How do you follow up with journalists and editors after sending your press release?

Make sure you've done background research on the reporter you're pitching to see if they've listed their PR pitch preferences on media database platforms, social media or website bios. Ignoring preferences when they've been easily outlined is a quick way to get off on the wrong foot with your target journalist. More and more, media are requesting "no phone calls" with pitches, so work to build and nurture relationships outside of coverage moments. One tip on phone call follow ups: if you can't easily find a reporter's number in media databases or online, that's probably intentional and a cold call may be off-putting.

Yeah, I would advise to follow up only if you're shopping something as exclusive. I use software that lets me see if a journalist has opened my email, and if so, how often they come back to it. If someone reads a pitch and doesn't respond, then I just read the room, assume it's a no, and move on with my day.

Let's "break a taboo": "fup" isn't about being boring, it's about being professional. But it has to be at the right time and in the right way. It's not about insisting, it's about being intelligent, strategic and empathetic.

Remind the journalist of the key points that are relevant and of interest to their news outlet and their audience. Offer to facilitate relevant interviews to help them build on the story and make it their own.

Oh my, no no no. The only thing I'll "remind" a journalist about is which bar happy hour's at. The worst journalist alive understands their audience better than the best PR pro in history. Re: journalists' needs and interests: They need either conflict or exclusivity, that's it. You can work with, and in some cases straight-up exploit, both of these needs in order to earn positive media coverage. But if you "remind them of the value and relevance of your press release," you are going to get, at the very least, ignored. I know journalists who block all email from the entire domain of PR pros who piss them off.

When reaching out to journalists to remind them about your press release, it is essential to maintain a respectful and professional tone. Respectful communication not only helps to build a positive relationship with journalists but also increases the likelihood of your press release receiving attention and coverage. Ask journalists whether any amendments or updates are required to be made so that they accept your press release. You can use this question as a follow-up.

All I will say here is if a journalist has a question or needs information from you, then they'll ask you without the invitation.

Here's a piece of practical advice, so that I'm not just dumping all over a how-to article an AI wrote: One method for earning press coverage is to be the first credible professional/company to make a prediction on a big piece of news, and to have that position end up being right. For instance: I was probably the first pro in my field to predict how and why Elon Musk's acquisition of Twitter would become an absolute shit show, and it's safe to say I ended up holding a W on that. Since making that prediction in an op-ed, I've been quoted in around 20 articles on the subject. Journos know I have a good track record on that topic, so they keep on quoting me on it.

Before writing the press release you likely prepared a strategic plan with your goals and the outcomes from the announcement event. Next, you planned how to package up the information specific to each reporter's audience including your subject matter experts for interviews. Then, as soon as you issue the release you follow up with the package that's relevant to the reporter. Good luck!

Personalize your follow-up: Craft an email that's personalized to the recipient, referencing your initial email and the contents of the press release. Personalization is key to building a relationship with journalists. Add value: In your follow-up email, provide additional information or angles that might be relevant to the journalist's beat or the publication's audience. Offer an interview with a company executive or customer to provide more depth and insight into the story. Remember that building relationships with journalists takes time and effort. Be patient, provide value, and stay persistent to increase your chances of getting your story covered.

A lot of folks outside the comms profession don't understand that journalists really need one of two things to cover a company: either conflict or exclusivity. Conflict is the dominant news value today, while exclusivity is how journalists scoop their peers. If you're sending the same press release to multiple journalists at once, then you're removing exclusivity from the equation. That's bad practice. Every piece of news I work is pitched as exclusive, and journalists have a few hours to decide if they want it or not. If the news is really news, then some journalist somewhere will happily run it before everyone else, because that's the essence of the job. And if the news isn't really news, then journalists aren't the audience for it.