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  • Jerome Cleary

Mastering the Art of Follow-Up: Nurturing Media Contacts After Pitching Your Story for Publicity

In the fast-paced world of media relations, successfully pitching your story to journalists is only half the battle. The other crucial aspect is mastering the art of follow-up. Building and maintaining relationships with media contacts is essential for securing the publicity your story deserves. In this article, we'll explore effective strategies to follow up with media contacts after pitching a story.

Timing is Key:

Be strategic about when you follow up. Give journalists enough time to review your pitch but don't let too much time pass.

Consider the news cycle and deadlines of the specific media outlets you've pitched to. Timing can significantly impact the chances of your story being picked up.

Craft a Concise Follow-Up Email:

Keep your follow-up email concise, focusing on key points from your initial pitch.

Express gratitude for their time and consideration, reinforcing the value of your story.

Include any additional information that might enhance the appeal of your pitch without overwhelming the recipient.

Provide Newsworthy Updates:

If there have been any developments related to your story since the initial pitch, share them in your follow-up. This could include new data, events, or noteworthy achievements.

Highlighting the evolving nature of your story adds a sense of urgency and relevance, making it more attractive to journalists.

Personalize Your Approach:

Reference specific elements from the journalist's previous work or recent articles to show that you've done your research.

Tailor your follow-up to align with the journalist's interests and the tone of their reporting.

Offer Exclusive Content:

Provide the journalist with exclusive access to additional content, such as interviews, behind-the-scenes insights, or exclusive quotes.

Journalists are often looking for unique angles that set their stories apart, so offering exclusive content can make your pitch more appealing.

Be Persistent, Not Pushy:

Follow up consistently but avoid being overly aggressive. Respect journalists' busy schedules and deadlines.

If you receive a rejection or no response, use it as an opportunity to seek feedback. Politely ask if there were specific aspects of your pitch that didn't align with their editorial focus.

Utilize Different Communication Channels:

Mix up your communication channels to capture attention. In addition to email, consider reaching out through social media platforms or even making a brief, polite phone call.

Ensure that your communication channels align with the preferences of the journalist.

Attend Industry Events and Networking:

Attend relevant industry events and networking functions to meet journalists in person.

Building face-to-face connections can strengthen your relationship with media contacts and make your follow-ups more personal.

Mastering the art of follow-up is a critical skill in the world of media relations. By approaching follow-ups strategically, providing valuable updates, personalizing your communication, and being persistent yet respectful, you increase the likelihood of securing the media coverage your story deserves. Remember, building strong relationships with media contacts is an ongoing process that requires patience, diligence, and a genuine commitment to collaboration.



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