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Crafting the perfect press release is only half the battle. What truly separates a winning press release campaign UK from a forgotten email is how you follow up. Without a strategic, timely follow-up, even the best story can get lost in a crowded inbox.
Let’s break down how to create a professional follow-up process that turns your outreach into meaningful media attention.
Why Follow-Up Is Crucial in Press Campaigns
Journalists receive hundreds of emails per week. Following up:
- Reinforces the relevance of your story
- Helps cut through inbox clutter
- Demonstrates professional persistence
- Offers new angles or supporting assets
- Can prompt coverage that would otherwise never happen
In the UK media landscape, silence doesn’t mean “no”—it often means “remind me.”
When to Follow Up (UK Timing Strategy)
| Stage | Timing | Notes |
|---|---|---|
| Initial Release | Tuesday–Thursday, 8–10 AM | Align with journalist inbox habits |
| First Follow-Up | +24–48 hours | Keep it short, respectful |
| Second Follow-Up | +3–5 days | Add value or updates |
| Final Nudge | +7–10 days | Only if story is still timely |
Bonus Tip: Always send follow-ups before noon for optimal visibility in the UK market.
What to Say in Your Follow-Up Email
Keep it brief, clear, and respectful.
Sample Follow-Up #1 (Light Reminder)
Subject: Quick follow-up on [Story Topic]
Hi [First Name],
Just checking in to see if you had a chance to review our press release about [headline/angle]. I believe it could be a great fit for your coverage on [topic].Happy to resend or provide additional quotes, images, or insights.
Best,
[Your Name]
Sample Follow-Up #2 (Add Value)
Subject: Additional info for [Your Release Topic]
Hi [First Name],
Following up with a new stat/quote/image you might find useful for your coverage.[Insert brief value-add or update—e.g., “Since sending, we’ve had 500 sign-ups in 2 days.”]
Would love to know if you’re interested.
Best,
[Your Name]
Best Practices for Effective Follow-Up
✅ Personalize every message – Refer to their past articles or tone
✅ Don’t overdo it – Max 2–3 touches per campaign
✅ Avoid attachments – Link to your hosted press release or media kit
✅ Include new angles – Think exclusives, local relevance, data insights
✅ Stay polite and professional – Even if you don’t hear back
Pro Tip: Journalists respect persistence with purpose. They don’t tolerate spam.
Tools to Automate and Track Follow-Up
You can improve the efficiency of your press release strategy with automation and analytics:
- Mailtrack, Yesware, or HubSpot: Track email opens and link clicks
- BuzzStream or Prowly: Manage media relationships and auto-send sequences
- Newsmakers UK CRM Tools: Track pickups and follow-up effectiveness
- Google Sheets + Gmail Add-ons: Manual but cost-effective workflow
Always log journalist preferences—some prefer DMs over emails, others don’t want any follow-ups.
What Not to Do When Following Up
- ❌ Don’t send large attachments
- ❌ Don’t CC multiple journalists at once
- ❌ Don’t guilt-trip or sound passive-aggressive
- ❌ Don’t follow up too frequently (daily = no)
- ❌ Don’t repeat the same message—add context or updates
Journalists are not ignoring you out of malice—they’re often just overwhelmed.
Metrics to Track Post Follow-Up
Track and evaluate your follow-up success with:
- Open rates and response rates
- Journalist feedback
- Media pickups or backlinks
- Clicks on links inside emails
- Social shares if the release goes live
This feedback loop sharpens your next campaign goals and outreach structure.
Conclusion: The Real Work Begins After “Send”
Effective follow-up isn’t annoying—it’s strategic. With the right tone, timing, and value, your follow-up process can be the difference between inbox silence and front-page coverage.
Respect the journalist’s time. Respect your story. And always follow through.
