If you launch a product from your New York office, and a journalist from CBS (or anywhere for that matter) calls at 3:00 PM West Coast time to do a story, you might want to tell your receptionist that the response, “It’s after hours here, someone will get back to you in the morning,” is really more infuriating than helpful.
Better yet: Put contact information for your execs or your PR firm up on your Web site so said journalist doesn’t have to deal with your receptionist in the first place. See: Tip #22.
Rafe
Pro PR Tips 