1. Missing a deadline. If you promise a reporter you’re going to deliver something (information, photos, etc.), you’d better deliver it when you promised you would. Missing your deadline could cause the reporter to miss his or her deadline—and that’s something they won’t easily forgive. 2. Being unresponsive. If you don’t answer the phone when a reporter calls, nor respond to his or her emails, you’ll be seen as unreliable. Why would any reporter want to use you as a source if they don’t know whether you’ll be there when they need you? 3. Being unprepared for questions. When you pitch reporters, be ready to answer any questions they might have. If you can’t provide the answers they’re looking for, they’ll probably skip your story and move on to something else, seeing you as unreliable.
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