Brad Marley

This is part five of a never-ending series on how to win at public relations. Check out the rest of the posts here.

If you’re like me, the blinking red light on your desk phone that indicates a waiting voicemail is akin to the person who left the message sitting next to you in your cube, poking you in the arm while you’re trying to work, bugging you to call them back, their imaginary nudging timed to the blinking.

Hey. Hey. Hey. Pick up the phone. Pick up the phone. Pick up the phone. Call me back. Call me back. Call me…

STOP.

Now, imagine this scenario from the perspective of a reporter on a deadline (which is, well, all the time.) 

That light probably hasn’t stopped blinking since they started writing for the newspaper. With their insanely busy professional lives, they don’t have time to see who called. I bet those messages get erased in one fell swoop, never to be listened to.

And that includes the pitch you just left on their voicemail.

So, now you’re in a pinch.

That voicemail had all of the details, including the number where you can be reached. But now, you’re forced to wait for a response.

Do you call back and risk the reporter berating you for bugging them?

Or, do you stay patient, hoping for a call back?

Such is the life of a public relations professional.

Here’s my tip for avoiding this scenario: don’t leave messages.*

Yeah, you’re going to run into the occasional journalist with caller ID who answers the phone with an impatient “What!?” because they recognize your number, but at least you’re going to get an opportunity — albeit, three seconds’ worth — to share your pitch, which is more than I can say for your sad voicemail.

At the end of the day**, those three seconds in front of your target reporter are like gold. Your ability to successfully pique their interest is where you earn your keep, not the 30 seconds you spent leaving the perfect message that will likely be erased.

Of course, you saw an asterisk up there, didn’t you?  There are two situations where I approve (as if you are seeking my approval) leaving a message, and that occurs when you are engaged in ongoing conversation with the reporter, or have an established relationship. In my humble opinion, if you think the reporter is awaiting your call, or you engage regularly, a voicemail is not the worst idea ever.

Otherwise, I suggest you leave messages with the frequency of Haley’s Comet visits.

(Oh, the double asterisk? I just wanted to apologize for using the often-used buzzphrase “at the end of the day.” I’ll try not to let it happen again.)