Do You Take Deadlines Seriously?

It's surprising how many people in the business world don't. But in PR, the deadline is king.

It doesn't matter how great your news is or how well-written your press release is. When you are pursuing editorial coverage, you must respect the deadlines of the media.

Every once in while, if your relationships with the media are strong, and you can't move the material through internal hurdles fast enough to have it approved for release in time to meet a deadline, you can work your long-standing relationships and sometimes pull a rabbit out of the hat.

But each time you spend those kinds of chips, you are changing your relationship with the media ever so slightly.

In proactive PR, the media gives a lot of ink to those who can reliably provide the info they need by their deadline.
So take them seriously and respect deadlines that are set by the media. That will help you build relationships that imply we're all in this together and are doing our best to get this news out.

That builds the best kind of capital with the media – relationship capital.

And you can't do proactive PR without that.