The crux of follow-up: How do you follow up with journalists without getting on their nerves?

By Elisabeth Borski

“Hello—it's me again”. Ah, the art of the follow-up. It's a delicate dance, a subtle blend of persistence and politeness. Whether you're a PR professional, marketer, or someone needing to capture a journalist's attention, you know that following up is essential. So, what exactly is a follow-up? In the communications world, it's the second or third email you send to a journalist after your initial pitch. But how do you do it without being annoying? Here's your guide to mastering the follow-up without getting on a journalist’s nerves.

Timing is everything

Imagine you're at a party, and someone keeps tapping you on the shoulder every five minutes. Annoying, right? The same principle applies to following up with journalists. Give them some breathing room. A good rule of thumb is to wait about a week after your initial pitch before following up. If it's a time-sensitive story, two or-three days might be appropriate. Remember, journalists are juggling multiple stories, deadlines, and sources. 

Be polite, be professional

Start with a friendly greeting and a quick reminder of your initial pitch. Avoid sounding accusatory or impatient. A simple, “Hi [Journalist’s Name], I hope you’re doing well. Just following up on my previous email regarding [topic].” can work wonders.

Keep it short and sweet

Journalists are often swamped with emails. They don’t have time to wade through a novel-length follow-up. Get straight to the point. Reiterate the key points of your pitch concisely. Highlight why your story is newsworthy and relevant to their audience.

Consider offering something new

Give them a reason to reconsider your pitch. Maybe new data has emerged, or there’s a fresh angle that makes your story even more compelling. Offering an exclusive interview or additional resources can also make your follow-up more enticing.

Personalize your approach 

Journalists can smell a generic email a mile away. Tailor your follow-up to show that you’ve done your homework. Reference their previous work, mention how your story aligns with their beat, and avoid mass emails at all costs. A little personalization goes a long way in showing that you respect their time and expertise.

Be helpful, not pushy

Your goal is to make the journalist’s job easier, not harder. Ensure your pitch includes all the necessary information and resources, such as links to sources. Offer to assist with anything they might need—additional information, sources, or visuals. Avoid making demands or putting pressure on them. A helpful attitude is much more likely to yield positive results.

Respect their decision and know when to step back

If after a couple of follow-ups you still haven’t heard back, it might be time to step back. Over-following up can quickly turn you from a professional contact into a pesky spammer. Respect their space and wait for the next appropriate opportunity to engage. Sometimes, despite your best efforts, a journalist might pass on your story. Respect their decision and don’t take it personally. Maintaining a positive relationship is crucial; you never know when they might be interested in your next pitch.

Wrapping Up

Following up with journalists can feel like navigating a minefield, but it doesn’t have to be nerve-wracking. By being respectful, concise, and considerate, you can build positive relationships with journalists without getting on their nerves. Remember, it’s all about balance—showing persistence without being pushy, and being helpful without being overbearing. Happy pitching!