, smart people can learn to play almost any role. But, practically, someone learning a role will make more mistakes and take longer than someone who already has some success in that role.
The point I take from this is that the kind of deep reporting papers need to differentiate themselves is not cheap or easy.
As far as them 'stealing' your concept, many large companies do not want to spend their internal capital budget to build tools and would rather focus those resources on their 'core competency.' That means buying commercial tools can make more sense in their budgets than building something on their own. In fact, our product development got a boost from one internal R&D team who lost their budget, and asked us to take the code they had developed and build a product. Then they would buy it from us using their ample remaining tools budget.