How to NAIL Your Press Release Follow-Up: Tips from PR pros

Anuradha Chawla, senior account director, Avian WE, has this useful cheat sheet:

1. Timing: One must wait for at least 2-3 days after sending the initial pitch before following up. Avoid Mondays and Fridays for follow-ups as these days tend to be busier for them.
2. Additional Value: Always offer something new or extra, such as an exclusive angle, dated information, or access to the spokesperson if possible. This will help grab journalist’s attention and make it worthy for them to consider.
3. Be Courteous: Be polite and avoid pressuring the journalist. Understand they have tight deadlines and multiple pitches to consider.
4. Respect their space: Avoid excessive follow-ups. If they don’t respond after 2/3 attempts, tap the next journalist and move on to the next opportunity.
5. Brevity: Keep the follow-up email short and to the point. Call out the key story angle or newsworthiness in a few sentences and avoid multiple fonts and colours in your email.

What you could do better while following up:

• Balance Frequency and Persistence: Strive to find the right balance between being persistent and not being annoying. It’s easy to either give up too soon or follow up too often. A single, well-timed follow-up is often the most effective. Avoid calling the journalist multiple times, instead send out a message first.

Dr Uma Bhushan, PhD- Public Relations and former professor of Media and Entertainment, at Welingkar Institute of Management Development and Research, Mumbai puts it simply. 

She says,  If you have real "news" in your press release, there's no need to follow up. Study the journalist and the type of stories/angles they tend to follow and customise your story accordingly. One-size, fit-all press releases are unevolved ways to get media attention."

Bandita Deb from Lenovo ISG’s PR and Communications team, says," I believe the key to effective follow-up is timing and relevance. After sending out a press release or story pitch, it’s crucial to follow up within 24-48 hours while the information is still fresh. Being brief and to the point and emphasizing why the story matters to the journalist's audience helps to a great extent. 

Personalization is also essential; referencing past coverage or specific interests of the journalist to show that you’ve done your homework. And always offer value—whether it’s exclusive information, a unique angle, or access to key spokespeople."

Deb further adds, "One area I wish could be improved during follow-ups is balancing persistence with respect. While following up is critical, it's essential to read the room and recognize when to step back. Over-communicating can be as detrimental as under-communicating, so gauging the journalist's interest and response is key to maintaining a positive relationship.”

Sumedha Kanwar, account manager at AVIAN WE stated, "From my experience, the key to effectively following up and converting pitches into stories hinges on building authentic relationships. Simply pitching and hoping for a hit is not enough. A transactional approach limits our ability to understand a journalist’s true interests, often leading to missed opportunities to tailor our pitches in a way that genuinely appeals to them. 

Also, in today's rapidly evolving media landscape, adaptability is crucial. Journalists are navigating tighter timelines and the constant demand for content across multiple platforms. Understanding these pressures and adapting our strategies accordingly—whether by providing multimedia assets, anticipating their needs, or offering insights that fit within the context of current news cycles—can make all the difference.

Furthermore, when following up or connecting with any journalist, it’s imperative to respect their professional boundaries and their time. Offering a tailored pitch demonstrates that we understand their needs and are committed to supporting their work. While persistence is undoubtedly important in our field, it should never cross the line into being pushy."

Saheb Singh Chadda, a communications professional suggests, "It's best to avoid following up immediately. Give the journalist some time to read it. It's usually a good idea to send a follow-up message after an hour or so. 

If you have a good relationship with the journalist, you may consider calling and pitching your release, but this should be the last option and used only for important pitches. When communicating, avoid drafting long messages. Keep it short and simple, and be extremely polite."

Nancy Negi, senior manager, Delhi, PEPPER COMMUNICATIONS GROUP feels, "Since COVID, the media industry has changed a lot. Journalists now have tighter deadlines and smaller teams, so PR professionals need to be persistent but also respectful of their time. PR professionals need to understand a journalist's background before pitching a story. Unfortunately, many young PR professionals make the mistake of pitching without first learning about the journalist’s work and the organization they belong to. This can create a bad impression, not just for them but for their company. To avoid this, PR professionals should always do their research.

After sending your initial pitch, wait at least two days before following up with a quick call or a polite, brief email. Even if something is time-sensitive, it's still better to give journalists at least one day before following up. Personalize your message to each journalist. If you still don’t get a response, consider a second follow-up about a week later. It's important not to be too pushy, as journalists often juggle multiple stories and appreciate patience.

One helpful tip is to maintain and develop relationships with journalists even when you're not pitching a story. Go on media rounds or meet them for tea or coffee. This helps in establishing personal contact.

One thing I wish I could do better while following up is personalizing each follow-up more effectively. While it’s easy to send out a general reminder, taking the time to tailor each message based on the journalist’s past work or current interests could make the follow-up more impactful. However, this requires more time and research, which can be challenging when managing multiple pitches simultaneously." 

Nidhi Sabbarwal - director PRtainment Media & Communications PL., says“To follow up or not is a question that numerous PR professionals ponder, however, I believe that following up on a press release or story pitch is an art in itself. It’s all about how well you balance being persistent and respecting the journalist’s time. Numerous studies suggest that 3 out of 10 journalists want a minimum of 2-3 days to look over a pitch before a PR follows up with them.

So waiting for a few days post-pitch or a press release ensures your follow-up is relevant but not too aggressive. Furthermore, it is important to remember that it is not just about pushing the content but about understanding their interests and providing them with relevant and timely information. 

Additionally, I prefer to personalize my follow-up emails where I acknowledge the journalists’ previous work to show that I am not just sending a mass email but genuinely engaging with them. 

The ultimate aim is to be seen as a reliable partner in a journalist’s storytelling process and another PR professional.” 

Shruti Singhal, Founder of Eminence Communications recommends, "Implementing targeted training that emphasizes the importance of consistency in communication. Incorporate real-world simulations to practice follow-ups in a controlled environment. 

Utilize CRM tools to track interactions and automate reminders, ensuring no opportunity is missed. Encourage professionals to develop a mindset where follow-ups are seen as relationship-building rather than just task completion. 

Regularly review performance and provide constructive feedback, creating a culture of accountability and continuous improvement.

Heena Grover Menon, founder of Samsarra Public Relations shares her advice, "Give it a day or 2 for them to carry it or plan to work on the said story. Don’t start following up every few hours or every day. This may mostly end up frustrating them and chances are your story will get dropped. 

A gentle reminder over a message or mail a day after depending on the urgency is recommended. Don’t make back-to-back calls even if the story is important to you.

Once you have shared the pitch and it has been confirmed by the journalist, wait for the story to be published. Mostly it takes 2 days to 3 weeks for releases or stories to be published. Again depending on the schedule of the publication or editor. After taking a gentle idea on the timeline, wait patiently for the story to appear. Track it on your own."

Neha Khilnani, founder of Connekting Dots, "For known journalists, I give them space. With new contacts, I always personalize pitches, tailoring them to the journalist’s style—a crucial step many overlook. Finally, timing is everything; awell-timed follow-up, paired with a compelling subject line, ensures the release gets the attention

it deserves.– Neha Khilnani, Founder of Connekting Dots