The other day I received an early morning phone call from a fellow by the name of James Williams. He called from Sky News’ studios in London to see whether I’d be interested in being the on-air expert commentator for Britain’s upcoming high-stakes debates between the candidates and the incumbent for the election of the next Prime Minister of the UK.

Of course I’d be interested! I had the privilege of doing live commentary from Sky News’ London headquarters on ”Super Tuesday” in 2008, when the outcome of the U.S. election was anything but a slam dunk for Barack Obama, and Hillary Clinton and John McCain looked just as likely to gain the edge over their opponents come November’s election night. 

The upcoming elections in Britain–while not of the same historical magnitude as Barack Obama’s meteoric rise and election in the U.S.–would still be a nice gig, particularly since live U.S. style debates between the candidates make their debut for the first time ever in the UK election process. Spectacle-wise it will match the U.S. elections, no doubt. Watching the polished media-savvy super-politician David Cameron square off against the introverted, shy and somewhat shleprock-natured Gordon Brown will remind some viewers of the bullfights in Spain, with Matador Cameron all glamour, style and slicing rhetoric that will have his opponent seeing red, and Brown, well, we all know how the bull usually ends up. (If you’ve never tuned into C-span when it’s questioning hour and Britain’s MPs lay into the ruling party’s cabinet with questions and fervor that would make U.S politicos’ blood freeze, have a look and you’ll know what I mean. Debates really are debates in British politics, and deep knowledge, anticipation and Q & A readiness can mean the difference between a bloodbath and a victory lap in the public eye.)

But back to the point of this post. Yes, I would have been very interested to critique Cameron’s, Gordon’s and the other fellow’s communication and rhetorical battle of wits for Sky News, live, from London. But, alas, I slept right through the call. Mr. Williams friendly inquiry from London registered on my voicemail at 4 AM with my phone gently vibrating an arm’s length from my head, I’m sure. When I called back to happily accept the assignment an hour or so later, James regretfully and politely informed me that they had filled the slot and assured me that I’ll have first dips again next time.

So why a taste of my own medicine? Because, as I say in my new book, Executive Presence: The Art of Commanding Respect Like a CEO, when the media calls, be ready to jump. When you have the chance to show your wares to a potential audience of millions, hitting the snooze-button is the last thing you’ll want to do. Or having your phone on ‘vibrate’ for that matter.