Journalist explains when and how to follow up a pitch

Haven’t heard back from that reporter you’ve pitched two days ago? Take this advice from someone on the other side of your follow-up phone calls.

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I invariably reply, “Huh? Who?” And then try to piece together the fragments of my brain that remember what she’s talking about. Even after she’s done describing the client and the pitch, I usually still don’t know.

Email inboxes are a black hole for PR pitches. Like many journalists, I get a minimum of 200 emails a day, a majority of which are press releases and pitches. Some of the content is excellent and well placed, but most of it is junk—either poorly targeted or plain old boring.

The journalist/PR relationship should be symbiotic, and there are a number of professionals out there who work extremely hard to make sure that is the case. Check out these tips for effective follow-up to make sure you’re among the group that’s making this relationship stronger:

Do follow up. Following up is not inherently bad. A quick, “Hey, do you think this is a fit for your publication?” followed by a few quick facts about your client is an excellent way to stay top-of-mind in a non-intrusive way. I respond to emails and then delete them as a way to keep control of my inbox. Your response and follow up is basically the only way to make your placement happen, just go about it in a smart way.

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