Fortunately, it doesn't happen that often. Some accounts sell themselves to the media. Other accounts won't sell no matter what you say or do. After an hour, everyone is back where the hour started. No progress, no story, nowhere.
Frustration fills voices and the room.
We are going through this anxiety now with an account. We have contacted dozens of media. We have generated one angle after another. Nothing, no soap, nada. It is tempting to give up, but that is the wrong thing to do.