The follow-up is a critical part of securing media coverage. It’s often the follow-up message, email, or phone call that turns a good pitch into a great story. However, many PR professionals walk a fine line between being persistent and being pushy. Knowing how to effectively follow up without alienating media contacts is an art. Below are strategies that will help PR professionals master the art of the media follow-up.

⏰ Timing is Everything

Timing your follow-up is just as important as the message itself. Give journalists and editors some breathing room after your initial pitch. A good rule of thumb is to wait at least 48-72 hours before following up via email. Avoid sending follow-ups during peak deadlines, such as early morning or late afternoon when journalists are often working against the clock.

If you’re working with a time-sensitive story, clearly indicate this in your subject line or initial pitch. A follow-up on a breaking story or event can be justified much sooner, but always be respectful of their time constraints.

✉️ Keep It Short and Sweet

Journalists receive dozens, if not hundreds, of emails daily. When crafting a follow-up email, keep your message concise and to the point. Acknowledge your original pitch in the first sentence and reiterate the key takeaway. Don’t resend the entire pitch but instead offer a quick recap or new angle that may reignite interest.

Here’s an example:

Subject: Quick Follow-Up on [Story Pitch] – Time-Sensitive Opportunity

Hi [Journalist Name],

I wanted to follow up on the [story or event] I pitched last week about [key pitch]. This [new development or update] may add a fresh angle to the story. I’d love to help you explore this further.

Looking forward to your thoughts!

Best,  

[Your Name]  

[Your Contact Information]

This approach respects their time while reinforcing the news value of your pitch.

💻 Personalize Your Follow-Up

Mass follow-up emails are a surefire way to get ignored. Take the time to personalize your message, referencing any previous interactions or specific interests of the journalist. If the journalist has written on a similar topic, mention it and explain how your story builds upon or complements their previous work.

Showing that you’ve done your homework will make your follow-up stand out in a crowded inbox.

‼️ Leverage New Information

If your initial pitch didn’t spark immediate interest, it might be because the story wasn’t compelling enough at the time. Use your follow-up as an opportunity to introduce new information, such as updated statistics, new quotes, or additional visuals. Offering fresh angles or exclusive updates can reignite interest.

📱Know When to Pick Up the Phone

While email is the preferred method for most journalists, there are times when a phone call can be more effective. However, phone follow-ups should be used sparingly and strategically. A good time to use the phone is when you’re following up on a story that has a tight deadline, or when you have an established relationship with the journalist.

If you do call, keep the conversation brief. Start by asking if it’s a good time to talk and then quickly remind them of your pitch. Respect their answer if they decline, and always offer to send additional details via email if needed.

🧑‍💻 Use Social Media Wisely

Sometimes a gentle nudge on social media can be a great way to follow up. If you have a professional relationship with a journalist, consider retweeting or commenting on their work. Once you’ve established a rapport, a friendly reminder about your pitch in a DM or LinkedIn message can be a more informal yet effective follow-up strategy.

✅ Respect Their Decision

No matter how well-crafted your pitch or follow-up is, not every story will get picked up. If a journalist responds with a “no,” don’t push further. Thank them for their time, and let them know you’ll keep them in mind for future stories. Building long-term relationships with the media means respecting their editorial decisions.

A polite, professional response today could open the door for future opportunities.

📈 Track Your Follow-Ups

It’s essential to keep track of your outreach efforts to ensure you don’t overstep boundaries. Tools like Customer Relationship Management (CRM) systems or simple spreadsheets can help you log when and how you’ve followed up with each contact. This will prevent you from bombarding journalists with repeated messages and will help you stay organized in your media outreach strategy.

🗞️ 🎥

Mastering the art of the media follow-up is about being persistent without being pushy. By timing your outreach well, personalizing your messages, introducing new information, and respecting journalists’ decisions, you can improve your chances of turning your pitches into published stories. Remember, it’s not just about getting coverage today but building relationships that will benefit your PR efforts in the long run.

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