Sometimes in PR, it’s the early bird that gets the hit and in this case, the Wall Street Journal. On Monday, a ProfNet query came into our office and we immediately flagged it as a possible fit for one of our clients. (ProfNet is a service that allows journalists to send out requests for sources or experts for stories that they are working on.) The request was for suggestions for the ‘Quick Fix’ column in WSJ and the writer was looking for story ideas related to ‘inexpensive solutions to common problems.’
Our client, Absolute Software, makes a product called Computrace LoJack for Laptops. The product is installed on a computer, and if it is lost or stolen, Absolute can locate the computer and works with local authorities to recover it. Walter (go Walter!) in our office sent the reporter information within an hour of her initial request and …… yesterday the story was published online and in print.
Although trying to to get a client in the WSJ can take months of work, in this case, we were prepared and ready to take advantage of an immediate opportunity – that’s more than luck. Being able to respond quickly and effectively can increase your chances of getting coverage in any publication – but if hundreds of PR folk could be responding to a request, its best to get your story at the top of the inbox.
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