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The Art of the Diplomatic Follow-Up With The Media

  • Jerome Cleary
  • Jul 8
  • 3 min read
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It's a common scenario: you've sent a brilliant pitch, tailored perfectly to a reporter's beat or a producer's show, and then... silence. In a world saturated with pitches, it's easy for yours to get lost. This is where strategic follow-up comes in.

1. Timing is Everything (Again)

Your initial follow-up shouldn't be immediate. Give them a reasonable amount of time to review your initial pitch – usually 3-5 business days. After that, your first follow-up should be a gentle nudge. Don't resend the entire pitch. A concise email, referencing your previous communication, is sufficient. Something like, "Just wanted to circle back on the pitch I sent regarding [client/topic] on [date]. I believe it would be a great fit for [reporter's beat/show segment] because [brief compelling reason]."

2. Add Value, Don't Just Reiterate

Subsequent follow-ups need to offer something new. If you're simply saying, "Checking in again," you're not giving them a reason to engage. Think about:

  • New Data or a Fresh Angle: Has a new statistic emerged that supports your pitch? Has your client achieved a new milestone?

  • Timely Hook: Is there a trending news story that your client can speak to? Can you tie your pitch to a current event?

  • Concise Case Study or Example: Can you provide a brief, compelling example of your client's impact or expertise?

  • Offer an Alternative Spokesperson: If your initial pitch was for one individual, do you have another expert within your client's organization who might offer a different perspective?

The goal is to provide a fresh reason for them to open your email and consider your pitch.

3. Be Respectful of Their Time and Role

Reporters and producers are incredibly busy. Every interaction you have with them should be brief, clear, and to the point.

  • Keep Emails Short: Get to your main point quickly.

  • Use Clear Subject Lines: Make it easy for them to understand the email's purpose at a glance.

  • Personalize, Don't Generalize: Refer to their specific work, their show, or their past articles. This shows you've done your homework.

  • Understand Their Deadlines: Avoid calling or emailing intensely during typical broadcast deadlines or print production times.

4. Know When to Pivot or Let Go

Being relentless doesn't mean being stubborn. If you've followed up multiple times with different angles and still haven't received a response, it might be time to:

  • Re-evaluate Your Pitch: Is it truly newsworthy? Is it relevant to this specific reporter or producer?

  • Target Someone Else: Perhaps your pitch is better suited for a different reporter at the same outlet, or a different media outlet altogether.

  • Archive and Revisit: Sometimes, a pitch just isn't right for the current news cycle. You can always archive it and revisit the idea in a few months with a fresh approach.

5. Build Relationships, Don't Just Pitch

The most effective PR professionals understand that media relations is about building long-term relationships, not just one-off placements. Even if a reporter doesn't pick up your current pitch, a positive and professional follow-up experience can lay the groundwork for future success. Offer to be a resource, even if it's not directly related to your current client. Share relevant industry insights, or connect them with other experts if appropriate.

Diplomatic relentlessness is a learned skill. It's about combining persistence with politeness, value with brevity, and strategic thinking with genuine respect for the media's role. Master this balance, and you'll significantly increase your chances of landing those crucial placements for your PR clients.


What strategies have you found most effective in your follow-up efforts?


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