By Alan Graner
I’d written a press release about one of our clients, and the due date was the next day. I needed a quick phone interview with the company’s president and his final approval of the text.
I had an appointment to call at 10 a.m., but it was pushed back to 1:30. When I called he was in a meeting, and could I call back after 4:00?
By 6:00 I was a nervous wreck because the deadline was looming, and the president still wasn’t available. Finally, at 7:30, he called me, apologized for all the delays, gave me the quote and approved the release.
I remember a poster that hung in an old boss’s office that read: “Just because I delayed the project doesn’t mean the deadline has changed.”
And the point is?
Simply this. What’s Number One on your priority list may be #14 on the client’s list.
You’re focused on one thing—in this case a press release—while an executive is focusing on a half-dozen issues at once. Compared with an assembly line stoppage or getting a capital loan or revising the annual budget or thwarting a foreign competitor or devising a new distribution system or handling the fallout from a security breach, a press release is pretty small potatoes.
That’s business reality.
You have two choices: Accept it. Or get an ulcer.
How do you handle these situations?
About the author
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.