So you want your PR person to get you in the news yesterday? Even with breaking news you have to keep trying. Too many times companies and individuals think the first pitch wins.
The first pitch doesn't win, unless you're Oprah's publicist and you're breaking news is that she's finally getting married to Stedman.
With anything else, expect that it will take a while. Kevin Dugan of The Bad Pitch Blog, says it takes up to six months to get a good placement.
"Sending a breaking news release to the media and expecting to go from being a complete stranger to being a trusted source with one email or phone call is ridiculous. You’ll usually make multiple attempts to contact your reporter and pitch the story," excerpt from Dugan's blog post.
So be patient, Rome wasn't built in a day (as my mom used to say.)