Follow-Up & Interview Readiness

Pitching: How to Find Reporters & Become Their Go-To Source

Why This Matters

Securing press isn’t just about sending a pitch — it’s about managing the follow-up and nailing the interview. A great response time and prepared spokesperson can make or break coverage.

Founder's Point of View

As the founder, you’ll often be the spokesperson. That means you need to be quick, prepared, and quotable. Following up politely and being ready with talking points ensures you not only land coverage but also control your narrative when the reporter calls.

Overview

Effective follow-up and interview readiness come down to preparation and responsiveness:
- Follow up 2–5 days after the initial pitch with a short, polite note
- Respond within hours (not days) if a journalist expresses interest
- Prepare a briefing doc with background on the reporter, your key messages, and anticipated questions
- Rehearse quotable sound bites so your message is clear, concise, and memorable
- Gather assets in advance (bios, logos, product shots) so reporters can move quickly

Good PR is as much about execution as the pitch itself. The more helpful and ready you are, the more likely a reporter will want to work with you again.

Key Actions to Take

- Follow up 2–5 days after the initial pitch with a short, polite message
- If a reporter expresses interest, respond within hours—not days
- Prepare a briefing doc for the interview: background on the reporter, key messages, anticipated questions
- Rehearse crisp, quotable responses for interviews

Metrics

Response time to journalist requests
Interview conversion (interested reporter → published story)
Quote placement rate in coverage

Examples

A founder responds to a journalist’s follow-up email the same day, securing a spot in a breaking news article
A SaaS startup enters an interview prepared with crisp sound bites and visuals, leading to prominent quote placement
A consumer app startup misses a podcast opportunity because they weren’t ready with messaging or assets—proof that preparation matters

Tools

Follow-up tools: Yesware, Streak (paid) + Gmail reminders (free)
Interview prep: Briefing doc templates (Notion, Google Docs), media training services (paid)
Asset sharing: Google Drive, Notion, Dropbox (free/paid)

Optional Assets

- Interview Briefing Doc Template
- Spokesperson Media Training Checklist
- FAQ or “press cheat sheet” with approved language and stats

Pro Tips

Always ask reporters about their deadline and preferred format (phone, video, email response).
Prepare sound bites in advance—they make your quotes more likely to get used.

Don't Make These Mistakes

Failing to follow up at all
Delaying your response to a media request
Going into interviews unprepared or sounding too salesy