Run this 5-minute audit before you pitch a journalist

Avoid scrambling, missed opportunities, and costly delays with this quick pre-pitch checklist for PR pros

Happy Monday, from a tiny town in Croatia!

So, you’ve crafted the perfect pitch, but here’s the question: if a journalist replied right now and said, “Yes, send me everything”—are you ready? Really ready?

In today’s fast-paced media cycle, timing is everything. Journalists work on tight deadlines and often move on if they don’t get what they need immediately. That means your images, product samples, and key talking points can’t be “almost ready”—they need to be polished, accessible, and deliverable within minutes. Otherwise, you risk losing the placement to someone else who was better prepared.

Too often, publicists hit send before their internal systems and assets are dialed in. That’s when scrambling happens: expired links, missing photos, delayed samples, and opportunities lost. The result? A blown chance to secure media coverage that could have been yours.

Before you hit send on your next pitch, ask yourself: Could I deliver everything—samples, photos, quotes—within 15 minutes of getting a “yes”? If not, it’s time for a quick audit.

Here’s what’s behind the paywall: a rapid-fire checklist to make sure you’re journalist-ready every time you pitch. From samples to systems to follow-ups, these are the exact things reporters expect you to have on hand when they say yes.