Following up with the media (after you've sent them a media release or media pitch email) can be fraught with risk, since putting a foot wrong may alienate the journalist you're trying *really hard* to impress. Five PR sites have weighed in on the topic, and here are their top 10 takeaways.
Source: (onepitch.co)
"Learn how to send a follow-up to a media pitch including when to do so, best practices in approaching a journalist, and more!"
"SHOULD YOU SEND A FOLLOW-UP EMAIL TO A JOURNALIST?"
"The short answer is: yes. It’s perfectly alright to send a follow-up email to a journalist you’ve pitched..."
"It’s perfectly alright to send a follow-up email to a journalist you’ve pitched..."
"HOW LONG SHOULD YOU WAIT BEFORE SENDING A FOLLOW-UP EMAIL?"
"Try and remember that journalism is one of the most overworked and underappreciated careers you'll find. Their deadlines are short, and they have very little time to eat lunch, let alone check their email inbox every five minutes...We asked journalists how long a publicist should wait before sending a follow-up email.
"The general consensus was publicists should wait three days to a week before sending a follow-up email. That way, you’re almost guaranteed not to seem pushy."
"...publicists should wait three days to a week before sending a follow-up email."
Source: (verticalresponse.com)
"You've just sent a reporter a story idea or press release. Now what? Here's how you can follow up on your PR pitch without being an annoyance."
"What to Do After You Hit 'Send'"
"If three or four business days have passed and you haven't heard from a reporter or blogger, send him or her a quick follow-up email. Most journalists I've talked to don't mind a gentle reminder."
"If three or four business days have passed and you haven't heard from a reporter or blogger, send him or her a quick follow-up email."
"The secret here is to offer something new or exclusive in your follow-up that wasn't in your original press release or pitch. If your press release was about a new product or service, your follow-up might include a customer testimonial or links to data or research supporting the need for your new product or service...
"Keep your follow-up short and no longer than a few sentences. Include the original press release or pitch below it, as reference, or, even better, link to a version that's on your website."
"Keep your follow-up short and no longer than a few sentences."
Source: (agilitypr.com)
"Unless you’ve been hiding under a rock with your phone face down, then you know the latest trend on social media is the collective slander of bad PR pitches reporters receive and screenshot for their followers to mock on Twitter."
"Don't send a dissertation as a pitch...ever"
"Hold back every urge to overcomplicate things by trying to be fancy with fluffed-out jargon within your outreach.
"The goal is to simplify your message by conveying your hook in a way that gives the reporter just enough of a tease to execute the story in their own way."
"The goal is to simplify your message by conveying your hook in a way that gives the reporter just enough of a tease to execute the story in their own way."
"Don't follow up six times in one week"
"The art of the follow-up is almost as important as the pitch itself.
"Keep your follow up short and sweet while having in mind that reporters are typically busy people working around tight deadlines. Give the reporter at least 24-48 hours to open your pitch and get back to you before you check in with them again."
"Give the reporter at least 24-48 hours to open your pitch..."
Source: (glean.info)
"Following-up properly after sending pitches to journalists, bloggers and other influencers is one of the most vital PR skills. There are do's and don'ts for successful follow-ups."
"Is it Worth a Follow-Up?"
"First, accept the fact that some press releases are simply not worth a follow-up, writes Lisa Goldsberry at Axia Public Relations.
In fact, some company news, such as minor staff appointments and updates to a company website, are not worth a press release in the first place.
"If the reporter has ignored the news release, so be it."
"In fact, some company news, such as minor staff appointments and updates to a company website, are not worth a press release in the first place."
"Follow Up at Proper Times in News Cycle"
"Know the news cycle. Understand the media outlet's news cycle and deadlines to avoid contacting journalists or others at inopportune times...
"Also know when the reporters and editors are preoccupied and on deadline during the work day – and don't interrupt them during those times."
"Understand the media outlet's news cycle and deadlines to avoid contacting journalists or others at inopportune times."
Source: (blog.sonicbids.com)
"Before you email that music journalist yet again, make sure you heed these four rules."
"Don't expect anything (including a response)"
"Don't ask the person you've pitched "when" they plan to cover something when you reach out to follow up. You're making the assumption that they want to cover it. Instead, ask them if they had a chance to check it out, what they think, and if there are any plans for coverage.
"But remember this: no one is obligated to respond."
"But remember this: no one is obligated to respond."
"Only follow up twice"
"After sending your initial email, only follow up twice.
"Make your third follow-up about two to three weeks after the initial outreach. If you don't hear back after that, let it go."
"If you don't hear back after that, let it go."
So all the experts agree that following up with the media is important, but there are some dos and don'ts that should be followed in order to make the most of the opportunity. By keeping these insightful tips in mind, you can ensure that your follow up lands well and has the greatest chance of success.
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