What is the most effective way to follow up on a media pitch?

Más allá de la regla de las 24 horas, lo que realmente marca la diferencia es tener una razón sólida para seguir en contacto con tus prospectos. En mi experiencia, he encontrado que establecer claramente el próximo paso es la clave para mantener la conexión y avanzar en el proceso de ventas de manera efectiva. Al hacerlo, demuestras compromiso y proactividad, lo cual es fundamental para construir relaciones sólidas con los clientes potenciales. Cada interacción es una oportunidad para agregar valor y mantener el interés del prospecto. Ya sea agendando una reunión, enviando información adicional relevante, o incluso recordando un evento o fecha importante, asegúrate siempre de tener una buena razón para seguir en contacto.

One key thing is to give space between your follow ups. Press are experiencing lower bandwidth now than they have in a while, so bombarding them with follow ups isn't necessarily going to help. And when you do follow up, try to offer something new with your story that wasn't in your initial pitch. Don't simply write that you're "checking in", give them something new that you didn't offer initially. Maybe tie your pitch in with a current trend to make it feel more timely and relevant. Convince the reporter that you're there to help with a story that's worth telling, and that you're here as an ally and not a nuisance.

o effectively follow up on a media pitch, timing is crucial. Reach out within a few days of sending the initial pitch, referencing key points and expressing continued enthusiasm. Provide any new information or updates relevant to the story, but keep communication concise and polite. Utilize multiple channels if necessary, and consider offering exclusivity or a unique angle to increase interest. Respect feedback and be flexible in making adjustments to improve your pitch's chances of coverage.

Determine how much your prospect wants to talk to you. If you're asking about something that may help them with marketing their business, a few hours is enough. If instead, they are reluctant to talk to you, you'll increase their reluctance if you're too aggressive. You'd be surprised at the number of times someone will insult you because you didn't prioritize their request. Don't do that!

Timing is crucial: Be respectful of journalists' busy schedules. Wait at least 24 hours after your initial pitch before following up, and space subsequent attempts 2-3 days apart. Three follow-ups are generally the limit. Personalization matters: Craft a follow-up email that acknowledges the journalist's name and specific interests. Avoid generic templates and offer relevant updates or new information not included in your initial pitch. Value is key: Don't just "check in." Remind the journalist how your story aligns with their audience's interests, offer exclusive access to data or interviews, or provide a fresh angle they might have missed. Show you respect their time by offering something valuable.

Cuando personalizamos nuestros mensajes, mostramos un interés auténtico en entender y resolver las necesidades de cada cliente. Desde hacer referencia a conversaciones pasadas hasta adaptar nuestro lenguaje para reflejar su estilo de comunicación, cada detalle cuenta. Si ya utilizas automatizadores, es importante establecer un embudo de ventas bien estructurado y recopilar datos relevantes sobre tus prospectos para agregar ese toque humano a tus mensajes de ventas. Por ejemplo, un CRM Omnicanal te puede ayudar a capturar detalles sobre las interacciones previas de cada cliente y que luego utilice esta información y personalice los mensajes de seguimiento en función de esos datos e incluso enviarlo por el canal favorito de tu cliente.

This is where relationships with media friends are invaluable. Try to establish an acquaintance before pitching. Journalists are much more likely to open an email from a name they recognize. The ‘form emails’ I receive all day long get a bit repetitive. Often my (filled-in) name that’s meant to be personal is a different font or size, clearly showing me it’s not personal. I know it’s not always possible, but ‘cold calling’ media is a tough thing to do, so try to get ahead of stories by making friends before you ever pitch them anything.

Begin by conducting thorough research on the journalist's background, areas of expertise, and recent articles. Take note of the topics they cover frequently, the tone and style of their writing, and any specific angles or perspectives they tend to favor. This information will serve as valuable insight into their preferences and priorities, allowing you to craft a follow-up message that resonates with them on a deeper level. In your follow-up message, reference specific articles or pieces of work that the journalist has published recently. Highlight how your pitch aligns with their beat or interests, and why you believe it would be a compelling addition to their coverage.

Do as much research as you can about the journalists and media outlets you’re pitching to: - - Look up the journalist’s previous articles, their style, tone, angle etc. How is your story newsworthy for them? Or does it provide another angle for a story they’ve already covered? - Research your target media outlets Who are their audiences and what are they interested in? Do the outlets have any political or other agendas that you need to be aware of etc? - Double check that both the journalists and media outlets are a good fit for what you’re pitching. - Finally, in your pitch to the journalist, demonstrate that you’ve done your homework.

Absolutely, personalization is key when following up on a media pitch. Sending a generic or automated message can come across as impersonal and may not resonate with the recipient. Tailoring your message to the specific journalist, their beat, audience, and previous coverage demonstrates that you've invested time and effort into understanding their work and interests. Mentioning mutual connections, offering genuine compliments, or referencing previous interactions or coverage can help establish rapport and build a connection with the journalist. It shows that you value their work and are genuinely interested in collaborating with them.

Todo mensaje debe aportar valor y esto implica ofrecer algo útil, relevante o valioso para tu cliente potencial. Puedes lograrlo al proporcionar información útil, resolver problemas específicos, ofrecer consejos expertos o compartir contenido de calidad relacionado con tus productos o servicios. Y crear el sentido de urgencia motiva a tus clientes potenciales a actuar rápidamente. Por ejemplo puedes destacar ofertas por tiempo limitado, promociones exclusivas, descuentos especiales o beneficios adicionales disponibles solo por un período determinado.

I used to work closely with a woman at an agency who had everything “ready” for me. She had the bullet point facts, the script, a tease for the story, social media options, and coordinated the expert *before* she called me with her pitch. All I had to do was edit and fact check. I ran her stories all the time, because in a very busy news world, that kind of content was gold. She was like an extension of the newsroom. That value of having so much of the work knocked out ahead of time was fantastic. Now that I’m out of the news and in a similar position, I try to follow her example. When I have a pitch, I supply everything I can up front to show them I’m willing to do as much (or as little) work as is helpful.

I find the most effective way to send a follow-up usually involves sending information that is important and would make the reporter more interested in your story. Do you have new data you can share? What about an excellent quote? Perhaps you can even share more relevant background information on your expert.

Emphasizing the value and urgency of your media pitch during follow-up is crucial for capturing the journalist's interest and motivating them to take action. Repetition or begging for attention can be counterproductive, but providing new information, insights, or angles that enhance the story's appeal and timeliness is key. Highlighting the benefits and outcomes of your story for the journalist and their audience, such as exclusivity, credibility, or engagement, can help underscore its relevance and importance. By articulating how your story aligns with the journalist's interests and adds value to their coverage, you increase the likelihood of them taking notice and considering your pitch seriously.

“After we analyzed more than 500,000 search results on Google, we found that the youth community in the Middle East prefers stories that help improve the culture of society and do not exceed 250 words.” This is a good example of journalistic value.

Mantener un tono educado y profesional en cada mensaje, demuestras tu compromiso con ofrecer un servicio de calidad y respeto hacia las necesidades y preferencias de tus clientes potenciales. Lo que contribuye a construir una base sólida para una comunicación efectiva con tus clientes. Aquí un ejemplo de tono en mensaje por email: 1. APERTURA: Espero que al recibir este mensaje te encuentres bien. Quería seguir en contacto después de nuestra reciente conversación sobre como nuestro servicio X beneficiará a tu empresa 2. CIERRE: Gracias nuevamente por tu tiempo y consideración. Si tienes alguna pregunta adicional o necesitas más información, no dudes en ponerte en contacto conmigo. Estoy aquí para ayudarte en lo que necesites.

Keep it short, sweet, and packed with punch. Remind them why your story shines and offer fresh, irresistible angles. This is how you should do it.

This is why it is so critical to develop trusted relationships with influencers. Successful media pitches are so much more than a moment in time or a catchy subject line.

When following up on a media pitch, maintain a polite and respectful tone. Use a clear subject line referencing your pitch. Keep messages concise, avoiding long rambles. Offer alternatives and ask open-ended questions. Sign off with contact details and gratitude. Avoid caps, spammy words, and attachments.

Being pushy and demanding won’t win you any favours and is more likely to put a journalist’s back up. So just be polite, helpful and offer to answer any questions they may have.

Take what I tell you seriously. If I say check back, do it. If I say we will run it and it doesn't appear, call me. If I say I'll try, I will but no guarantees. If you do not hear anything from me, 100% not interested.

What's helpful when following up is within 24-48 hours of pitch to review various media mediums to effectively measure the performance and outcomes of the pitch. For example go to social media to seek responses to the pitch. Review websites for change or podcasts for new topics pertaining to the pitch and so on and so forth. The intent of the pitch is to inform, educate, and/or inspire people to do something.

If you are going to be pitching stories in a particular field, get to know the reporters that you will be pitching. Become familiar with the stories they've worked on. Make sure you're only pitching them relevant stories. Hopefully, over time, the reporter will realize that you are reaching out to them because you have a story that makes sense for their beat and would be of interest to their audience.

Editors do not have time (or a desire) for pure "get to know me" meetings. Always bring at least one or - even better - several stories with you. And the easiest way to get into contact is meeting them on trade fairs. At least a lot of special interest media outlets will have a booth there, just ask for the Editor in Chief. Or visit panel discussions where they moderate, and talk to them later on.

Persistence pays, but be savvy about it, your goal is to spark their curiosity, not crowd their inbox. Nail the follow-up, and you’re one step closer to seeing your story in the headlines.

Establishing a healthy relationship with journalists is very important, and requires respecting this relationship, avoiding pushiness and embarrassment, and understanding the positions of others. This also requires choosing an appropriate time and method for communication, these two factors will differ from one person to another depending on culture, location, and way of thinking.

I would add that sometimes it's nice just to send an email to media without a pitch. I like to send short thank yous sometimes around holidays or after big pushes and always get a good response from the media I send it to.

Stay relevant: Align content with audience interests. Highlight intrigue: Feature compelling aspects concisely. Incorporate eye-catching images/videos. Avoid clickbait and prioritize transparency!

Deja de estar a la defensiva. Una de mis peores experiencias en Linkedin fue cuando busqué a la directora de relaciones públicas de una gran empresa de motores y generadores eléctricos. Quería hablar de machine learning. No la conocía a ella, así que le pedí a un amigo mutuo en la red que me la presentara. Él le mandó un correo un sábado en la tarde y ella al siguiente lunes me llamó diciéndome que por qué la molestaba en fin de semana. ¡Pero si yo no le mandé el correo y ella puede decidir cuándo checarlo! Me trató tan mal que tuve que buscar otra empresa competidora para obtener la información.

Journalists receive a 1000 mails and pitches a day. Give them a day before following up for their interest. For every pitch, make sure that you do not make multiple phone calls. Journalists are people too and are juggling between deadlines, story angles and pr requests. Try and make personal appointments before hand. Don’t get caught up in the digital age. A personal visit will always come in handy as people tend to connect over coffee rather than a text

Politeness and respect are essential in dealing not only with journalists but with everything. No one should be forced to hold certain opinions, ideas or stories. Everyone is free to choose what suits him. There is a difference between professionalism and pushiness or embarrassment. We must pay close attention to this.

Don’t reach out with a reach too far in advance but don’t wait until the last second either. Do follow up after 24 hours and, if you’re pitch it accepted send a “Thank you” message. It’ll be greatly appreciated and keep you top of mind.