On at least a weekly basis, I get a phone call from a perky sounding junior PR associate, who says, “Hi, Ms. McCarthy, I just wanted to follow up with you on Client X’s placement on your website.”
I invariably reply, “Huh? Who?” And then try to piece together the fragments of my brain that remember what she’s talking about. Even after she’s done describing the client and the pitch, I usually still don’t know.
Email inboxes are a black hole for PR pitches. Like many journalists, I get a minimum of 200 emails a day, a majority of which are press releases and pitches. Some of the content is excellent and well placed, but most of it is junk—either poorly targeted or plain old boring.
The journalist/PR relationship should be symbiotic, and there are a number of professionals out there who work extremely hard to make sure that is the case. Check out these tips for effective follow-up to make sure you’re among the group that’s making this relationship stronger: