How to Respond to Journalist Call Outs (and Actually Get Chosen) 

With more businesses chasing media exposure than ever, many are turning to platforms that literally tell them what the journos are looking for – the platform in Australia and NZ is called Sourcebottle, and knowing how to respond to journalist call outs on Sourcebottle has become a crucial skill. 

Get it right, and you can land powerful earned media opportunities. 

Get it wrong, and your pitch disappears into a crowded inbox. 

In this blog, Publicity Princess Kate Engler breaks down the four key principles every expert, business owner, and spokesperson needs to follow to stand out, especially on platforms like SourceBottle, the matchmaking service between journalists and experts. 

These insights are practical, powerful, and easy to apply immediately. 

Why Responding to Call Outs Matters 

SourceBottle is one of the easiest pathways into mainstream and niche media. It connects journalists who need expert commentary with the business owners who can provide it. 

Think of it like a dating app, but for media coverage. And, as Kate puts it, “It’s sexy when it comes to media exposure.” 

But even though the opportunities are right there, many people either respond incorrectly… or don’t respond at all. 

Let’s break down the four key principles for getting it right. 

1. Timing Is Everything 

Every SourceBottle call out includes a deadline. Kate’s advice? Ignore it. 

Journalists often fill their expert quotes quickly, sometimes within minutes. They regularly call SourceBottle asking them to remove the call out because they’ve already found their people. 

Journalists live in a world of: 

• hourly deadlines 
   

• multi-story workloads 
   

• fierce competition 
   

• rapid turnarounds 
   

If your response arrives late, it may never even be opened. 

The goal: Respond as soon as you see it. No overthinking. No hesitation. No waiting for the “right moment.” 

As Kate says: “Chop chop, Chachi. Don’t let the grass grow.” 

2. Keep Your Response Short, Sharp & Relevant 

This is where most small businesses go wrong. 

They respond with paragraphs of information, background stories, qualifications, and unnecessary detail. But the purpose of a SourceBottle response isn’t to tell the journalist everything, it’s simply to get them to lean in. 

Your job is to pique their interest, not overwhelm them. 

A good response should be: 

• concise 
   

• clear 
   

• directly relevant 
   

• easy to skim 
   

Journalists are often juggling 8 to 10 stories at once. They don’t have time to dig through essays looking for gold. 

Give them exactly what they need, nothing more. 

3. Use a Light, Chatty, Approachable Tone 

SourceBottle is a form of social media, even if it’s not public facing. That means your tone should be: 

• warm 
   

• conversational 
   

• human 
   

• friendly 
   

What journalists don’t want is stiff, corporate language like: 

“To whom it may concern, in response to your call out requesting opinions from physiotherapists…” 

No, no, no, no, no. 

A better response sounds like: 

“Hey! I’m a physio specialising in sports injuries. The three issues I commonly see with weekend athletes are X, Y, and Z. Happy to help with your story.” 

Short. Simple. Approachable. 

Tone communicates personality, and journalists love working with experts who are easy to talk to. 

4. Show You’re a Perfect Fit 

This is non-negotiable. 

If the journalist is asking for: 

• a physiotherapist → be a physiotherapist 
   

• a dietitian → be a dietitian 
   

• an exit strategist → be an exit strategist 
   

Don’t send vague, irrelevant, or philosophical answers like: 

“I have an MBA from the school of life.” 

That doesn’t help anyone. Journalists don’t have time to sift through fluff in hopes of finding something useful. 

Your response must clearly show: 

• you are what they need 
   

• you can contribute exactly what they’ve asked for 
   

• you’re ready to provide commentary when they need it 
   

Make it easy for them to choose you. 

Bonus Insight: Be Available. Really Available 

This is one of the biggest points Kate emphasises. If a journalist calls you: 

• answer the phone 
   

• call back immediately 
   

• be ready to speak 
   

• and most importantly, be ready to turn up 
   

If you’re offered radio or TV, always go into the studio if you can. Why? 

1. You instantly build rapport with the journalist 
    

2. You meet the producers who book future guests 
    

3. You get behind-the-scenes photos and footage for your social media 
    

As Kate says: “Leverage, baby, leverage.” 

If you want to be interviewed, be prepared to show up, literally. 

Why This Matters for Your Media Strategy 

Responding to call outs is one of the fastest, easiest ways to: 

• get your first media coverage 
   

• build credibility 
   

• position yourself as the go-to expert 
   

• start relationships with journalists 
   

• get repeated invitations 
   

But only if you respond the right way. 

Timing, tone, clarity, fit, and availability, that’s what journalists value most. 

And mastering these skills is exactly what the Meet the Press Masterclass teaches. 

Ready to Become the Expert Journalists Call First? 

If you want more than just one media win, if you want ongoing, credible, earned media, you need the right tools, the right angles, and the right pitch techniques. 

That’s why we created the Meet the Press Masterclass. 

Learn: 

• how journalists think 
   

• how to respond to call outs with impact 
   

• how to pitch stories journalists actually want 
   

• how to build long-term media relationships 
   

• and how to turn interviews into long-term credibility 
   

Join us in Sydney on 14 & 15 May and learn from the journalists themselves exactly how to stand out. 

Spaces are limited to ensure personalised support.