Coaches and parents everywhere love to remind athletes that it’s “all about the follow through.” Whether you play(ed) baseball, volleyball, football, soccer or any other sport, remembering to follow through has always been a key part of the game.

The same advice still rings very true with our clients at BLASTmedia. While we constantly have our “eyes on the ball” for top-tier media coverage, it’s equally as important to make sure we’re focused on the follow through. Getting a request from an editor is only the first step on the road to coverage, and sitting back with your fingers crossed rarely leads to the results clients expect.

From our experience, it’s the polite conversations, gentle nudges and reminders after the initial request that keep your client fresh in an editor’s mind and increase the chances of coverage. Be warned! The same rules apply with follow ups as they do with pitching – be courteous of the editor and his/her time. Overdoing it on the follow through can still land you on the Bad Pitch Blog.

Keeping that in mind, here are some tips on following through in a way that will keep you in an editor’s good graces:

Be persistent, not pushy

There is definitely a thin line between being persistent and professional, and coming across as annoying and pushy. Before following up with an editor, be sure you have done your homework. If you’re asking whether or not they have received a product, check the tracking number to see if it was schedule to have arrived. If you’re looking for online coverage, check the site to be sure the article hasn’t already posted before asking where it is.

It’s also a good idea to switch up your approach. You can always find other reasons to check in with an editor, rather than constantly asking the same questions. Occasionally ask if the editor has any questions about the product/service, if they would like any images or additional information or if they would like to speak with someone at the company. Commenting on recent articles from the editor also shows that you’re paying attention to their work. These are all great ways to ensure the editor has everything they need, and to open the discussion about their plans for coverage.

Stay organized

Keeping organized is always vital with media relations, but it’s especially true when following up. Whatever your personal system, be sure that you’re keeping track of your conversations. You should always know when you last followed up, and what response the editor gave. If they let you know they would have an answer at the end of the month, be sure you are giving them that amount of time before checking in again.

Your follow up schedule will also depend on an editor’s lead time. Be mindful as to whether your editor’s deadline is in a month, a week or a day and follow up accordingly. Checking in with someone at a long lead print magazine every week isn’t likely to give you any new answers, but it will increase your chances of having your next email or call ignored.

Stick it out

Just like your little league coach would tell you – never give up. Editors are busy, and you should expect some of them to not get back to you right away, or sometimes at all. Change your approach by spacing out your follow ups, check in on different days of the week or times of day and maybe touch base less often. Make sure you’re not relying solely on email by giving them a call every now and then as well.  Until you know that your client is or is not included, and you have seen the coverage come through, keep following through!

What has been your experience with following through with editors? If you have other tips to share, we’d love to hear from you!

Incoming search terms:

• its all about the follow through