The importance of the follow-up
Posted by Tom O'Sullivan on August 06, 2010 in Industry comments, Public Relations with 0 CommentsIt’s something I hate doing. Picking up the phone to chase someone for feedback, to try and push a story, to push for something before a deadline is not something I enjoy or am terribly good at. But, and I know many journalists will vehemently disagree, it’s something that has to be done.
Journalists are busy people, but at the moment everyone is. If you send an email and the person is away, or gets an important call five minutes after reading it, then your story can be forgotten or ignored. A call to the journalist, and some additional information or colour over the phone, can often make the difference between a story being covered or not.
The real key is to be honest with the journalist. “I’m calling about that release I sent about a new paradigm shifting widget that will change the way we see ourselves in the cosmos”, is not a good way to start a conversation about a handy new portable mirror.
Don’t oversell your story on the call. Be enthusiastic but always try and see it from the journalist’s point of view. Are you calling because it is a good story or because your client is convinced it’s a good story? Most good journalists can recognise the difference and trying to hide it won’t endear you to them.
And as an example of how following up pays off, this blog has been written after a few requests from one of my colleagues. It does work sometimes.
Tom O'Sullivan 's work takes in strategic messaging and media training as well as event management and media relations. Tom is also interested in new technology of all kinds, especially new communications techniques.Find out more at Tom's Profile. Don't forget to subscribe if you'd like to hear more!
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