Following Up on a Media Pitch

“I sent an email two days ago and haven’t heard back. Should I send a follow-up email or call the journalist?”

Have you wondered when and how to follow up when you’ve sent a media pitch? Here are a few tips on how to follow up.

  • Don’t email or call “just checking to see if you got my email…“ Media persons receive hundreds of emails a day and who knows how many phone calls. They don’t need one more cluttering up their inbox or voicemail. If you decide to send a follow up email, forward your original one with something added. You want to provide additional information and not just resend what you’ve already sent. Have you created an infographic to accompany your pitch? You could send that. Perhaps you’ve found another source or two who have agreed to be interviewed on the topic or additional statistics and you can send that additional information along.
  • Journalists are very busy, but they also need good stories. If you have a great pitch and want to follow up with a phone call, make sure you have practiced the message you want to leave – because you’ll probably get their voicemail. Write it up and practice it aloud so when you leave the message you sound confident and at ease, and don’t forget anything. Keep it brief.
  • You want to build relationships with media persons. So always be respectful of their time. When you do connect with one, especially if they run with your pitch, be sure to thank them for their time. Send a follow up thank you email or if you have their address, send a thank you card in the mail. You’ll stand out and be remembered the next time you contact them.

Follow Up Pays Off

Four months ago a prospect contacted me to create a spreadsheet of all her contacts. She’d been collecting business cards and scraps of paper for sometime and wanted them all in one spreadsheet so she could upload them to a contact management tool. She explained it would take her several weeks to compile all the contacts and send them to me. We agreed upon the cost and she said she’d be in contact in a few weeks.

Knowing this client was very busy and was going to be compiling scores of contacts from different places, I scheduled to follow up with her in three weeks if I hadn’t heard from her. So three weeks later I sent her an email asking her if there was anything I could do to help her with the compiling since I knew she wanted to get these contacts uploaded to her contact management tool in time to send out cards before the end of the year. After a few emails back and forth in which I sent suggestions she replied, “I truly appreciate your professionalism.  You are inspiring me to get moving!”

Several more weeks passed and I still hadn’t heard from her so I sent another follow up email reminding her that I was available and asking again if there was anything I could do to make it easier on her end. Though she still wasn’t quite finished compiling all her contacts she said, “Thanks for keeping in touch.”

Now over three months had passed and many of you may be thinking, “That client is so disorganized she’ll never get the contacts compiled. You’re wasting your time following up with her. It will never turn into paying work.” Wrong! It did take longer than she hoped to compile all the contacts. However, she really does want this project to be done.

After nearly four months the check and contacts are in the mail and this project will be completed in time for her to send out cards before the end of the year. Yes, it did take some time to follow up. The client appreciated that I took the time to stay in touch. And who do you think she’ll call when she needs additional work?

So don’t write off those prospects that seem to be dragging their feet. No, don’t pester them. But send a friendly and helpful reminder. Perhaps send some tips they can use. Let them see that you are interested in helping them and providing valuable information, whether or not they are yet a paying client. Developing this type of relationship does pay off!