You only get one chance to make a good impression…but what if we told you that you get two?
Let’s say your client has a special report to share with the media that will grab the nation’s attention. You’ve sent your best written pitch–both timely and tailored for a major news story. You know it has headline potential and exactly what the reporter is covering at the moment and yet…crickets. Digital silence. Before you take it personally, consider this: Nearly half of journalists receive an average of 50 pitches per week. So your pitch may not be bad or out of tune; it’s just buried under 29 other equally great pitches from the same week.
Two competing thoughts take over: Do I follow up and risk annoying the reporter? Or do I try again and potentially create a relationship and even secure coverage? The good news is that when done strategically, following up is not annoying at all, it’s beneficial. Think of it as another chance to reintroduce yourself, but this time you have a roadmap for doing it the right way.
When to follow up?
In PR, timing is crucial–not only to provide ease to antsy clients, but to stay ahead in a fast-paced news cycle. If you wait too long to follow up, you risk losing momentum. If you reach out too soon, you risk coming off as pushy or “aggressive.” However, persistence is important. While it’s difficult to be at the right moment and right time with every pitch, here is the approach we recommend:
- Avoid Mondays. Reporters are catching up from the weekend. Consider scheduling follow-ups to be sent on Sunday (some may like an early start of the week). Aim for Tuesday -Thursday.
- First email follow-up: 2–3 business days after your initial outreach. (For breaking news? Shorten this window to 24–48 hours or even less if it is really, really, really timely. But just be really, really, really selective)
- Second follow-up: 4–5 business days after the first.
- After two follow-ups: Stop. If it wasn’t the right fit, continuing to push can hurt your relationship with the reporter.
- Bonus points: If you know the reporter and/or if your news is topical/timely and relevant for a phone call, dial for a media win. But, also don’t irritate them to the point of spamming!
What you bring to the table matters.
Picture the frustration you feel when a salesperson is trying to sell you something you don’t need. That discomfort is akin to what a reporter feels regarding a pitch that missed the mark. They write about health care and you’ve pitched a story on language learning models–it’s irrelevant. Now reimagine the same scenario, but the salesperson is offering something beneficial to you. In this context, they are adding value. Similarly, when you follow up with the reporter, you should bring something new to the table such as fresh context, new angle tied to breaking news, or updated information. This will make their job easier in return. You become helpful to them, but not intrusive.
Reframing the “No”.
Not getting a response on one pitch, doesn’t mean it is a “no forever”. Silence isn’t final and you still have an opportunity to engage strategically. Keep it short (3-5 sentences max), reference their most recent work to show how your story fits. Be respectful of their time and remember–whenever you send a pitch, or follow up with a reporter, you are not simply securing temporary coverage. You are planting a seed for potential collaborations in the future.
Actionable Steps:
Revisit your original pitch: Does your subject line grab attention? Is your hook strong enough? Adjust before re-sending.
Add something new: Provide updated information, fresh data, or an exclusive visual.
Personalize: Show you’ve done your homework. Why does this story matter to them? Why does it matter to them now?
Track everything: Use a simple spreadsheet or CRM to log outreach dates, follow-ups, and responses.
Sample Follow Ups:
Follow-Up With a New Angle
Subject: New angle on [topic] you covered
Hi [First Name],
Just read your article on [topic]—your take on [specific insight] was especially interesting. It reminded me of a recent conversation I had with [expert], who has been tracking [topic/issue] closely.
Since we last connected, [new development/data/expert insight] came out that adds a fresh layer to the conversation. [Expert] can offer deeper context on why this is happening and how it’s shaping [related industry/trend].
If this sounds relevant, I can send you the quick highlights or arrange a time for you to speak directly with [expert].
Best,
[Your Name]
2. Offering Thought Leadership
Subject: [Topic]: expert available to weigh in
Hi [First Name],
I saw your coverage of [breaking topic]. The take on [highlight a specific point you found interesting and how it ties to your client], was spot-on. If you’re looking to expand on this, [Spokesperson Name], [title] at [Company], can add some perspective, including:
- [Unique takeaway or contrarian POV]
- [A prediction or challenge ahead readers might not expect]
They’re available [day/timeframe] or can send over a short written statement if that’s easier for you.
Thanks,
[Your Name]
When to walk away:
Persistence is valuable, however don’t become relentless. Maintaining professionalism, and knowing when to step away is key to keeping the door open for opportunities in the future. Becoming “too-pushy”, can potentially hurt the connection with the reporter. Instead, gracefully walk away and revisit in the future with a new and relevant story.
Sometimes in PR, the second chance is the one that really counts. When done correctly, a follow up can become a bridge to strengthen the relationship with the reporter, and to create new opportunities for future coverage. So don’t be afraid to refine your original idea, add value to your story, and most importantly reimagine your pitch.