PRs: The dos and don'ts of replying to a journalist's Response Source...

Seen a journalist's Response Source and keen to reply? STOP. RIGHT. THERE.

I use Response Source most days to source experts and brands for my articles, so I figured it might be helpful for PR‘s, experts and brands to know how best to reply to a journalist. Because, I receive a fair few responses each day and there's always some that will catch my eye more than others.

1. Unless there are specific questions in the call out, don’t just sent a load of comment. It probably won’t get used so you’ve just wasted your time.

   
   

   Frantically typing anything and everything? Stop.

   
   

2. To add to that, don't send a load of AI-written comment. Seriously, all the time this happens. No, please God no.

   
   

3. Keep it relevant. Honestly, if you could see some of the replies I get sometimes...if a journalist does a call out for shoes, then don't send a release about dogs...just because it might link to walking...which links to shoes.

   
   

4. The Response Source deadline might not mean much to the journalist. Get your replies in sooner rather than later.

   
   

5. If you know it's a short lead and you have an expert, make sure the expert is available to send original comment on time. From my perspective, I usually want original quotes, so a press release that's done the round a million times, won't be enough.

   
   

6. If you have an expert who would fit the bill, send expert info, qualifications (total must) and website link. And as always, don't expect a guaranteed product link, if the expert is working with a brand.

   
   
   
   

   

   Wilson the hamster. Again.