Are You Making This Fatal Mistake After a Story About Your Client is Published?

Hallmark Christmas movie plots all seem to follow a particular criteria. Big city girl who works too much ends up in a small town, meets the small town’s most eligible bachelor who is impossibly too handsome to be single, is encouraged by the bachelor to prioritize family and friends over work, and they decide to spend happily ever after together after meeting mere days before.

They’re always drinking hot cocoa or cider — never wine, beer, or a festive cocktail. And they never, ever kiss until the final scene. After at least two or three near-kisses, each of which is interrupted at the moment before their faces meet by an ill-timed work phone call, that actual kiss better be a good one.

I recently watched Hallmark’s “Flipping for Christmas,” and it was cute enough, with a not-terrible premise (I mean, how many new creative story lines can these writers come up with?). But the two hours I spent watching it felt wasted with the lackluster ending.

The final-scene inevitable kiss between Abigail and Bo was the most apathetic thing I’ve ever seen, rendering the whole movie pointless. I mean, we’re talking the most fake, awkward kiss, with her lips touching his teeth before quickly parting. So cringey!

What does a Hallmark Christmas movie kiss have to do with PR?

Let me tell you.

When PR is working with a writer, they can get every thing right along the way:

• A creative-enough story line about a client that sparks interest

• A news hook to make it relevant

• A nice conversation with the writer to develop it into something that results in a confirmed assignment from an editor

• A pleasant collaboration experience with PR working to secure all the assets and interviews the writer needs

• A lovely published story that pleases the PR’s clilent

Where the PR goes wrong — drops the ball on the metaphorical magic moment at the end — is by skipping a proper thank you.

Why Forgetting a Thank You Is a Misstep

As a former freelance writer who’s worked with hundreds of PR over the years producing stories for national print and digital outlets, it’s a huge disappointment when a story that’s been in the works for months ends with a short “thanks” or no response from PR.

I’m a firm believer that PR and freelance writers need each other, and that we all work better together. If a writer has accepted your pitch, spent time working on a story to highlight your client, and produced a beautiful story that you’d gladly post to LinkedIn and Instagram, don’t forget to say a proper thank you to the person who helped to make it all happen.

Forgetting to send a thank you can make a writer feel unappreciated or, worst, case scenario, like their hand in producing the story was not important to you. It might even lead them to think that the time they spent on it was wasted, much like “Flipping for Christmas.”

How to Write an Easy Thank You to a Freelance Writer

Writing a thank you doesn’t have to be difficult. Here’s a nice explainer on the elements every thank-you note should have. Don’t forget to end with a comment about looking ahead, such as, “I look forward to working together again soon!” or, “I’m excited to collaborate with you on the next piece when you’re ready! Story ideas coming your way shortly.”

Sending a thank you via snail mail is sure to make a positive impression and stand out in a writer’s mind. Gratitude goes a long way in building relationships. However, even a thoughtfully crafted email thank you is a nice touch that will set you apart.

One key point: Avoid sending another pitch in the same email as a thank you.

Remember the Hallmark Christmas movie ending let down and don’t let that scene play out in your exchanges with writers.

Tell us: How have you expressed your gratitude to writers? (And, what’s your favorite Hallmark Christmas movie?)