The art of the follow-up for journalists and bloggers

You made sure the press release contained detailed contact information—including an after-hours contact—yet you’ve received few, if any, replies.

Don’t feel insulted. Reporters are extremely busy and don’t have time to respond to the hundreds of emails they receive each day, but they also often miss genuine news that would be welcomed by their readership.

That’s the time for follow-up messages. Following up properly after sending pitches to journalists, influential bloggers and other online experts is one of the most vital PR skills. Here are some specific do’s and don’ts of successful follow-ups:

Know when to send follow-up pitches

First, accept the fact that some press releases are simply not worth a follow-up, writes Lisa Goldsberry at Axia Public Relations. In fact, press releases on minor staff appointments and updates to your organization’s website might not be worth a press release in the first place. If the reporter has ignored your news release, so be it.