This week I received an email from a reporter with the subject line "Interview – <client name>." I opened it and realized that she was responding to a pitch I had sent 9 months ago.

That's right – "nine" months ago.

I immediately responded to the reporter, set up the interview, and everything is peachy and set to run in their next issue.

Afterward, my client said to me "I'm so glad this happens, because I always get worried that the media doesn't like me, and then they respond and all my worries go way!"

She's not alone in this thinking. In fact, many entrepreneurs think if the media doesn't respond right away to cover your product, interview you as an expert, review your book, etc – it means that you're not worthy. This is simply not true.

Whoever said that 'public relations is a marathon, not a sprint' is a genius. There are hundreds of reasons that the media doesn't respond immediately including:

• They aren't working on a story that fits your company, product or service at this time
• They are just too darn busy
• They just covered a story very similar to yours
• They already have a go-to expert in a specific subject matter
• They want to see what you come up with next
• They love your product but it doesn't fit with the other products in a round-up

And the list goes on.

The important thing to remember is that if you want the media to tell your story, you have to be patient.

In the meantime, there are plenty of tools available to you to tell your own story without waiting for the media to be your spokesperson. Email newsletters, Facebook, Twitter, and connecting with influential bloggers are just a few strategies you can employ to build a buzz for your business and help you get noticed by the mainstream media.