Media PR tip: Give the diary obsession the boot...

One of the big differences between most journalists and the corporate world is the commitment to a work-life controlled by a diary. Of course, reporters make appointments and have schedules but when a story breaks, the diary tends to be the first thing thrown aside.

That's an important principle for anyone wanting to engage with the media.  If you insist on making them wait, or on scheduling a response in a day's time, the opportunity to comment and to influence the debate or to lift your profile is probably gone.  

So, if you are serious about media engagement – be prepared to give your diary the boot.