Press Previews gives your brand the opportunity to have meaningful conversations with media and to foster a relationship with them. It is important to follow up with your media representatives after the event to ensure that that newly developed relationship stays strong. What happens after the event? How do you ensure those great conversations turn into great stories? Keep reading for our tips on how your brand should follow up with the media.
Being timely is a top priority when it comes to media follow-up. Media live in a land of immediate opportunities and urgent deadlines, so waiting too long to follow up can mean the difference between the perfect placement and having your product filed away for future stories. After your initial follow-up, it is important that you understand the target’s publication’s cycle. Do they post daily? Weekly? Monthly? If you spoke with a member of the press about an opportunity four months away, be sure to mark your calendar about two months out to follow up again.
Remembering names and faces can be difficult, especially after a busy event. When following up with the press, it’s best to reference something specific about your conversation. Anything that might remind your target more about you and your brand is a good thing! Get specific, whether brand-related or off-topic. It won’t hurt your follow up. And remember, LinkedIn can be helpful if you need a refresher!
Your great conversation with media members at Press Previews was only the first step. Don’t be afraid to offer up new information or angles for a potential story when you follow up. You want to make your brand fit into the target publication and make that connection clear. It’s your job to demonstrate your brand’s value and how you want it to be framed in the press.
Finally, and maybe most importantly, don’t bother them! If you find yourself emailing someone repeatedly without a response, it’s time to move on from that pitch As our media partner Danielle Blundell mentioned, media receive emails non-stop and if you’re constantly flooding their inbox with information that doesn’t pertain to them, you’re on a one-way train to getting blocked permanently. Plus, if they’re not interested this time around, they may be in the future! It’s best to maintain the relationship for future opportunities.
Do you have any more suggestions on how to follow up after a media event? Let us know in the comments!