I don’t want these all to sound like pet peeves, but … sometimes it can’t be helped.

We got a great news release today from a local agency. We wanted to go talk to them about it.

No one was available.

Really? On the very day the release was sent?

Here’s a strong suggestion: DON’T DO THAT.

It’s unfair to your recipients and very likely will blow the chances at a follow-up, which you want so much.

Now granted, I’m in a TV newsroom, and not everyone who wants to put out a news release wants to go on camera that very day. But someone should be available to do so.

Or WAIT TO PUT IT OUT until someone IS available.

That makes sense, right? I mean, you don’t invite everyone in the neighborhood to your house, then lock the door – or be gone?

If you have to send a release when no one is available, put in the release who to contact and when they will be available.

You’ll go a very long way toward fostering a better relationship with the media you are courting.