From Inbox to Front Page: Mastering the Press Release follow-up

Starting a new job can be a daunting prospect. More so, when you are working in a sector where you have to interact with the outside world.  One such industry where the fresher has to deal with people outside of the organisation is Public Relations. Though the job is interesting, engaging, and requires creativity, dealing with journalists is no cakewalk.

According to Mudita Raj, Assistant Professor, Apeejay Institute of Mass Communication, following up on a Press Release involves reaching out to media outlets to ensure they received it, gauge interest, and offer additional information or interviews. “Start with a polite email or phone call referencing the release, and inquire if they require more details or if they plan to cover it. Provide any requested materials promptly and be available for further inquiries. Persistence, professionalism, and a clear communication strategy are key to effective follow-up,” she advised.

Bustling the world of public relations, crafting the perfect Press Release is just the beginning. The real challenge lies in what comes after – following up. This delicate task, if not handled with care, can easily turn into a faux pas, irritating the very journalists you’re trying to impress. So, how does one navigate these waters smoothly? Let’s dive in.

The Golden Rule: Patience is Key

First and foremost, understand that journalists are swamped with emails daily. Your Press Release is just one among hundreds. Giving them adequate time to go through their inbox is not just courteous; it’s strategic. A follow-up within 48 to 72 hours is a good rule of thumb. This shows respect for their schedule and workload.

Crafting the Perfect Follow-Up Email

When you’re ready to follow up, the manner of approach makes all the difference. Keep your email concise, polite, and to the point. Highlight the core of your press release once more and why it stands out. Personalise your message to show that you’ve done your homework about what the journalist typically covers. This personal touch can make your email stand out in a sea of generic follow-ups.

Timing is Everything

The timing of your follow-up can significantly impact its reception. Aim for mid-morning or early afternoon on a Tuesday, Wednesday, or Thursday. These are typically less hectic times for journalists, increasing the likelihood of your email being noticed.

The Phone Call: Proceed with Caution

While some PR professionals advocate for a quick follow-up call, this strategy requires caution. Reserve calls for journalists you have an established relationship with or if your press release is time-sensitive. Always begin by asking if it’s a good time to talk, showing respect for their time.

Utilising Social Media Wisely

Social media platforms can be a less intrusive way to follow up. Engaging with journalists on platforms like Twitter can help build a relationship before sending that follow-up email. However, keep your interactions professional and relevant to their interests.

The Art of Subtlety in Follow-Up

Understanding the fine line between persistence and annoyance is crucial in PR. Your follow-up should convey eagerness, not desperation. Emphasize how your story adds value to their audience, subtly nudging them towards covering it without being overbearing.

Feedback: A Learning Tool

Not every follow-up will result in coverage, and that’s okay. Use this as an opportunity to ask for feedback. A simple question like, “Is there something more you’re looking for in press releases?” can provide invaluable insights for future pitches.

Ultimately, the goal of following up isn’t just to secure coverage for your current press release but to build a lasting relationship with journalists. By showing respect, personalizing your approach, and using timing to your advantage, you’re laying the groundwork for a professional relationship based on mutual respect and understanding.

Respecting the journalist’s response, whether it’s a yes, no, or no reply, is part of this professional etiquette. Understanding their perspectives and workload can help you refine your approach in future communications, making each follow-up more effective than the last.

Persistence, coupled with patience and respect, forms the cornerstone of successful PR follow-ups. By adhering to these principles, you not only enhance your chances of getting your story heard but also forge lasting connections in the media world.