I've never really been an overtly superstitious person. I step on cracks in the sidewalk with aplomb. I'll take a shortcut under a ladder without thinking twice. The only horseshoes I've touched were ones I was throwing. I'd rather pet a rabbit's foot that's attached to a live rabbit than carry one on a keychain. But public relations has caused me to re-think apprehensions on more than one occasion.
After an incident outside of my, my client, or a reporter's control took place late last week, I was harshly reminded of the karmic retribution I sometimes believe happens when counting my chickens before they hatch.
Working in public relations, simply securing an interview is an exciting experience. But at the end of the day, that's just scheduling. A story is never set until it appears, and a client is not quoted until they're quoted.
As good as your expert source may be, there are too many variables outside of your control as a publicist.
- Schedules/timing for either your client or the reporter may not align
- Someone's phone/email might go down minutes before the interview
- Your client could have a business matter arise that supersedes their need for publicity
- They could have a business conflict because their colleagues work with the subject of who or what is being discussed
- Your client may give the same type of commentary that another interviewee or one with a catchier title gave, and lose out by default
- The editors may cut your client quotes out of the final piece
- 20 other things I'm forgetting...
For all these reasons, that's why it's critical to always be professional and respectful to your contacts, and to prep your clients not just on the topic they're going to be discussing, but on the process as well. Educating your client on what goes into securing the media hits they value so much can be just as important as landing them.
So what was my transgression against fate? I got over-confident about an interview for a large news outlet that I set up that would have been a fantastic match for both the reporter and my client. All the pieces were falling into place, based upon months of preparation aligning with lucky timing, and I was feeling cocky and getting my client excited (as well as prepared).
As the lyrics go, "when you believe in things that you don't understand, then you suffer"...Now about that horseshoe.