Public relations successes don't happen overnight

Anyone who has ever worked in public relations knows it’s a career with many peaks and valleys. One day you are getting a client the media interview of their dreams; the next day they are blaming you for everything that is wrong with their business (or lack thereof).
 
It’s the peaks that get us through the rough times, but sometimes getting to the top is almost as tough as climbing Mt. Everest. Obtaining that much-sought-after interview rarely comes in the form of one-call-does-it-all.
 
Case in point, I had been pitching a reporter for months, every time my client put out a press release I would send our latest and greatest news to him. If I didn’t get the silent treatment, I got a “thanks but no thanks” or “I’m too swamped, maybe next time.” I was always pleasant and thanked him for his time. I did not tell him why he needed to write the story, nor did I demand to speak with his editor. (Believe me, there are some PR people who will do this. When I was a journalist I was on the receiving end of these kinds of folks).
 
I paid attention to his social media posts, commented when appropriate, read his stories and got to know him. Then one day we had more news to report. I pitched an angle I thought would fit and … got the snub again! Then something miraculous happened (cue the harps). He was working on another story that my client fit into and he asked us for an interview.

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