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When you’re in PR, the unexpected can always happen. We’ve all been there. But, at Zer0 to 5ive, we’ve found that unexpected events can result in great opportunities – if you’re flexible.

Last June, we secured an interview for our client to discuss a first-of-its-kind product with an award-winning online media outlet known for its coverage of financial markets and economic and industry trends.

The interview couldn’t have gone better. Our client and the host had great rapport, and the clip was scheduled to post that evening — until we got an email from the interview host:

“We lost the interview.“

Losing a taped interview is a rare occasion. However, instead of lamenting our loss, we recognized the situation as an opportunity to strengthen our relationship with the host and our client.

Not only did the host offer to re-tape at our client’s convenience, but he also offered to wait until our client could share additional news.

To fast-forward six months later, our client was in New York City to ring the NASDAQ bell. We had interviews scheduled with two national outlets, only to find out hours before the tapings that both reporters came down with the flu. Not wanting to lose the opportunity for a face-to-face interview while our client was in NY, we immediately emailed our contact.

Our contact graciously scheduled an interview with the client, covering a number of noteworthy topics. Our client was happy, and the host expressed his interest in receiving future pitches from us.

So, how did we benefit at Zer0 to 5ive? We now have a great relationship with a nationally recognized outlet and the reporters there.

So next time you encounter the unexpected, don’t panic – look for the opportunity.

Post by Michael Levey
Zer0 to 5ive senior strategist
Twitter: @mikelevey
Image courtesy of iStockPhoto/alexsl