Go Ahead—Make the Big Ask
- jessie545
- 56 minutes ago
- 2 min read
The worst that happens is they say “no.”
“Can I meet with the governor while I’m in town?”
I was so excited by the question that I almost dropped my phone. A client was chatting with me about an upcoming media appearance and realized she would be just down the street from her state governor’s office. Resourcefully, she thought it might be a great time to meet with him to discuss the important issues she champions in her work. I couldn’t make any promises, but I was going to give it my best shot.
I like to call these requests “big asks.” They usually range from sounding unattainable to outrageous, and I love it when my clients think of them. Journalists and producers are constantly making big asks because they often add authority to the piece and make for great headlines. So why shouldn’t you? The biggest lesson I have learned from my time in news is to be unafraid of the big ask. Lack of fear, and lack of failure and rejection is what makes the seemingly impossible, possible.
Whether it’s a morning show interview, an op-ed, or something in between, landing a big ask will elevate your media appeal, making you a bigger name, a hotter topic, and even more appealing to reporters in future pitches.
A case in point
At the height of the pandemic, I partnered with a medical technology company. While working on an article about their COVID technology for a California publication, the client suggested, “Why don’t we, in our article, include a quote from OSHA?” OSHA, as in, a massive government-led organization responsible for workplace safety. It’s a big ask, but what do journalists do day in and day out? We ask for quotes from powerful and influential organizations and people. In the end, we secured a comment for the article, ultimately elevating the piece and our client’s authority in their field.
And when I called the statehouse to request a meeting with the governor for our other client, we weren’t fazed by the surprise, transfers, and being put on hold. As a former journalist, I’m not only desensitized to rejection but also hold a “drive on the sidewalks” mentality. We do what it takes to get the job done with mantras like: barriers are only hurdles to overcome, rules are meant to be broken, and the old ask forgiveness, not permission.
Dream big
Any PR team worth its salt will not balk at a big ask or automatically tell you no. They may not be able to make every single big ask a reality, but you should always feel comfortable pitching it to them. As for my client, I am proud to say that we secured her a meeting with the governor.
I understand that for many people, just putting themselves out there for publicity and having their story pitched can feel like a lot. But take these examples as a reminder to dream big and partner with a publicist who will dream big alongside you. Your big asks are not only welcome, but also empower you to share your story with the people who need to hear it the most.