Getting over the article that got away

A client’s conspicuous absence in a story is something that happens to the best of us. Learning how to cope will help you move forward.

Ragan Insider Premium Content
Ragan Insider Content

It happened: The perfect story for your client ran in one of your target publications, but your client wasn’t in it. You’ve been left out.

Despite all the networking you do, the relationships you maintain with industry reporters and your constant media outreach, you somehow managed to slip this reporter’s mind when she was drafting her piece.

Don’t beat yourself up. This can and does happen to the best of us: even the most successful PR pro doesn’t bat 1.000. No matter how good you are, at some point in your career you’ll lose an article that should have been yours. When it happens to you, you’ll go through the seven stages of grief. Here’s how to deal with each of them.

1. Shock

Finish reading the article and take a few deep breaths. Maybe walk a couple laps around the office to process the unfortunate fact that this reporter didn’t think to include your client. Give yourself a few moments to get over the shock before moving on.

2. Denial

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.