All PR pros know the dreaded feeling of sending out a really great pitch only to be met with… nothing. It’s an unfortunate side effect of an age in which we are competing against a journalist’s time, deadlines and flooded inbox. You already know that an email or quick phone call when appropriate is usually a best bet in getting a response if you don’t hear back after the first pitch.
But instead of the standard “Are you interested?” note, think of the follow-up pitch as a second chance to sell a journalist on your story’s value proposition. Here’s how:
Back it up with data
Imagine that your client is the CEO of a small restaurant chain and you’re pitching a story to restaurant trade publications on retaining millennial customers. It’s likely that your first pitch drove home the value of obtaining millennial dollars. However, if you insert a credible statistic in your follow-up about how 95% of millennials are members of restaurant loyalty programs, it suddenly heightens the significance of your proposed story angle even more.
Verify your client’s expertise and validity
Journalists want quotes from reliable sources that can round out a story with insightful, valuable perspective. Solid evidence that your client is an industry expert can oftentimes be the difference between journalists wondering why they should care versus them viewing the client as a knowledgeable source.
If they didn’t respond after the first pitch, try providing some metrics of success. Did your client recently win a highly regarded industry award, or are they a former executive at a renowned company? Did their current company recently receive a generous amount of funding, increase a huge uptick in revenue or soar to a high valuation? Mention that in the follow-up, but make sure you keep it concise — you don’t need to list every award your client has won within the past five years.
Provide a further element of personalization
You already know that your media relations efforts should steer clear of impersonal, blind mass pitches. But when you implement another layer of personalization into a follow-up pitch, you demonstrate a true vested effort to give journalists content that aligns with their areas of coverage. Whether you’re pitching a new fitness tracker to an editor who specializes in wearable technology, or holiday retail data to a consumer retail reporter who covers spending trends each year, a quick reminder that drives home why you’re pitching that specific journalist shows your commitment to cultivating strong relationships.
Looking to get some coverage for your brand using masterful media relations and follow-up? Contact Lindsey Groepper to find out how BLASTmedia can help.
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