The Art of the Follow-Up: A PR Pros Guide to Earning Media Attention

The art of the email follow-up is a crucial, yet often overlooked, component in the pursuit of securing media coverage. In today's fast-paced digital landscape, inboxes are overflowing, and even the most compelling initial pitch can easily get lost in the shuffle. A well-timed and thoughtfully crafted follow-up isn't just a reminder; it's an opportunity to reiterate your value, provide new context, or simply catch a busy journalist or editor at a more opportune moment. This persistence, when executed correctly, demonstrates your professionalism and genuine belief in your story, significantly increasing the chances of your pitch being seen, considered, and ultimately, leading to valuable coverage.

To master the follow-up, consider these key tips:

• Firstly, timing is everything: wait a reasonable amount of time (typically 3-5 business days) before sending your first follow-up, avoiding the impression of being overly aggressive. 

  
  

• Keep your follow-up concise and to the point, referencing your previous email and briefly restating the core of your pitch. You might also add a new, relevant piece of information or a fresh angle to pique their interest, such as recent news, an updated statistic, or a new development. 

  
  

• Always maintain a polite and professional tone, and make it easy for them to respond by clearly stating what you're hoping for (e.g., "Would you be open to a brief chat to discuss this further?"). Remember, the goal is to be helpful and persistent, not bothersome.

Mastering the follow-up is just as important as crafting the initial pitch. With the right timing, tone, and added value, a follow-up email can make the difference between getting ignored and getting coverage. Stay persistent, stay professional, and remember, sometimes, all it takes is a second touch to get your story heard.