Insider Tips - 38

Inspired by a recent article written by another P.R. practitioner for one of the major Toronto-based dailies, we've compiled our own list of what to do when contacts won't return calls.

Unfortunately, the article, and therefore the name of its author, has been mislaid but believe me, there isn't a P.R. person in this town (or country or continent) that hasn't had to find unique ways to scramble for the attention of the media.

Helpful hints number 1 and 2 are commonplace and we presume you've tried them but there may be a few further down the list you might be considering.

When you can't get a return phone call after leaving countless voicemails, or you've been promised a return call by an official "screener" of calls, try:

1. E-mail;

2. Fax;

3. Ask for someone else in the department and if they actually answer, say you've been put through by mistake and ask to be transferred directly to the person you need. Internal call-forwarding often works to land you directly on the line with your intended target;

4. Use *67 to block your own phone ID from showing up on the target's call display;

5. Try calling well before nine in the morning, or well after five-thirty in the afternoon, when the above-noted official "screener" of calls may not be there to provide that function;

6. Some journalists / editors actually let their voicemail boxes fill up with calls and then leave them that way to prevent more messages from being left. If that's the case, you can always try someone else's voicemail in the same newsroom, late at night, who'll then try to forward it to the correct voicemail box in the morning. When they find they can't leave the message either, they'll either write it down and leave it on the target's desk and / or scream so loudly that the target will be forced to empty out his / her voicemail and start again;

7. Presuming the voicemail box isn't full and you want to make sure you move to the top of the return-call list, mark your message as "urgent". This doesn't work, of course, with an old-fashioned answering machine and certainly not with official "screeners" but with your basic Bell system, you can certainly do it. After you leave your message, press the pound (#) sign and you'll get a menu of choices (1. Are you satisfied with your message? 2. Do you want to listen to your message? 3. Would you like to erase and re-record your message?) Choose option 1 which then moves you to a menu of two choices: normal delivery or urgent delivery. Go for it. Make technology work for you!

8. Send a postcard, preferably one with a standard shot of beach, sand, palm trees and hotel. Write a quick note on the back - don't be insulting or crude; postcards go through far too many hands, all with eyes and mouths attached - that will get the target's attention in such a way they'll make themselves available for your next call. If what you write is really good, they may call you first;

9. Send a letter, and the press release, to their house or office by registered mail. At least you'll know somebody got it;

10. Go directly to their office, maybe to visit a more friendly contact, and then casually drop by the target's newsroom "neighbourhood" to see if they're around. Bring a prepared note with you, telling them the unexpected opportunity to perhaps see them was too good to pass up, and ask them out for lunch sometime soon. Leave your home phone number, rather than your business number, for a call-back;

If none of the above works, give up - for the time being.

Contact Davidson Communications for any help you may need in writing and releasing news or statements, and for appropriate follow-up.