“I know, let’s write a blog!” It always seems like a good idea. The client likes it because it massages their ego and allows them to dream of accolades. Not for them, irate commentators who will pick faults with their innovative solutions to the world’s problems. Not for them, deathly silence as their small leap of faith leads to oblivion. No, at this stage the client sees potential that will no doubt lead to riches and glory – just a few more Twitter followers then discovery by an agent and finally a book deal.
PRs like the idea because it gives them control and security. They can help steer and create the content, plus they already have something ready-made to pitch, which increases the likelihood of placement. Someone, somewhere, will surely want a preprepared blog that’s free, even if it does have to promote something.
And then the fear sets in. The client starts to worry about their ability as a writer, which they articulate as lack of time in their busy schedule, or sensitivity about messaging. The PR worries about the client’s ability to say something interesting, which they articulate as “crowded media space” and the need to “stimulate debate”. It is agreed that the PR will write the blog, based on a conversation with the author. Several people are identified as needing to edit and approve the final draft and the process of creating an opinion by committee begins.
First comes the research, which means feverish Googling on the author and the subject, often delegated to a junior helping hand, who will sneak in a few searches on Kim Kardashian and Facebook stalking their latest conquest. A day later, a document appears with snippets of quotes and lots of links, which is then decoded by the PR who will eventually have to write the piece.
Then comes a conversation with the client, during which their family life, hopes, dreams and upcoming holiday will be discussed, eventually leading to a tangential attempt to identify an opinion related to their campaign that can be made into a blog.
The first draft involves several hours of writer’s block, 30 minutes of making tea, 15 minutes of writing and another 15 minutes of crafting the perfect end credit. The PR sits back, happy at a job well done and starts dreaming of awards.
The feedback process is lengthy and tedious, usually resulting in a complete rewrite by at least two different people. Following days of avoidance and chasing, the client eventually responds to the first draft with apologies for delay and an attachment that contains the same blog that the PR has written, but 2,000 words longer.
The marketing manager removes anything that could be construed as dangerous opinion and replaces it with copy from the website. The in-house press officer will ensure that their rigorous literary standards are met by adding an exclamation point to every third sentence, putting apostrophes in all the wrong places and introducing the words “unique” and “legendary” into the title. The blog is now 12 pages long featuring all the colours of the rainbow; half blog, half tracked-changes.
The PR then decodes the feedback, condenses the copy to under 1,000 words and produces the second draft, which undergoes more feedback. Rinse and repeat two or three more times, until everyone gets bored and a final draft is approved. It is then pitched by the PR with timidity to the plan A publication, rejected, shortened on the sly, and then re-pitched to the plan B publication with a carefully drafted pitch. The blog is placed, with plan B publication’s reach used to demonstrate success, even if it generates no debate and the number of increased Twitter followers can be counted on one hand.
Of course, there is a different way. Some clients are already talented authors, who have well-developed ideas they are confident in expressing. These clients are already respected in their field and their blog idea will be carefully thought-out and relevant to the readers, which makes the ghostwriting PR’s job more that of an editor or advisor. And that’s how it should be. PRs shouldn’t jump to the idea of writing a blog, because it gives them a few more days’ of billable time and because it feels safe. They should only encourage a client to blog if he or she has something worth saying and can say it well. They can then focus on the pitch and finding the right publication that will already be seeking their client’s opinion.
More like this:
Treat us with respect: how to become your PR agency’s favourite client
The dreaded media sell-in: let’s ditch this soul-destroying process
Lowly servant? The PR’s position in handling celebrities
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