Reaching out to journalists is a critical part of media relations, but equally important is knowing how to follow up effectively. Journalists are busy professionals, often receiving hundreds of pitches weekly. Following up appropriately can make the difference between your story being picked up or overlooked.
This article will cover:
Follow Up Best Practices
Following up demonstrates that you are genuinely interested in building a relationship and that your story is worth their attention. Below are best practices to keep in mind when doing so:
Timing
Wait at least 3-5 business days after sending your initial pitch before following up.
Avoid late hours, weekends, and holidays.
Consider the urgency of your story—if it's tied to a specific event or time-sensitive news, ensure your follow-up reflects that urgency without being aggressive.
Be Concise
Keep your follow-up short and to the point.
Reiterate the key points from your initial pitch and why it is relevant to them.
Provide New Value
Offer an exclusive quote, updated stats, or a new angle on the story.
Highlight recent developments
Mention upcoming events or key dates related to the topic.
Don’t Overdo It
Persistence is important, but don’t be pushy. If the journalist hasn’t responded after one or two follow-ups, it’s a good idea to stop and move on. Perhaps you should even consider removing them from your lists. Sending too many emails can damage your relationship with the journalist, make them less likely to consider your pitches in the future, or even result in unsubscribes from your organization or our platform.
Build Relationships
Don’t reach out only when you need coverage. Engage with journalists on social media, share their articles, and provide feedback when relevant. Building relationships outside of the pitching process can make your follow-ups more effective and well-received.
Following Up in Media Relations
The best way to follow up with both opened and unopened outreach is to filter by each in the Outreach tab. Follow these instructions to do so:
Click the Media Relations drop-down in the left-hand navigation bar.
Select Outreach
Click on a given Outreach Distribution
Click Open rate
Click on the Opened or Unopened bar in the bar graph.
Select all or some recipients.
Click the airplane icon to fire off a follow-up email.
💡 Tip
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