Especially now that PR professionals’ time is generously spent on coordinating social media initiatives, and in tandem with the ongoing changes in the publishing industry, the importance of traditional follow-up in media relations is the one component that has remained concrete in securing successful PR placements.
Relationships are evolving in quantity, and perhaps even in quality, but following up on a good story idea is a crucial part to strategic public relations. Reporters are still out the to get the best stories because those are their livelihood. Staying in touch with reporters and writers is necessary to keeping your network alive, but also provides an ongoing opportunity for follow-up. Maybe a story idea was good, but wasn’t the right fit for a particular issue or section. It might be a great fit down the line, or you might have to sharpen the pitch a little. Follow-up takes time, patience, lots of writing and calling, and a tons of persistence. In the end, the effort is worth it!
On a totally unrelated note: My mind lately has been on the deadly earthquakes both in Haiti and now in Chile, and having grown up in a very earthquake prone country, I still can’t imagine the pain hundreds of thousands people are going through.
Tags: conducting follow-up, Media Relations, pr tips, publishing industry, reporter follow up