Positioning a founder as the reporter's go-to source in 30 days
Our client's founder was invisible. A month later, three reporters had him on speed dial. The playbook was patience disguised as speed.
Week one: we picked one narrow topic he could own — not "the industry," but a single recurring debate. Narrow is citable.
Week two: we wrote four ready-to-go reaction quotes for predictable news events, so when something broke, we replied in minutes while rivals were still scheduling calls.
Week three: we gave reporters a standing offer — "15-minute call, any time, no PR person on the line." That last part won trust faster than anything.
Week four: when he was quoted once, we sent that clip to two other reporters as proof he's a usable source. Coverage compounds.
By day 30, a journalist texted directly: "Got a quick reaction quote on this? On deadline." That text is the whole goal.
Lesson: Reporters don't want experts. They want a fast, honest source who picks up the phone. Be the easy yes.
The Press Hook
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Positioning a founder as the reporter's go-to source in 30 days
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