I just got a last minute request from a radio producer and it made me think of something very important. If you want ink or air-time you HAVE to be able to respond immediately to requests. If you make media wait, they move on. It’s this way especially with coveted top-tier media like Oprah or Good Morning America and more. In fact, I’ve only been called by producers from these shows AFTER HOURS! Oprah’s peeps call Friday afternoon/early evening and GMA calls on the weekends. So if you don’t respond after hours thinking you can get media on “biz hrs” only, you are mistaken. Well, for sure you’ll miss out. Ask your publicist if he or she is available after hours and if you’re a do-it-yourselfer be sure you take your mobile and for goodness sakes sign up for PitchRate.com and check out the new media do-it-yourself book by David Mathison, “Be The Media” so you never miss out on last minute ops.