The Art of Pitch Follow-Up: How to Tactfully Land Media Coverage

  Landing media coverage can feel like climbing Mount Everest: a long, arduous journey with a summit that offers incredible rewards. You've meticulously crafted the perfect pitch, targeted the right journalists with laser focus, and hit send.

Now comes the nerve-wracking wait. Days pass, and your inbox is eerily quiet. 

Should you follow up? Absolutely! 

After two decades experience pitching media, I can assure you that the real action often comes in the follow up communications to your initial pitch. But there's a delicate art to the follow-up email, one that can make the difference between securing that coveted interview and landing on a journalist's blacklist.

Respect the Climb: The Importance of Timing

Imagine you've just sent your pitch, eager for a response. Journalists, however, are often on their own expeditions – juggling deadlines, chasing leads, and navigating a constant barrage of emails. Resist the urge to bombard them the next day. Give your initial pitch some breathing room, ideally 3-5 business days. This allows them time to process your message amidst the daily chaos.

The Courteous Climber: Keeping it Short and Sweet

When it's time to follow up, channel your inner courteous climber. A concise and polite email is all you need. Briefly remind the journalist of your name, the topic of your pitch, and its potential value to their audience.

Adding Value to the Ascend: The Art of the Gentle Re-Engagement

Here's where you can take your follow-up a step further. Perhaps you've stumbled upon some new data or developed a fresh angle on your story since sending the initial pitch. Briefly mention this new information in your follow-up. This subtle nudge demonstrates your continued engagement with the topic and adds a layer of freshness to your story.

Knowing When to Descend: When to Let Go

Remember, even the most experienced climbers know when to turn back. While persistence is key, there's a fine line between following up and pestering. Generally, one or two follow-up emails are considered acceptable. If you don't hear back after that, it's time to thank the journalist for their time and move on to another prospect. There are plenty of other journalists out there who might be a perfect fit for your story.

Beyond the Summit: Building Relationships

The follow-up isn't the end of the story. Consider it a stepping stone on a longer journey of building relationships with journalists. By following these tips and demonstrating respect, you'll establish yourself as a reliable source with valuable stories to tell. This, in turn, can lead to future opportunities and a more fruitful media outreach strategy.

Happy pitching!