How to Follow up on Press Releases
Following up on your press release after it has been sent to the media is one of the most important aspects of landing publicity for your business. Therefore, you should make a diligent effort to check on your release by using the following methods.
Call - Place a phone call directly to the reporter, editor or department to “check on” the release. Inquire if they received the release, have any questions and need any additional information, photos, samples, etc. Ask the contact to suggest other departments/sections of their newspaper where you should send your release. The underlying objective is to prompt the media to pull your release from the pile and give it a closer look. Take advantage of the opportunity to briefly “pitch” major points of the release and show how it relates to and/or can benefit readers. The extra attention can help give your release an edge over the vast amount of others vying for attention. In addition, the reporter may immediately be able to indicate whether there is any interest in your release.
If the contact person cannot instantly confirm receiving your release, don’t be surprised. Your release may have been stored away and is not readily available. Simply call back and check on the release later. If you receive a voicemail (which is likely) leave a message with a brief description, the date on which your release was submitted and your contact information. And if your press release promotes a time-sensitive event or topic, make sure you emphasize this to the media.
Email - Email the media to inquire if additional information is needed. Your initial email may have gotten pushed to the bottom of the list or deleted. You might also paste your release in the body of the email for the reporter’s reference. Your message should indicate that you are resending the release and are available to provide interviews, photos and background information. If the release promotes a time-sensitive event, such as a seminar, be sure to point this out your message.
Fax - Fax the release again. In the cover letter, inquire if additional information is needed. Your faxed hardcopy will be placed in the mailbox of the contact person or an editorial assistant, to serve as a back-up for any releases you may have emailed. Don’t worry about over sending. It won’t hurt to send multiple copies of your release to the media contact or to different departments/sections within the media. Write: Consider contacting the media by mail to inquire if they need extra information such as samples, photos, etc. to accompany the press release that you previously provided. Or you may simply indicate that this additional material is available upon request. You may also want to include a copy of the original press release—to refresh their memory. If at all possible, address your written correspondence to a specific person or department/section of the newspaper, so that you can follow up accordingly.
Final Thoughts…
Keep in mind that press releases can take a few weeks or even months to “move” through the system, especially with larger media outlets. During that time, it is important to follow up several times, so your release does not get lost in the shuffle. The amount of follow up required will depend on a variety of factors, such as timeliness, relevance, interest and newspaper size/staffing. If you fail to receive a positive response from all your follow-up efforts, don’t get discouraged. You might have better luck submitting another release on a different news angle. Remember: If first you don’t succeed, try, try again.
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