John Paul II was one of most dynamic historical figures of our time because he was not only a great Pope, but a humanitarian who was not afraid to take risks, especially in his campaign of peacefully defeating Communism that began in his native Poland. One of the resounding themes of his papacy was “Be Not Afraid” and that phrase can be applied within public relations. I am in no way comparing John Paul II to public relations.

When I first began my career in public relations 20 years ago and green out of college, I was always conditioned to accommodate the press at all costs no matter what. However, as I became more confident in my abilities and worked in all facets of public relations as an agency exec, in-house corporate communications manager, entrepreneur and freelance journalist, I realized that you should stick to your guns and not be afraid to stand up for your convictions. Recently, I had an issue with one of the top technology publications that responded to a pitch for one of my clients. The reporter was on deadline, needed immediate interviews with the client and a customer. We produced all as requested in a very timely fashion. However, the reporter was called out of town and turned over his notes to a colleague who had also responded to the pitch and she opted to shelve the story. Obviously, the client was upset and the time I invested seemed all for naught. But instead of settling, I contacted their editor and relayed the situation. Within a day or two, a glowing article appeared, and our client was the focal point of the piece. In other instances where I felt my client had a compelling story angle and my pitch went unanswered, I appealed to their colleagues to intercede.

In all my years in this business, I fully understand and respect the day-to-day activities of journalists and reporters, as well as the time-compressed environment they operate within. I have done my share of journalism and do not envy those who pursue the career and craft. Sometimes reporters don't intend to deny you access to them. They simply do not have the time, or perhaps the timing is just not right.

Regardless, the moral of this story is to have confidence in what you believe in and to be not afraid. If you do your research and can substantiate the reason to justify your persistence, you just may break through the noise and get your pitch heard.

I am the branch and you are the leaves.

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