David Hayes has a rule that if someone rings him, he rings them back. Every time.

It’s something that’s held him and those closest to him in good stead in family life and business.

“It’s not hard to do,” he said at Sha Tin earlier this month.

Enter last Sunday, when it all of a sudden got very hard to do after rumours ran wild on social media that hot favourite Ka Ying Rising was a chance to miss this Saturday’s Group One The Everest (1,200m).

“I’m of an age where I thought I’d seen it all, but I hadn’t. I think I have now,” he said.

“It was a very hectic 12 hours – I’ve never had so many calls and messages.

“We just chipped away on the Hong Kong race day [last Sunday] and we got it done and then it really wound up on the Monday at trackwork.

“I’ve held the form. I’ve been very good and replied to all the calls.”

Ka Ying Rising has been The Everest favourite for months, but things intensified significantly once the world’s best sprinter completed quarantine at Canterbury and stepped out for a trial at Randwick last week.

Many labelled the hit-out underwhelming and questioned the four-time Group One winner’s chances.

Then on Sunday, “fake news” from a hacked social media account had Ka Ying Rising either under a cloud for The Everest or already scratched, something the Hong Kong superstar dispelled with a strong Monday morning gallop.

“It’s got a bit better since Tuesday and later in the week it’s been a lot better,” said Hayes of his media commitments. “But there’s no doubt it’s the biggest week I’ve ever been involved in.

“The attention on the horse – I haven’t read much about the other horses. From the trial and the conjecture that followed to the viral attack and then of course the fact it’s the richest turf race in the world, it’s been an intense week.”

That Hayes, who has won some of the biggest races on the planet, considers this the biggest week of racing he’s encountered tells you just about all you need to know about the extent to which The Everest fever has gripped Sydney leading up to the race’s ninth running.

The presence of the world’s best sprinter, who is looking to become the first international winner of the A$20 million (HK$101 million) contest, has intensified the hype exponentially.

“I can’t remember a race and especially a horse going into a race with as much attention as what he’s been able to create,” said Ka Ying Rising’s jockey, Zac Purton.

“It’s great to see how much attention it’s created in the mainstream media in Australia. They’ve really grabbed hold of him and grabbed hold of the race. It’s putting a lot of extra eyeballs on our sport, which is a good thing.

“This week is different to most, that’s for sure. My phone doesn’t normally ring as much as it has been in the past week.

“I’ve done a lot of interviews – radio, video, journalists calling – and then I’ve just been watching a lot of it on social media myself.

“It’s been good, but obviously we have a job to do and that’s what I’m more concerned about.”

While Purton has largely been able to take it all in from afar in Hong Kong – jetting down only for last week’s trial – Hayes has been in the thick of it all for nearly two weeks.

With Ka Ying Rising’s preparation now complete after he produced a “terrific” final piece of work on Thursday, Hayes very much shares Purton’s sentiment.

“We’re just excited now and looking forward to the race – it can’t come quick enough,” said the trainer.