Open letter to PR practitioners

Make your client available. That’s it.

That’s all I want.

If you’re after more media coverage, if you want your release to make it past the recycling bin, if you actually want your message to get out there in the world – returning a phone call is the single most important thing you can do.

I’m not an expert. I have limited experience as a journalist. But so far in my travels the single biggest determining factor of whether a story gets a run or gets turned into a paper airplane is the availability of the source.

Don’t worry about a fancy letterhead or a panoply of written quotes. Please just return our calls.

Same goes for politicians and community groups. Staffers and journalists can do only so much without a callback. Help us help you.

If you’re reading this and you’re one of the ten people I’m currently waiting on, do us both a favour and, please, check your messages.

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