Recently, while researching a feature on the growing trend for ‘social wellness’, it suddenly occurred to me that I knew the lovely PR manager at a members’ club I had planned to feature in passing. We first met almost a decade ago, when he was working at a luxury travel and lifestyle agency, and throughout the years he had frequently checked in. His kindness emanated through, even when my writing briefs didn’t quite align with the brands he was working with, and his professionalism remained unwavering – even when a Marbella press trip he took me on subsequently got spiked by my commissioning publication. Therefore, with the editorial stars finally aligning last week, I dropped him a WhatsApp enquiring for more details, building on our genuine rapport. His client is now much more central to my piece.

Neither journalists nor PRs should underestimate the power of a long-lead, slow-burn connection. While we may co-exist in a media landscape prizing instant wins, this felt indicative of how sometimes patience can ultimately reap the most satisfying rewards – like a summer that takes until September to show off its sunny disposition. And, as I’m learning from my ‘social wellness’ piece, the most fruitful networks can take time to plant and nurture. So, as you lean into the back-to-school vibes – metaphorically sharpening your pencils and smoothing your notebooks, ready to give the calendar year’s Q4 a final burst of energy – perhaps re-engaging with contacts lost into the inbox ether could be a smart way to problem solve when it comes to elusive coverage. As Oasis have proven, it’s never too late to begin working together again.

Lauren Clark is a guest RoxStar this week. To hear more from Lauren, do check out her health and wellness focused newsletter.