Follow up on Press Release

As with anyone who advertises or sells, follow-up is the key to closing any deal. After you’ve sent a press release, follow up with those who received it. Additionally, cultivating relationships in the media definitely pays off. What’s the best way to cultivate a relationship with the press and ensure your press release gets noticed?

There are two schools of thought.

The first is to send the press release and call or email the media representative. The second method is to contact the representative first, tell them your story, and ask to send the press release over. Many people are hesitant to contact the press. Don’t be, they’re people too. Ask how they prefer to be contacted. Email is fine as most media representatives are on email just as much as everyone else however when in doubt, pick up the phone.

What do you say?

If you’re following up after sending a press release, keep the email or phone call short and to the point.

State the purpose of your contact. “I’m calling to follow up on a press release I faxed to you on Wednesday.” Or “I’m following up to see if you received my information.”

Tell them who you are and highlight the benefits of the press release. “I’m Jane Smith from The Universal Baby Store. We’ve just released a book on the top organic products for new babies and their families.” Like sales copy, highlight the benefits of the press release for the media representative. Keep it short and sweet. Seriously, if you can have a stopwatch running, keep your pitch under a minute. Tell them why they should care about your press release. Like anyone, they want to know what’s in it for them. What is the benefit of writing about your company?

What don’t you say?

Don’t say, “Did you get my press release?”

Don’t ask them to send you the story or to let you know when it’s going to be printed. That’s your job, not theirs.

Don’t follow up every single day until they say yes. Become a pest and they’ll never cover you or your company.

Do follow up regularly. Perhaps one week after you sent the initial press release. When you follow up, if they express interest, ask how they would like you to proceed. Should you follow up in a month, two weeks? It isn’t uncommon for a press release to be covered many months after it is initially submitted.

More follow up tips

Do send the release to them in their preferred method. Most media representatives express how they prefer to receive a press release. Fax and email are the two most common methods.

Do be prepared to take a different approach to your story. For example, you wrote the press release to focus on organic baby products. If that isn’t appealing to the media rep, then an alternative pitch in your pocket may get the yes you’re seeking.

Do accept a “no” professionally. The next release may be a yes and it’s important to be professional and gracious.

Press releases are a great tool to build word of mouth about your company, to increase exposure, and to enhance branding. However it often isn’t enough to just send a release and sit back, you have to follow up.