Follow Up Is Key

Don't call me after you send me a press release. If I'm interested, I'll cover your news.

In PR, we hear this all the time. Many panelists at "Working With The Media" seminars will grumpily and firmly dispense that advice. No follow up. Period.

It's the wrong advice.

It may make life easier for the media, but it won't get you results.

The right advice would be "don't call me just to ask if I got your press release."

It's surprising how many PR people do just that.

Rookie mistake.

PR is about relationships. A relationship means regular contact between people. If you're doing your job right and you've sent out a press release, the next natural step is to touch base with your media friends and chat about what they're working on. You may find that they volunteer that they've received your press release and they even ask for more information.

If they don't volunteer that tidbit, think about how the focus of your release might serve that writer's current needs. If it doesn't, eventually move on to what you've been working on and ask if it is a fit for them currently.

The logical flow of the conversation should lead to asking if they "received the info I sent you on that a while back.” If they haven't seen it, offer to send it again.

This approach is organic. It feels natural. You're not checking up on the writer — you're touching base with them. And you're showing interest in what that writer is working on. You'll be more successful if you remember that it's not all about your press release. It's about two people helping each other to spread news.

Most press releases are sent via email today. Emails can get buried or diverted into spam folders. So, you can't assume that your press release has even been seen. But there's a way to approach the media about your news that's helpful to the writer — and can ultimately net you the coverage you want.

PR is all about relationships. Successful PR pros know that it's never about “hey, did you receive my press release?”