Follow-up is an action undertaken by most PR professionals shortly after distributing a press release to the media. Literally, it means continuation, supplementation, observation – it is, therefore, nothing more than the next step taken by a PR professional to secure the highest possible number of valuable publications. Only a well-conducted follow-up call provides the opportunity to build positive relationships with journalists. Here are some principles of properly planned and executed follow-up:An appropriate media database is absolutely fundamental. If the database contains contacts to journalists not related to the theme of the sent press release, the chance of publication is minimal. Therefore, it is worth ensuring that it contains only contacts to people potentially interested in the topic we propose.Prepare for the conversation. A good knowledge of the topic discussed with the journalist is the basis for establishing fruitful cooperation. As part of preparation for the conversation, it is worth writing down key points you want to address.Call at the right time. If the information sent concerns an event taking place soon, follow-up can begin the next day. If it concerns a product or service, it is best to call 3–4 days after sending – so journalists have time to read the content, but no later than a week.Journalists are human too. During the phone conversation, do not recite the lead or a script – approach the topic casually but seriously. Try to engage the interlocutor – mention their previous articles and prove that the call to them is no coincidence.Record journalists’ responses. With a large media database, it is impossible to remember every journalist’s response, so it is worth noting their comments regarding publication confirmation, refusal, or lack of contact with the decision-maker. Notes help effectively monitor ongoing activities and organize work time.
Follow-up is an effective and reliable PR tool, and well-executed follow-up offers the chance to secure more valuable publications. Applying the above principles will certainly increase the effectiveness of conversations with journalists, who, thanks to such conducted talks, will be more willing to cooperate in publishing the materials sent.
Text author: Marta
