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You’ve crafted a flawless press release, optimized it for SEO, and distributed it across the right channels. Now you wait for coverage… right?
Wrong.
One of the most critical, yet commonly ignored steps in media outreach is the follow-up. For UK businesses, failing to follow up with journalists can mean your story dies in the inbox.
This final article in the series explores why you need to follow up, how to do it without being annoying, and how it can make or break your media success.
Why Most Press Releases Fail Without Follow-Up
Even the best release can get buried beneath:
- Hundreds of daily pitches
- Breaking news cycles
- Tight editorial deadlines
- Misrouted or spam-filtered emails
Your press outreach needs to be persistent—but respectful.
Top Reasons to Follow Up
✅ You Ensure the Release Was Received
Email deliverability isn’t perfect. Your first message may have landed in Promotions or Spam folders.
✅ You Build a Real Relationship
Following up shows you care about their time and relevance—not just about your agenda.
✅ You Can Offer Something Extra
Sometimes journalists want more than the release—exclusive data, a spokesperson quote, or embargoed access.
✅ You Remain Top-of-Mind
Busy editors might bookmark your story and forget it. A polite nudge brings it back into focus.
Best Practices for Effective Follow-Up
1. Wait 1–3 Business Days
Give editors time to digest your initial pitch. Wait 24 to 72 hours before your first follow-up.
❌ Don’t follow up within hours.
✅ Do follow up midweek (Tues–Thurs) during office hours.
2. Keep It Short and Focused
A great follow-up email is brief, relevant, and polite.
Example:
Subject: Quick follow-up – SolarNova AI Battery Launch
Hi [Name],
Just wanted to follow up on the press release we shared earlier this week about SolarNova’s £8.2M raise and new AI battery tech.
Happy to provide images, quotes, or an interview with the CEO if you’re interested.
Best,
[Your Name]
3. Offer an Angle or Update
Did something new happen? Was there unexpected traction? Give editors a reason to revisit your story.
“Since the announcement, we’ve already onboarded 3 new enterprise clients—happy to share details.”
4. Be Personable, Not Pushy
You’re not demanding coverage—you’re inviting engagement. Respect their workload.
Avoid:
- ALL CAPS SUBJECT LINES
- Repeated follow-ups without new info
- Guilt-tripping or “checking again” 5+ times
Instead, aim to build trust, not pressure.
Use Tools to Manage Follow-Ups
Consider tools like:
- Prowly or Prezly for media CRM and follow-up tracking
- Yesware or Streak for open tracking and templates
- Google Sheets if you’re doing it manually—track name, outlet, date contacted, follow-up status
Maintain a system so you’re not duplicating or missing outreach opportunities.
Personalize Whenever Possible
Mass blasts get ignored. When you can, mention:
- Recent stories the journalist published
- Why your press release fits their beat
- Shared connections or relevant events
“Saw your recent piece on clean energy funding—this fits that trend directly.”
This increases the chance of a response.
What If They Don’t Reply?
It’s okay.
- Most pitches are ignored—not because they’re bad, but because of volume.
- Don’t take it personally.
- You can follow up once more after 3–5 business days with a final check-in.
After that, move on—but keep them on your future distribution list if they’re a good match.
Conclusion: Follow-Up Is Where Visibility Happens
The biggest mistake in press release distribution isn’t a bad headline or poor structure—it’s doing everything right… and then doing nothing.
Follow-up is where media interest turns into actual stories. It’s the bridge between release and result.
For UK businesses aiming to build credibility and coverage, mastering the follow-up is not optional—it’s your final and most strategic move.
