Knowing When to Wait
In public relations, we are nothing if not in constant motion, especially when it comes to media relations. Non-stop story pitching, securing interviews, developing campaigns and finding new opportunities to keep clients in the news are all part of the job.
But sometimes, the smartest PR professionals know when to hit pause.
Today – really, the next 48 hours – is the perfect example. Especially here in Arizona.
It is Election Day. However, it is not just any Election Day.
As KTAR so succinctly put it in recent days, Arizona could see a major political shift on Election Day, with voters deciding whether Republicans maintain control of the state Legislature or Democrats gain control of one or both chambers – a first since the 1960s. With the governor’s office and congressional seats also on the ballot, the results could dramatically change who holds power in Arizona and help determine which party controls Congress in Washington.
So, what does that have to do with our industry?
Everything.
Newsrooms across the country are shifting their attention to election coverage.
For PR professionals representing clients outside the political arena, this is not necessarily the week to push a new product, announce an executive appointment or pitch a feel-good feature. Even the strongest story can get lost when reporters are focused elsewhere.
That does not mean the work stops. Quite the opposite.
Election week presents an opportunity to tackle the important work that often takes a back seat to daily deadlines. Administrative projects, media list updates, campaign evaluations, strategic planning sessions and brainstorming for the months ahead can all benefit from a little breathing room.
For those representing clients involved in politics, public policy or industries affected by election outcomes, the priorities are different. Issues management, scenario planning, message development and preparation for potential media inquiries should take center stage.
One major job we have this week – not only knowing how to wait but explaining it to others.
In other words: managing client expectations.
Explaining why a pitch might be better received next week, or why a major announcement deserves a different launch date, demonstrates strategic thinking rather than a lack of activity.
After all, successful public relations is not measured solely by the number of pitches sent or stories secured in a given week. It is about knowing the news cycle, respecting journalists’ priorities and recognizing when timing can make or break an opportunity.
Sometimes, knowing when not to pitch is just as valuable as knowing how to pitch.
