One of the most enduring myths about the advocacy work you see on this site is that it’s easy.
It goes something like this:
- In 2006, a leading syndicate picked up my Q&A column. Overnight, the feature appeared in hundreds of newspapers and the cases started rolling in. I never had to lift a finger.
- I have a system where I simply forward the worthiest cases to a media relations contact at a company. Et voilà! Problem solved.
- The advice I offer along with my advocacy is either common sense or flat-out incorrect. How dare I call myself an expert?
Who’s saying this?
Normally, the criticism oozes out of a small group of loyalty program fanblogs whose owners are offended that I occasionally write about their millions of dollars in ill-gotten commission checks from credit card affiliate programs. You know, where they tell you how awesome a points-earning credit card is and then their disciples mindlessly sign up for the plastic en masse, delivering a huge paycheck. But sometimes the myths are perpetuated by a well-meaning colleague.
I have a policy of not engaging the credit card shills, but I care about my valued co-workers. I want them to know the truth.
The big easy?
First, this is not easy. A decade ago, my column wasn’t just “picked up” by a syndicator. It had been in self-syndication for years, starting with the Miami Herald and the New Orleans Times-Picayune back in ‘02. These were hard-fought sales, made on the basis of personal relationships.
When your column goes into syndication, you immediately surrender half of your meager income to the syndicator, but with the promise that the sales team will be able to land you in more outlets. It took five years to go from 10 publications to 50. And although the sales team helped, nothing was automatic. I still flagged prospects and closed deals.
Subscribing newspapers don’t run a column like the Travel Troubleshooter every week, and when they do, they sometimes omit the tagline with my contact information. So the cases didn’t just start rolling in. They trickled in.
If you’re a regular reader of this site, then you can only imagine the quality of the incoming cases. We had a lot of consumers with unrealistic, pre-deregulation expectations, and I found myself in the awkward position of having to tell them “no.” About 10 percent of cases were legitimate, and less than 1 percent resulted in a resolution and an accompanying column.
Pretty easy, huh?
Flashing the media card
But surely, getting a quick resolution is a piece of cake. Right? Not really.
When I began advocating for customers back in ‘99, I knocked on a lot of doors — from customer-service agents to company presidents — to get resolutions for readers. After several cases, a company representative would often contact me and say, “Hey, Chris, could you send these to this person at our company from now on?” Sometimes, that person would be in PR, but not always. For example, my insider at a well-known retailer is an administrative assistant for the customer-service VP.