It’s 10:52am and a TV producer is asking if one of our clients is available for a shoot. But when?
“Before 12:30”
“Today or tomorrow?” I ask.
“Today” is her one-word answer.
I have essentially one hour to contact our client, confirm he is free, ensure he can meet at the producer’s requested location and check if the location will let a TV camera inside.
This is the Bermuda Triangle where many businesses and PR pros get lost. When I reported on air, I often called a business or public relations representative and explained the station wants to shoot today, within an hour or two, a previously discussed pitch. The business often couldn’t fulfill such a request. PR pros couldn’t quickly connect with their clients. They lost opportunities. They asked if the station could shoot the story the following day. The following day, the station typically moved onto the latest, greatest idea.
Journalists have a need for speed. Businesses who are serious about obtaining media coverage must expect the unexpected and be ridiculously flexible. Public relations firms must explain this to their clients ahead of time. Journalists don’t often care about your schedule and the game of musical chairs you must play to meet their requests.
In my case, I reached the client, I got him to the requested location and the location welcomed the TV camera. Maybe I enjoyed some luck. But I also prepared our client for moments such as this. He understood. You can’t be picky. So get ready for a quicky.