OK, we can't give away the recipe for Toll House Cookies, but I wish journalists would probe PR people for insights into the issues that impact our clients' industries and their customers.
After all, conflict over an issue is what reporters like to cover. From our client's perspective, a willingness to discuss the issues is a media door opener resulting on coverage that showcases the brand and its value.
Issues we've capitalized on to promote our clients include Dodd-Frank financial reform, climate change, the vanishing dream of home ownership and profiling. In every case, our clients' willingness to discuss these issues resulted in favorable coverage and won stakeholder support.
Here's a story The New York Times covered because I dug into a worrisome issue and got out the truth.
When I represented the International Carwash Association, a lot of customers were blaming professional carwash owners for spotting their cars. I made hundreds of dead-end calls until I finally got through to an EPA scientist willing to talk about a virtually secret study on acid rain damage to automobile finishes.
The scientist told me the acid-rain damage problem was not being resolved because the auto industry and paint manufacturers were at odds over reformulating the paint so it would resist spotting. When it rains, sulphuric acid washes out of the atmosphere and spots the finish. That's why new cars come wrapped in plastic. I put out the information on my interview with the scientist. The Times picked up the story, cleared up the matter and gave us a big boost by telling car owners that the best solution to acid rain is to, "wash it off."
Despite the cliché about PR people hiding the truth, this is a prime example of how encouraging open and vigorous debate over conflict within an industry benefited both the client's industry and its customers.
So reporters, please ask us, "What's the biggest issue within your industry right now -- what do people who make findelsnappers talk about and fret over when they are having a drink together at the annual findelsnapper manufacturers' convention?"
The answers might surprise you.
