Navigating conflicting editorial preferences requires strategic communication and collaboration. One effective approach is to engage in open dialogue, highlighting shared goals between your client and the media outlet. For instance, the global fashion brand Stella McCartney successfully aligned with various media by emphasizing sustainability, a value both the brand and outlets prioritized. This not only secured favorable coverage but also reinforced their shared commitment to environmental responsibility (source: Vogue Business). By focusing on common values and leveraging data-driven insights, you can create a compelling narrative that resonates with both parties, fostering a successful partnership.

To align your client and the media outlet when facing conflicting editorial preferences: Understand Both Perspectives – Listen to the client’s message and the outlet’s editorial style. Find Common Ground – Identify areas where both interests overlap. Propose Compromises – Suggest minor adjustments to fit the outlet's tone without losing the client’s core message. Highlight Value to the Outlet – Show how the client’s story benefits their audience. Offer Multiple Angles – Present alternative story ideas that align better with the outlet’s focus. Communicate Transparently – Keep both sides informed about any changes or adjustments.

Here are some strategies to balance both sides: 1. Understand the Media Outlet’s Style and Priorities Research the outlet's editorial tone and audience to understand what resonates with them. Identify the outlet’s preferred angles (e.g., human-interest stories, hard news, or data-driven insights). Connect with journalists or editors to get insights into current content gaps or trending topics. 2. Frame the Client’s Message to Fit the Media’s Lens Translate your client’s key messages into newsworthy or value-driven content. Use data, case studies, or thought leadership to align with the media’s editorial focus. Highlight how your client’s story relates to current events or public interests that the media outlet is covering.

It depends on the outlet and their staff, but to a certain degree, you do have to play in THEIR world. If your client is not prepared to do that, then that outlet may not be a fit. Now - that doesn't mean that, as a PR person, you can't gently nudge, request, or suggest certain angles and preferences... But you have to recognize that in news environments, its the outlet that has control over editorial direction.