Earning a bit of capital by saying no
The other day an editor called me asking if our tooling client could answer a few questions about hydraulic tools for an upcoming story he was working on for his wind-focused publication. I told him we’d likely be interested in participating and that I would line up an interview for him.
After some discussion with our client we decided to take a pass on the opportunity as they’re not a big player in the hydraulic tool area, especially within the wind market. We decided we didn’t have a lot to offer to the editor on this particular topic, and wanted to give him enough time to pursue a different manufacturer that does have a deeper hydraulic offering. The editor thanked us for being upfront and honest with him.
I think it’s important to note here that we didn’t try to ram through products or our messaging in a story angle that wasn’t the best fit for both us and the publication. We didn’t waste his time and it allowed him plenty of time to follow through with a different source for the story. Hopefully our candor will help keep us in mind the next time he has a tooling story that we may be able to contribute – sometimes saying no is the right thing to do for both client and media.