Something has been happening lately in my little world of public relations…it is not a new scenario, but it does seem to be getting increasingly worse. It’s a company’s failure to understand a deadline in the media world around them. The sad part is that so often a great opportunity slips by because of corporate layers of approval. Or, is it more about the lack of respect for an editorial deadline?
Yes, we practitioners have been known to wield a magic wand and get extensions on deadlines, but if you become a chronic deadline misser, you will soon be dismissed as a source. Even though you may have the best experts, the leading product in a category or are in the top five of your industry, you still can get passed over for such poor etiquette.
There is etiquette when working with the media, you say?
Absolutely there is etiquette. The daunting part is that you work very hard to build relationships with editors on behalf of your clients, and by missing deadlines chronically it not only puts a scar on their relationship, but yours as well.
Here are some ideas to keep you in good graces:
- Review editorial calendars each month, identify topics of interest and plan ahead for them.
- If you’re advertising in a key publication, work with the advertising rep to give you enough lead time on unexpected value adds.
- Talk with the editors and help them to understand your organization so they know when they should or should not approach you about an opportunity based on subject, but also on turn time.
- Be prepared. Have all your media kit elements ready to go at a moment’s notice. Better yet, keep them updated and on the press room of your website.
- Do not overwhelm the journalists, but do be thorough in the materials you send. This will make it easier for them to meet his or her deadline.
- If a reporter calls you and says it is urgent, call them back the same day. If there is some lead time, please call them the next day to understand what they are looking to cover.
- Don’t assume you know what the reporter wants.
If you follow a few of these items, you will even win approval with Miss Manners!
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