Pros know this scenario:
Some foolish client or C-suiter gets all fired up about the release of a new product , the announcement of Mr X as VP Southeastern sales or some Z-list celeb signing on as a spokesperson.
“We’re gonna get on the front page of the NY Times,” says the client/C-suiter.
Realizing that this announcement actually has all the news value of the chicken crossing the road, the Comms team is crestfallen. The gap between expectations and reality is one of the biggest bitches in this profession. Very little exists that can assuage it. Even the best excuses about why there was no coverage are often met with scorn when the whore of high expectations rears her hideous head.
Alas, fellow Flakian, do not despair for there is a white knight that can save the day!
Enter the slow news day.
The day where no crackpot dictator from a screwed up country with nuclear ambitions does something screwy. The day where no celebs are busted for controlled substances and DUI’s. The day where John Mayer keeps his pie hole shut. The day where the Toronto Maple Leafs lose again (cause winning WOULD be news in that case). The day when politicians act their age. The day where postal workers decide to postpone the irrestible urge to go loco because the mail never stops.
The slow news day – and we’ve all exploited them and basked in their monotonous glory – can make any pro look good.
A word to the wise: if you work near a Comms firm be on guard following a slow news day. The Flakians – blown away by their dumb luck in the battle to get Mr X, the new VP of Southeastern Sales, interviewed by a major TV network – will likely be celebrating their victory with plenty of booze/narcotics/tomfoolery/jackassery. It’s best to keep children out of these areas.