Reporters Actually Do File Stuff: Why Patience in PR Pays Off
December 14, 2009 by Doreen
As PR professionals, we often equate media success with what stories we’re able to generate quickly. When a reporter tells us, “I’m working on something else, but this is interesting, so I’ll keep it on file” – that’s like saying, “It’s not you, it’s me.” We write it off as rejection.
Through the years, I’ve found that the “I’m going to file this” does pay off sometimes … it just takes awhile. Case in point: Two years ago, in December 2007, I sent a media resource bulletin about legal ramifications that companies should consider when planning holiday parties. I got the “we’ll keep this on file” response. Recently, the information was printed – you guessed – two years later. It’s still timely and factual, so it was used.
On another occasion, I pitched a story idea to a reporter who said she might use it that summer. My nerdy PR radar went off, and I sent myself an e-mail reminder to follow up with the reporter six months later. Sure enough, it worked.
It goes to show that PR and patience go hand-in-hand.
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