Mar 18, 2010
I was sitting here wondering when a marketing person was going answer my email (from two days ago) when it occurred to me that traditionalists will have to add a sense of urgency to their worklife in order to survive. I came out of sales where response to request timing was everything. But when I started working with other publicists and marketing folks I realized that isn’t always the norm. Okay I understand when you’re working with books that get released 6-8 months after you’ve sent the galleys out for review. Or when you’re developing brand images with focus groups, etc. All those things move at a snail’s pace (at least to me).
A sense of urgency in response can no longer be reserved to the daily print reporters and local TV folks, or for breaking news. Folks, we’re living in an extemporaneous, real-time conversation world now. Getting back to someone three days later -or never- isn’t gonna cut it. I work with quite a few partners in what I do, whether it’s web design, marketing, writers, etc. Guess what – the blogger that answers my email or tweet the same day I send it is going to get my business. The one that answers me within an hour – they will always move to the top of the heap. And I think my clients feel the same way, and have felt that way long before the social media “engagement” craze started.
Look, I’m not asking you sew a Blackberry into your bra. But the days of taking days to answer messages are over. And the traditionalist publicists and marketing folks better learn that or they might end up like poor Goose.