10 Do's and Dont's Of Following Up with Journalists

Companies spend hours and even days to come up with a perfect media pitch. However, with a fully spammed email box or an X account, it's completely normal for a journalist not to respond to you.

But, here's the confusing part. Now that the journalist didn't respond, should your company send a follow up? What if the follow up makes your company look like:

• It is rushing things?

• Your company doesn't give any space to think for the Journalist?

Well, there's no need to worry. Follow ups are a part of media pitching and can help you convince journalists for PR (if done the right way).

Here are 10 Do's and 10 Don'ts Of Following up with journalists.

The Do's Of Following Up With Media Journalists, 10 Tips That Work!

1. Good Subject Lines ( Add A Human Touch)

A good subject line makes or breaks your follow-up.

Plus, never sounds too generic with headers like "Following up" or "Reply Soon".

Journalists receive hundreds of emails and the worst part for such subject lines? They go straight into spam boxes without a second glimpse.

For better, response, add emotions into the subject line. For instance, "Loved your piece on "How Humans Relate With AI". A quick follow-up on something related" grabs attention while showing interest in the journalist's work.

According to Finances Online, 33% of email recipients open emails based on subject lines alone.

2. Clear Follow-Ups Are the Best Follow-Ups

Follow-ups really don't need to have any fancy words or top-notch vocabulary. Just avoid jargon.

Instead, remind them of your initial pitch in one to two lines and state your purpose directly. For example, "Hi, I wanted to quickly follow up on my story idea regarding AI, which I sent on (date). I'd love to hear your thoughts or feedback!"

Clear communication shows professionalism and respect for their time, increasing your chances of a response.

3. Time Your Follow-Up Appropriately

In the world of following up, timing matters immensely. Following up too soon can come across as pushy while waiting too long might cause your pitch to lose relevance.

A good rule of thumb is to wait 2--3 business days after your initial email. If you're pitching news tied to a trending topic, ensure your follow-up happens quickly to match the news cycle. According to Cision's State of the Media Report 2023, 66% of journalists prefer to be contacted within 2--3 days if they don't respond to an initial pitch.

4. Add Some New Information

In many cases, journalists don't respond to your previous email because they're either:

• Too busy

• Still thinking

In both cases, a perfectly-structured follow up moves you into a win/win situation.

However, the follow-up should offer value, not just a repeat of your initial pitch. Add new details like updated statistics, a fresh angle, or additional quotes from industry experts. For example, if you pitched a product launch, share early customer feedback or media mentions.

5. Follow Up Through Different Media Channels

Email is the go-to medium, but exploring other channels will make your follow-up stand out. Use LinkedIn for professional connections or Twitter to engage with journalists who actively post there.

For example, a tweet like, "Hi, loved your recent piece on "Fintech Evolution". I sent you an email about a related story idea, hope it aligns with your interests!" will humanize your outreach. However, be cautious not to overstep boundaries.

6. Sound Polite

Politeness can go a long way in leaving a positive impression.

A follow-up email should always include a "thank you" for their time and consideration, regardless of whether they've responded.

An email should be like, "I appreciate how busy you must be, but I'd love your thoughts on my pitch." Avoid pushy language like "waiting for your response." Journalists will always get pushed away seeing a harsh tone. Instead, use sentences such as "Looking forward to hearing from you if this aligns with your schedule."

Politeness reflects professionalism and builds rapport.

7. Sound Positive With High Hopes of Success

A positive tone conveys confidence in your pitch without being overbearing. Use language that shows you're optimistic about the potential fit.

For example, in a sentence such as I truly believe this story could resonate with your readers and align with your coverage.

Pair this with a polite close like, "I'd be thrilled to collaborate with you on this." Positivity creates an inviting atmosphere, increasing the likelihood of engagement and keeping the door open for future pitches.

8. Talk About Their Work and Start a Conversation

Referencing a journalist's previous work is an excellent way to show genuine interest and start a dialogue. Personalizing your follow-up by mentioning their work makes it feel less transactional and builds a stronger connection.

9. Keep It Short

Journalists receive dozens of emails daily, so brevity is essential. A concise follow-up respects their time while conveying your message clearly.

Limit yourself to 3--4 sentences, and avoid unnecessary details. According to a study by Boomerang, emails between 50--125 words receive the highest response rates.

10. Know the Journalists and Use a Native Tone

Understanding a journalist's writing style, preferences, and tone is key to crafting effective follow-ups. Research their recent articles and mirror their tone. It could be formal, conversational, or somewhere in between.

For example, a casual tone works better for lifestyle journalists, while a more structured approach suits tech or finance writers.

The Don'ts Of Following Up With Media Journalists, Always Avoid These!

1. Don't Over-Follow

Over-following can harm your relationship with journalists. Bombarding them with emails every day or repeatedly asking for updates makes you appear unprofessional and pushy.

Stick to a single follow-up after 2--3 days, and if there's no response, wait at least a week before reaching out again. And after 2 follow ups, it's high time that you consider moving on.

2. Don't Sound Too Desperate

Desperation is a red flag in follow-ups. Avoid phrases like "This is my only chance!" Instead, maintain a professional tone that conveys confidence.

For example, replace "I hope you'll give me a chance" with "I believe this story could genuinely interest your audience." Journalists are more likely to respond to pitches from sources who present themselves as reliable collaborators.

3. Stop Being Too Demanding

Demanding immediate responses or pressuring journalists to prioritize your pitch can be counterproductive. In follow ups, avoid demanding statements. Respect their schedules and workloads. Instead, use a polite nudge such as, "If you need any additional information, I'd be happy to provide it at your convenience."

4. Avoid Irrelevant Information

Journalists value concise, on-topic communication. If your pitch is about a new tech product, don't include unrelated personal anecdotes or a full company history in the follow up email. Stick to the story's key aspects.

5. Don't Ignore Their Requests

If a journalist asks for specific details or additional materials, not responding promptly or providing incomplete information will hurt your credibility. Ignoring such requests signals unprofessionalism and suggests you're not serious about the collaboration.

6. Don't Send Follow-Up Emails on Weekends or Holidays

When sending follow-ups, never reach out on weekends or holidays when journalists are less likely to check their inboxes. Emails sent during these times often get buried under Monday morning clutter.

A study by CoSchedule revealed that Tuesday through Thursday are the best days to send professional emails. Time your follow-up during working hours midweek to increase the chances of a timely and positive response.

7. Don't Use Excessive Exclamation Points or All-Caps

Overusing exclamation points or writing in all-caps can make your follow-up appear overly aggressive or unprofessional.

For instance, instead of saying "WILL BE AWAITING YOUR RESPONSE!!" opt for "I'd greatly appreciate your feedback." Excessive punctuation or capitalization can even be perceived as shouting, which may turn journalists off.

8. Don't Expect an Immediate Response

Journalists are busy and often work on tight deadlines, so expecting an immediate response can set you up for disappointment. If you don't receive a reply within a few days, give them time, sometimes even weeks.

9. Don't Ask for Exclusive Access

Asking for exclusive access to a journalist's coverage or story can be seen as presumptuous and unnecessary. Journalists prefer a collaborative approach rather than being boxed into exclusive terms right away.

10. Don't Take Rejection Personally

Rejection is a part of the pitching process, and it's essential not to take it personally.

Journalists receive numerous pitches and may not be interested in yours due to timing, relevance, or editorial focus.

So, instead of reacting emotionally, view it as an opportunity to refine your pitch for future outreach.

Wrap-Up:

So, there we have reached the end of our 10 do's and don'ts of following up with journalists.

But, before we wrap it up, always remember the golden rule.

Following up with journalists is an art, a strategy that requires balance, timing, and respect. By avoiding common mistakes and focusing on authentic, well-timed outreach, you can stand out in a crowded inbox.