“It’s a strange world you live in.” This quote came to me from a client recently, commenting on the hurry-up-and-wait (or is it wait-and-hurry-up?) nature of our business as it relates to dealing with the media. It struck me as interesting, as this was coming from a man who is the president of a firm involved daily in multi-million-dollar deals, complex transactions that require tremendous amounts of due-diligence and sticktuitiveness. OURS is a strange world, he says.
Everyone has tight deadlines and hectic schedules, I acknowledge. Why did ours warrant comment from this client?
It reinforces how our business is built upon relationships and timeliness. A deadline missed is an opportunity squandered, and perhaps a relationship compromised. Reporters have deadlines they can’t miss. As PR professionals, their deadlines are our deadlines.
We can’t say it often enough. The most successful media relations campaigns are those that are committed to meeting deadlines which in turn forge long-term relationships with media, built on trust and mutual confidence.