Years ago, I worked with an author who had a wonderful message. She was smart, thoughtful, credentialed, and full of heart.
The kind of person who truly had something meaningful to contribute to public conversations.
And we were getting interest.
An interview here, a feature there, a quote here, a request for tips there.
Many were a chance to weigh in on a timely topic. The kinds of openings that build visibility brick by brick.
But there was just one problem.
She often took days to respond.
Sometimes almost a week.
And as I look at how media is moving and changing, the truth is that while some lead time is growing, other opportunities are shortening dramatically. There is no question about it.
At first, I understood her situation. Life is busy. Authors are often juggling work, family, book promotion, travel, deadlines, and the emotional vulnerability of being visible. I have deep compassion for all of that.
But media opportunities are not like library books.
You can’t always renew them.
When a journalist, editor, producer, or content contact is looking for a source, they’re usually working under pressure. They may need a quote by the end of the day. They may need three quick tips by morning. They may need to know whether you’re available for an interview before they move on to the next person.
And when they don’t hear back, they move on. This is just how it is.
They have to.
So we lost opportunities.
And remember, this was not because she wasn’t qualified. It was not because her message wasn’t worthy. It was not because the pitch was weak.
We lost them because the window closed before she answered.
And honestly, it was hard on both of us.
It was hard on her because she felt disappointed and frustrated. She wanted the visibility, the placements, the validation, and the momentum.
And it was hard on me because I could see the openings. I could feel the possibility. I was holding doors open as long as I could, but at some point, even the best opportunity can’t wait forever. I also don’t want to disappoint media contacts who are depending on me to bring them responsive, reliable sources.
This is one of the quieter truths about publicity. Sometimes the thing that blocks visibility is not lack of talent. It’s lack of readiness.
Speed Is Part of the Strategy
Now, I’m not talking about being frantic, and I’m certainly not talking about dropping everything every time an email comes in.
And I am definitely not talking about saying yes to opportunities that aren’t a good fit.
But I am talking about being prepared enough to respond quickly when something aligned appears.
Many of my media contacts are looking for expert sources, short comments, useful tips, timely insights, and clear perspectives. They often need them quickly. Even when there’s a stated deadline, the fastest strong responses may get considered first. And yes, this happens more often than authors realize.
Media Darling Moment: Keep your publicity materials close and current.
Have your short bio ready. Know your key talking points. Keep a few timely examples nearby. Make sure your headshot, book cover, links, and expert topics are easy to find.
You don’t want to create everything from scratch when the opportunity arrives.
You want to be ready enough to say, “Yes, here’s what I can offer.”
That’s not pressure. That’s preparation and it makes everything so much easier.
Bottom Line
Publicity often rewards the author who is not only qualified, but ready.
Your expertise, your message, and your book are all important. But when the story is moving quickly, readiness may be what gets you through the door.
To your success!
Joanne
P.S. Sometimes visibility comes down to being ready right here, right now.
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