You’ve heard me say, “Never screw up on a slow news day.” The flip side of that coin is, “Seize the slow news day.” During the 11 p.m. news on a Saturday, WDIV TV aired a story about funeral home owners who had misused money they’d received as pre-payment for funerals. I immediately dashed off a email to the Channel 4 news desk, offering my client, William Sullivan & Son Funeral Directors, to comment on the story. The station called me at 8 a.m. Sunday: Could they interview someone that morning? You bet!
Sullivan VP Michael Lope met the camera person at 9:45 a.m. then emailed the producer several points of advice for people thinking about pre-paying for their funeral. The 6 and 11 p.m. newscasts aired Mike’s comments and the bullet-point list, right underneath the company’s name.
A single breaking news story – traffic pile up, apartment fire, party store shooting – would have derailed us. We took a chance and it paid off.