Can you remember an idea for a story that you launched a year ago that resulted in no news coverage of any kind?
If so, how quickly could you respond if a reporter called you today to cover the story? Would you start fumbling for words or asking stupid questions like “Who did you say you wanted to interview?” Or would it be ready, in a second’s notice?
Sounds ridiculous? Well, it happened to publicist Jill Lublin, who knew how to handle it, and it can happen to you too.
A few years ago, Jill submitted an idea about one of her clients, a professional speaker, to Meeting Planner magazine. Despite several follow-ups, he never got a reply.
“Then a year later, count them, 365 days later, I got a call and this reporter said, ‘Yes, we want to do the story and, by the way, tomorrow. Are you ready?’ And, of course, the answer is yes, it is always ready when the media calls it. “
That’s some valuable advice regarding follow-ups. Never assume that a story pitch is dead.
Jill, co-author of the book Buerrilla Publicity, “also says:
When you follow up, remember The Rule of 7. That means you should follow up seven times, using a combination of phone calls and emails, before you stop contacting reporters. But always be prepared in case they call you.
Never follow up on routine press releases announcing things like promotions or awards you’ve won, or they’ll see you like a plague. It is best to invest your efforts in following up on the most important stories you have submitted.
When following up, focus on the benefits. Explain how the idea you are presenting is the solution to a problem, and do it quickly, in less than 30 seconds.
When calling or emailing, don’t say, “Did you get my press release?” or “I’m following a call I made two weeks ago.” Jill says, “I usually say, ‘I sent you information.’ That’s my keyword for the press release. What I found out from talking to the media is that they hate when you call them and say, ‘Did you get the press release? press? “What they love is that you talk about the information in terms of how they can easily use it and why they would care. Really. That’s the bottom line. Why would they care?”
When following up, never, ever ask a reporter to notify you when the story is printed, or to send you a certain number of copies of the story. It’s your job to monitor the posts, then call the circulation department and order whatever copies you want. Expect to pay for them.
Jill shared dozens more tips for follow-up during a 2003 live teleseminar called Failsafe Ways of Follow-up after submitting a press release or cover letter. “
