There can be lots of layers between the PR department and the office of the Chief Executive. Especially during interim and transition periods when a new CEO is hired.

Meantime, strategic media and PR campaigns need to be kicked off and messages need to be finalized. PR veterans can sometimes grow inpatient to receive the necessary approvals before contacting key editors.

My advice, based on experience, is do not succumb to this method. No media placement, I repeat no media placement, is worth getting the corporate messages/data point wrong. Since we do not wear the CEO “shoes”, it is impossible for us to understand their world and the dangers of making public what is sometimes referred to as “Not fully cooked messages.”

Take the time to vet the messaging with the CEO, even if it means missing a high profile opportunity.