¿Cómo se puede hacer un seguimiento eficaz de un comunicado de prensa?

- Tener una relación cercana con los periodistas - Hacerles follow up - Siempre preguntarles sin necesitan más información - Posicionarse como referentes de un rúbro/industria

To effectively follow up on a press release, it's crucial to strike the right balance between persistence and professionalism. When communicating, acknowledge the journalist's busy schedule and express understanding of the volume of emails and calls they likely receive daily. Focus on offering value by highlighting the relevance and newsworthiness of the press release to their audience. Provide a clear and compelling reason why the release should be of interest. Emphasize any unique angles. Be prepared to answer any questions they may have and provide additional resources to support their coverage. Maintaining professionalism throughout the follow-up process is essential. Remain courteous and responsive to any feedback from journalists.

Before sending press releases to journalists, PR people must understand their beats, coverage patterns, and audience. This will enable PR pros to follow up with customized pitches that demonstrate how the news is relevant to the reporter, outlet, and its readers. Follow-up efforts should be professional. Offer 1-2 potential angles that may compel the reporter to respond. Follow-up should offer a company spokesperson who can address the news and a customer, analyst, or industry expert who can validate the importance of the news and its relevance to the audience it's trying to serve. If an interview is scheduled, be sure to follow up to confirm the reporter's availability. Always follow up to thank them and answer any additional questions.

É importante entender qual veículo alcança os destinatários nos quais vc quer chegar. Para públicos de nicho, veículos de nicho. Mas, para público geral, veículos que tenham mais capilaridade, seja municipal, estadual ou nacional.

The operative word is "delicately". You need to understand the sheer volume of emails and story pitches that come across a journalist's desk. One particular irritant they often cite is people calling to "ask if they received the press release". To start with, arm yourself well in the initial communication: have a well-thought-out and crafted subject line and a good summary in the body of the email. Having said all of that, there are numerous instances in the past when I have connected with a journalist following up a press release where they just missed the email and were grateful to have it pointed out: stories resulted. My suggestion is to get straight to the point, pick a time that is not close to deadline, and be simple and direct.

- é legal, no primeiro parágrafo, já deixar claro o objetivo do e-mail. Poucas palavras, objetividade. - Números são sempre bons, e ajudam o jornalista a construir a notícia - Pode ser que, naquele dia, a pauta não sirva. mas, em outro, pode render. Ps: só não encha a caixa de entrada de mensagens. Vá aos pouquinhos construindo seus contato, e lembre-se que isso leva tempo ;)

- Use your research to customize each pitch to that specific journalist. Show them why this story is perfect for them specfically. - Keep it short: 68% of journalists prefer pitches <200 words. - Schedue your pitch to go at the right time: 67% of journalists prefer to receive pitches between 5am and 12pm in their time zone asearly in the week as possible. i.e. Mon or Tue - Follow-up 3-7 days after your initial pitch. If the journalist doesn't respond after the follow-up, they're not interested.

You can kill a PR campaign by not understanding how the people you're pitching like to be communicated with. My contact list massively varies -- some only want to email, while others would rather speak on WhatsApp, Twitter DM, Signal, phone call, etc. Also take the time to understand their schedule - for example if you know they have editorial meetings on Mondays at 11am, you may want to follow up before then so they can take something into the meeting. Or avoid reaching out when you know they have editorial deadlines as they'll likely be overwhelmed and not appreciate your call.

After issuing a press release, ensure to promptly reach out to media contacts to gauge their interest. Provide additional information or offer interviews as needed. Maintain professionalism, persistence, and readiness to supply supplementary materials to enhance the likelihood of securing coverage.

Always customise your pitch. Reporters don’t need another advertisement, which let’s face it — what 99% of your releases are, instead provide them with a news STORY that serves their readers.

You've gotta do it with a mix of persistence and politeness that's just right. Think of it as nudging someone gently—they're busy, you get it, but your story's too good to miss. There's this classic example where a small tech startup sent out their launch press release and, instead of just waiting around, they followed up with personalized emails to key journalists. They kept it super friendly, mentioning how their product could relate to the journalist's recent articles. This not only got them the coverage they were aiming for but also built lasting relationships with the press. It shows that a well-timed, thoughtful follow-up can be the difference between getting lost in the noise and getting your moment in the spotlight.

Evite ao máximo mandar um e-mail com uma venda de pauta e ficar cercando o jornalista sobre "você leu meu e-mail?" ou "e aí, vamos trabalhar a pauta?". Causa antipatia e pouco reverte em realmente desenvolver uma pauta. De novo, prefira vendas mais personalizadas. O cliente vai se sentir mais especial.

There are some key elements to keep in mind while following up a topic or press release: • Timing - get to know the overall schedule of the journalist or editor, aim before the meetings. Also follow the daily media situation: if it’s overflooded with something major, then give it a time; if the topic fits the daily headlines like a glove, shoot. • Cooperating, not serving - journalist is not working for you, it is a mutual partnership that needs to be developed with respect. Don’t just add topics in their to-do list, but offer value and be respectful.

Journalists are bombarded with press releases everyday from small, medium and large organizations. There are high chances that it might get missed. The best way to follow-up with a journalist is to simply whatsapp and check. This is fastest way to get feedback.

I don't care what anyone else says. Keep following up. Until they say no, keep emailing. 1. come up with new angles 2. tell them you liked the story they wrote 3. say "i just talked to my client, and i wanted to come to you first with some interesting POV." 4. give them story ideas 5. ask them what they are looking for

I can't speak for my fellow journalists, but for me, particularly as a freelancer, follow-ups (aka circle-backs, etc) are COUNTER-PRODUCTIVE. If the message didn't bounce, I got it. (And don't trust any HTML/tracking bugs to let you know whether I 'opened' your message -- my classic legacy email client doesn't trigger/wake any of those). If I have a use/interest, I'll act on it. If I need more info (e.g. a fact-check, quote, image, etc.), I'll respond. If I do something with it, I'll let you know. Otherwise, you're consuming my unpaid-for limited work time. Yes, maybe one in a thousand follow-ups is worthwhile. Yes, I'm told by PR folks I trust that (some) follow-ups are fruitful. But the tragedy of this asymmetric e-commons steals our time

Tools like MuckRack are fantastic for staying on top of news coverage, allowing you to set up instant notifications to Slack or email the moment a news item goes live. Additionally, you can prepare a separate clipping for your client showcasing the campaign's outcomes. For keeping track of outreach efforts, don't underestimate the power of good old Google Sheets. It's perfect for logging which outlets on the media list have published your news, and who has responded (whether with a rejection or a sponsorship proposal), and using this data to refine your approach for future campaigns.

I have the privilege of engaging a media monitoring agency that can give me the share of ink, a share of voice and how the press release was covered, either positive or negative tonality

Numbers aren't everything in PR. Even if there are numerous methods of measuring success. Of course, it is important to monitor the results. But one important goal cannot be measured in numbers: a good relationship with the journalist, which we achieve with good content and suitable, high-quality, useful news. These pay off. And that cannot be measured in numbers.

Following up after sending a press release is crucial for maximizing its impact. Here are some less common but still effective ways to do so: Provide Visuals:Offer high-quality images, infographics, or videos to accompany the press release, as visuals can enhance the appeal of the story. Offer Exclusives: Provide exclusive interviews or additional information to journalists who have shown interest, incentivizing them to cover your story. Remember to always be courteous and respectful of journalists' time and priorities.

That's the one thing that I rarely see from other PR managers, when they reach out to me as a journalist: to follow up on me skipping a news, there will be a lot of sugar-coated politeness, but very few will actually take the time to properly thank me for taking the time to cover their news. It could be a French-cultural thing, or maybe I'm too used to the German very formal way of things, but if a journalist goes out of its way to literally help you out, he deserves better than a "Thanks for sharing" when they come back to you with a link. Something they tend to appreciate is a shout-out on social media, especially LinkedIn. You can't do it systematically, but every once in a while, highlighting the quality of their work goes a long way!

Make sure you've read the reporting from the platform and journalist before following up. Have an authentic understanding of their position, otherwise there is no opportunity to understand how to persuade through a professional and informed dialogue. Also, don't go days with multiple pings to media. If they don't bite, then moving on is a good strategy. They might not want this story, but a future angle might be of interest. Don't give up, but be informed!

Effective public relations is all about relationships from beginning to end. Building relationships begins with reaching out with personal phone calls, personalizing your pitches and showing people that you care and you are grateful for their support. When I send out a press release I always follow up with a phone call. Even when someone tries to get my story covered in the media, I show my gratitude. When I get coverage, i follow up with my gratitude both in an email and in person. I have also been known to deliver boxes of donuts to share my gratitude!

La clave en la relación con las periodistas para un gabinete de comunicación, además de la eficiencia, es la confianza. Y un agradecimiento -nada edulcorado, real, sencillo, práctico- es importante. Porque ni tú le estás haciendo un favor, ni él a ti -todas las partes salen ganando de esta relación si se hace bien-, pero ambos habéis invertido tiempo y esfuerzo. Como dice el refrán: es de bien nacido ser agradecido. Y eso marca la diferencia.

Always thank the journalist and share any insight you have about the impact of the coverage. Ask for their feedback and build the relationship. Having been a journalist, I know how few PR and communications professionals do this.

Siempre hay que estar aprendiendo. Todo se está moviendo muy rápido y no podemos seguir con estrategias que quizá ya no funcionan.Hay que tener muy claro nuestro público objetivo, el medio que vamos a utilizar y los horarios. De ahí para tomarlo como referencia para futuros comunicados.

Don't forget: Did this press release actually need to be sent? Things like "we hired a new guy" and "we opened a new office" are great for some publications (I used to work for a weekly state business newspaper and we loved these) but your typical trade publication isn't going to care. Similarly, the business paper didn't care that you came out with Version 3.05 of your product, but the trade press might be all over it.

Feedback: peça e dê sempre. Isso fortalece a relação, diminui os muros e aproxima os dois lados. Também é importante entender suas vulnerabilidades e trabalhar em cima para melhorar.

From a newsroom perspective please look at the news of the day before sending something. A pitch that may get traction on a slow/normal day will get lost on a big news day. If there is a big weather event or breaking news that is our focus of the day and your release probably won’t even get read. By checking what we are dealing with that day it also shows you respect our work and that you aren’t just sending a blanket release out.

Study your content and know it by heart. Nothing would increase your chances of a successful pitch more than having an informative and engaging conversation with the reporter/journalist. Find angles to make this piece of content relevant to the publications strategy.

Here’s a complete curveball… consider NOT following up with journalists. We don’t do it, yet we have a very high strike rate. Journalists are swamped with emails and social media DMs continuously. How many actually take time to recall what you sent them? I’m guessing very few. Also, you can annoy the hell out of them if you continue to pester. Best practice? Do your homework. Take a look at what that journalist covers. Do not scattergun your releases. Target them. Take time creating your distribution lists, don’t just rely on your media database, do some Google research around your client’s topic/subject matter - you may even uncover publications that are brand new, or are not listed on your media database. I find this happens way too much!

If the journalist has not responded after 5-7 days of follow-ups then move on without holding any grudges. They work on tight deadlines and are brutal about their attention and pitch relevance. Make a better customised pitch the next time after reading their stories and understanding their approach. If that hasn't worked, ask a senior/ colleague who has cracked a story with them to take a look at your pitch. If that hasn't worked either, seek an introduction through the above colleague and have a frank chat with the journo to understand where you went wrong. Learn with each step.

In my view - this is where escalation works at both ends the publishers end as well as at client/ agencies end It’s just a matter of leveraging the equation & connect between the PR head & the key editor at the publication

Following up is not as easy as sending an email, texting or calling the journalist/publisher. It is a balancing act of what to write in your follow-up communication and the possible response you could get from them. The journalist/publisher could be busy with deadlines or they might not see the newsworthiness of your story. I recommend one waits a few days before sending them another email that provides a new perspective/angle to the P.R. rather than asking why the story has not been published or if at all the release has been read.

The key thing to ask is, is it boring? Does it matter? Why? Journos get a million media releases each day. Imagine wading through all of that! So with your media release: What is the “so what factor” care factor? Who cares about your release ? Why should they? Make yours plain language, meaningful (not meaningless), embrace emotional expression. Connect your idea or issue back to people and who it is helping. Above all- don’t be boring! Also - puns are good or alliterations because people are often tired and busy and down, and would like to have a little smile.