Timing is everything. We hear this every day and it pretty much applies to every facet of life. The same can be said for luck – lucky in love, lucky at work, etc.

Timing and luck can also be perceived as key factors in building visibility with the media.  While I certainly subscribe to the notions of luck and timing, I also know that expertise, coupled with some finesse and cleverness, can also result in positive outcomes.

In our business, timing and luck are often married to each other – especially when it comes to working with the media. If you think you have a compelling story angle or perspective and you catch the right reporter, in the right mood, and with open ears, you might wind up with an interview and ultimately an article. However, without the creativity that is born from a little finesse and cleverness, the odds of grabbing a reporter’s attention might be slim.

These days, reporters are more overwhelmed than ever as newsrooms grow smaller while social media continues to explode. Most reporters sift through hundreds, if not thousands, of emails per week – and that is just the ones with captivating subject lines.  How you say something is just as important as what you say. Combine this with some luck and the right timing and you may have found a formula for media relations success.