If a journalist gets in touch and requests information, a photo, a comment, then GET BACK TO THEM QUICKLY. Journalists have deadlines & if you can’t/don’t meet them they they will find what they want from someone else. Don’t hand a competitor this golden opportunity.
If you don’t have what they want straightaway then let them know, say you are on the case and tell them when you will get a response to them. THEN DO IT.
If a journalist knows they can rely on you to give them the information they need, when they need it, they are far more likely to come back to you a next time.