A Florida-based PR pro recently wrote in about a situation almost every media relations professional has faced at some point in her or his career:
I was introduced to a journalist of a national magazine. My colleague and I sat down with the media person and pitched him what our organization does. He loved our cause and said he would publish a story in his national and local magazine after he visits our events. He couldn’t get enough of the work we do which is a non-profit providing free music training to kids.
I have invited him via email to all of our events and have called him twice. He hasn’t shown up to our events and responds with ‘I’m working on the next issue’ via phone.
I continue to send press releases to his attention. I hear nothing but crickets. I want to give him one more call. But at this point, what can I say? What is appropriate to say to a journalist who’s kind of giving me the run-around?
I empathize with this dilemma. In 2002, I traveled to Guyana with a reporter from the Associated Press who was interested in writing about the work being done by the organization I worked for. I planned a trip that had us crisscrossing the country and taking a ferry into Brazil, organized a series of meetings, and spent three full (and pleasant) days with her.