We’ve all been there. You’ve crafted a genius pitch, built the perfect media list, and even added a witty and captivating subject line. You send it out to your contacts and… no response. Baffled by what happened, you don’t accept defeat. You believe someone must be interested. So, what do you do? Follow up.
Following up can be the difference between securing an interview and getting coverage, or having your pitch forgotten forever. Reporters get hundreds of emails a day, and if they were to answer every single one, they wouldn’t have time to write any stories. While some reporters are anti-follow up, for the most part, a follow-up done properly can be very helpful. Some reporters may have read your pitch but were not interested. Yet, it’s also possible that others simply missed it.
Before you begin your follow-ups, here are some key questions to consider.
How long has it been since you sent your pitch? The timing of your follow-up is key because if you follow up too soon, you could come across as annoying. Unless you’re pitching breaking news, a week is an appropriate amount of time to wait before following up. Every pitch comes with a different set of circumstances, but that’s a good rule of thumb. Also, don’t follow up more than once. If your target doesn’t answer either time, they’re most likely not interested.
Is your pitch still timely? This question is similar to the aforementioned one. If you are pitching a trending news story, following up after the news cycle has passed shows you may not be in tune with what’s happening, and it will not help your case. Unless you have something new to offer the reporter, it’s likely your best option here is to let that pitch go. You may need some of those reporters in the future, so it’s best not to annoy them with a futile pitch. Timeliness and newsworthiness are two of the most important parts of your pitch.
Does your pitch align with the reporter’s beat? Ideally, when you built your media list, you took the time to research each reporter to make sure the pitch was appropriate. However, it’s possible you missed something on the first go around. If you’re pitching a financial story and realize you mistakenly put a health reporter on your list, you should skip that reporter on the follow-up. The same applies if you included a reporter who may have written one or two financial stories, but regularly doesn’t cover that beat. You should be able to explain your reasoning for including every reporter on your list.
How do you plan to follow up? You’ve determined your pitch is still newsworthy and aligns with the reporter’s coverage. Finally, it’s time to follow up. There are certain instances where a phone follow-up is acceptable. If you’re pitching a reporter you’re friendly with or work with regularly, the reporter will likely welcome a phone call. Another instance where a phone call is appropriate is when you have a big piece of breaking news (be honest with yourself about whether it’s a big piece of news) and you know the reporter will want to know. In most cases, though, an email follow-up is best. Trust me: You don’t want to call to follow up with a reporter who’s in the middle of trying to meet a deadline.