There’s a breed of PR people out there that can get the meeting, do the interview and chat it up all day long on the phone with journalists. They have an anemic press book, though, and the buzz meter isn’t reporting the faintest blip. The shortfall in coverage reflects a disinterest in following up. Getting the meeting is exciting, sure, but closing the deal and getting the coverage is where the big payoff is. To get there, you have to be aggressive with the follow up.