Okay, got egg on your face? Has the media called you and you neglected to call them back same day? CBS Early Show called a client of mine and needed stories. Feet were dragged for one reason or another and wham, opportunity lost. If there’s one thing I’ve learned in 20 years of doing PR, it’s when producers and reporters call YOU MUST meet their need in a 24 – 72 hour time frame. Period. Especially if it’s major media. They work on breaking news time-lines and you know what? With social media growing, that 24 hr time frame will become “instant” soon and if you snooze, you lose. So hop to it and get yourself technology that enables you to respond within a timely fashion. Your media portfolio will thank you for it. Oh, and don’t worry about my client missing the Early Show. I’ll clean it up for them and you can bet, next time, I’ll make doubly sure they get back to producers next day … next time I’ll chirp louder and if that doesn’t work, I’ll call in a rooster to boot.