This week's Strategy of the Week comes from Barbara Ware, VP public relations for eMedicine, who advises PR pros to educate senior management about the media and the importance
of deadlines. "When 'Today' calls, there's a reason the show is called 'Today' and not 'Next Week,'" she says.
Make sure your company's execs are aware that when a major media opportunity (like a placement on "Today") arises, it won't wait for their schedule.
To contact Ware, call 301/625-9011 or email [email protected].
Editor's Note: Look for more from Ware in our special Media Relations issue coming up on March 25. To pitch stories, contact [email protected].