But reporters often have no idea how difficult it can be to be in PR… how many clients want their company names on the front page, how many of them believe that if they buy ads it automatically qualifies them for a feature story, and how many believe that if their PR people write a decent story, it will be published word-for-word in a newspaper. “PR is easy,” they say. “Just pick up the phone and call a reporter.”

Imagine that! Reporters are standing by, just waiting for our story!

So yes, I hope the editors and media people will have a little patience. When we call to follow up on a press release, it’s primarily because our bosses or clients are breathing down our necks. Believe me, “call-downs” are not our most favorite thing to do.

Granted, there are lousy PR people out there… the ones who don’t think of it as a real profession. But I had my life brightened considerably a few weeks ago. A friend who had been a newspaper city editor for many years changed careers and went into PR. He lasted only a few months. He said he never realized how hard it was to get those stories placed.