Perhaps the most egregious mistake you can make when dealing with a reporter is to leave him or her hanging at the last minute by not being available and responsive. If you’re going to go through the trouble of pitching the media, you’d better make yourself available to them. When they come knocking, you need to be responsive, and if you promise to be available for a conversation, you need to keep that promise. Otherwise, be prepared to burn that bridge forever.
In a recent Inc. article, Erik Sherman, a journalist whose work has appeared in The Wall Street Journal, Newsweek, The New York Times, and numerous other publications, said:
Responding after a deadline has passed is silly, as the ship has already sailed. If you suddenly can’t help, then let the reporter know immediately. I’ve written off companies and entire agencies that left me stuck at the last minute with no reasonable explanation.