Public Relations, like life, is all about timing. The other day I was pulling my hair out, pitching and trying to secure media coverage for clients when my phone rang from a number I didn’t identify. I have this weird, immediate skepticism about numbers I don’t know combined with this uncontrollable urge to pick-up. I imagine it’s what a fish feels like when they see a lure in the water — I know that’s a lure but I can’t help eating it!
Thankfully this was a good call – a reporter looking for a medical expert reference that would be perfect for one our clients, Dr. Phil (No, not that Dr. Phil). The problem is their deadline was yesterday. In fact, I was receiving this call because their first choice wasn’t getting back to them. I’ve no problem being second choice or being called at the last moment. (more…)