| To follow up or not to follow up: The media is not | | | | do a story. |
| overly fond of follow-up calls. They get hundreds of | | | | It's surprising how many people approach the media in |
| calls a day and most are from people who are trying | | | | a confrontational or threatening way -almost berating |
| to convince them to cover a completely inappropriate | | | | the media if they pass on a story idea. Remember |
| story. Put yourself in the place of an editor or segment | | | | editors and segment producers have thousands upon |
| producer. You have a story to finish. You're on a | | | | thousands of stories pitched to them every day. They |
| deadline and every five minutes you're receiving calls | | | | don't need your story; they need a story that fits their |
| from people trying to sell you another useless story | | | | audience. Your job is to make your story one that |
| idea, or trying to monopolize your time. After a while | | | | meets their needs. So don't demand they use your |
| you get angry, and rightfully so. | | | | ideas. Don't try to bully the media or beat them into |
| If you are unprofessional in how you address the | | | | submission. Become a resource. Keep developing |
| media, or verbally harass the media, you're going to | | | | story ideas. These are people who you want as your |
| destroy any interest that your press release may | | | | allies. If you receive a "no" to a pitch (which I guarantee |
| have created. Making follow-up calls is important to | | | | you will), remember that the "no" is not directed at you |
| any effective public relations campaign. It's the only | | | | or even at your story, but at the angle you chose to |
| way to verify that the media received and | | | | pitch. Go back to the drawing board, develop a new, |
| understands your pitch, but it's a dangerous road for a | | | | more compelling angle, give it some time and then |
| novice. If you do call, don't call to sell them anything. | | | | re-pitch the new idea. |
| Remember, you are calling to make sure that they | | | | To learn more about follow-up rules, check out |
| received the information and to offer yourself as a | | | | Follow-up Etiquette. |
| resource. You are not calling to beg or cajole them to | | | | |