8 Tips for Effective Follow-Up After Sending a Pitch
This practical guide presents eight strategic approaches to follow up after sending a pitch, featuring recommendations from seasoned public relations professionals. The article outlines balanced timing strategies that maintain visibility without overwhelming recipients, along with automation techniques that can effectively refresh communication. Readers will discover how to position themselves as valuable resources rather than nuisances, based on field-tested insights from experts.
Time Your Follow-Ups Without Overwhelming Journalists
While no one likes to get spammed with too many messages, a well-timed follow-up can be instrumental to achieving that first interaction with journalists who are inundated with communications from various sources. It is worthwhile to send a well-worded follow-up if you have received no response after at least two days. Briefly remind your contact who you are and the purpose of your inquiry. To save yourself time, create a follow-up template that can be modified with key details based on the communication du jour. Personalize your message so that your contact knows they are communicating with a human and not a bot and then practice patience.
If you still don't get a response, you can try another medium to reach them such as social media, or another channel in case your emails are getting filtered to spam. Just don't overdo it! The journalist may not have time to respond, have enough pitches, or simply not resonate with your message - that's fine! Don't burn bridges you'll want to try again in the future.
Automated Follow-Ups Can Refresh Email Visibility
We tend to have automated follow-ups (maximum two), unless a story is so hyper-specific to a certain journalist or publication where we will reach out in a custom manner.
However, we've found that an automated follow-up is often enough to bump an email to the top of an inbox and get the attention that the initial email may not have.
Become a Helpful Resource, Not a Nuisance
You know, for a long time, our approach to following up with journalists was a guessing game. We would send out a pitch, and then we would hope for the best. But a journalist's inbox is a battlefield. A generic follow-up is a sure way to get deleted. We learned that the only way to get noticed is to be a helpful resource, not a nuisance.
My preferred method for following up with a journalist is to be a helpful resource, not a nuisance. The key is to see a follow-up not as a way to get a "yes," but as a way to build a relationship. My preferred timing is to wait three to four business days after sending the initial pitch.
My follow-up email is simple and to the point. It's not, "Did you get my email?" It's, "I thought you might be interested in a trend we're seeing on the ground." I then share a piece of new, relevant information that I've learned from my operations team. This is a very different kind of follow-up. It's not a request; it's a gift.
The impact this had was a massive increase in our brand's credibility. The journalists saw that we were a company that was here to help. The follow-up was no longer a nuisance; it was a welcome addition to their inbox. My advice is that the best way to follow up with a journalist is to be a person who is a helpful resource. The best way to get a good story in the future is to give them a great insight today.
Add Fresh Value With Each Brief Reminder
Sending brief reminder messages that offer fresh insights or updates can significantly improve response rates after an initial pitch. These concise communications should add genuine value rather than simply asking for a reply. The follow-up should reference the original pitch while introducing a new angle or relevant information that strengthens the case.
Keeping these messages short shows respect for the recipient's time while still maintaining visibility in a crowded inbox. Making each reminder purposeful and beneficial increases the chances of engagement without becoming annoying. Consider scheduling these value-added reminders at strategic intervals to maximize their effectiveness.
Respect Media Deadlines When Planning Contact
Understanding and respecting the time constraints that journalists operate under demonstrates professionalism and increases the likelihood of consideration. Media professionals often work with tight publishing schedules and specific deadlines that vary by industry and publication type. Researching these timeframes beforehand allows for follow-ups that align perfectly with their workflow rather than creating unwanted pressure.
Timing communications to arrive when journalists are most receptive shows thoughtfulness and industry awareness. Following up too quickly or during known busy periods can damage relationships and hurt future opportunities. Review editorial calendars and typical response windows for each media outlet before planning any follow-up strategy.
Personalize Messages to Build Meaningful Connections
Authentic personalization in follow-up messages creates meaningful connections that generic communications cannot achieve. Each interaction should reference specific details from previous conversations or demonstrate knowledge of the recipient's recent work and interests. This genuine approach builds rapport and shows that real thought has gone into the communication rather than mass outreach.
Tailoring messages to address the unique needs or perspective of each contact dramatically improves engagement compared to template-based follow-ups. Taking the extra time to craft individualized messages may require more effort but yields significantly better results. Make a point to research each recipient thoroughly before crafting personalized follow-up messages.
Know When to Pivot or Conclude Outreach
Recognizing when to change direction or end a pitch campaign prevents wasted resources and protects professional relationships. After several thoughtful follow-ups without response, continuing the same approach often diminishes returns and can harm reputation. Smart communicators watch for signals indicating whether to modify their angle, offer something different, or gracefully conclude the outreach attempt.
The ability to pivot or walk away demonstrates strategic thinking and emotional intelligence rather than persistence without purpose. Setting clear internal guidelines about the number of attempts and response triggers helps make these decisions objective rather than emotional. Establish specific criteria now for when to adapt or abandon each outreach campaign.
Track Interactions for Strategic Communication Decisions
Implementing organized tracking systems enables data-driven decisions and prevents embarrassing follow-up mistakes. Documenting each interaction with details about timing, content, and responses creates valuable patterns for future reference. These systems help maintain appropriate spacing between communications and prevent duplicate outreach that might irritate recipients.
Modern customer relationship management tools can automate much of this tracking while providing helpful reminders for timely follow-up. Analyzing the collected data over time reveals which approaches yield the best results for different types of contacts and pitches. Invest in a reliable tracking method today to transform random follow-ups into strategic communications.