There is a debate within the world of PR as to whether you should really follow up press releases with a phone call. I have worked in agencies that sit on both sides of the debate, with one religiously using teams of Account Executives to follow up every press release sent out, with the other only picking up the phone when it was a really big story. Sometimes not even that.
Both agencies had very good relationships with their target media and got good results for their clients. So what?s the best approach? In my view both approaches are valid in the right scenario, but I would lean more against the ?phone them for the sake of it? camp. Here?s a few tips from us on how to decide whether to follow up with a phone call.
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Know the sector/publications ? tailor the approach accordingly
Some sectors appreciate follow up phone calls, while others really don?t. A good PR agency will know which approach will work from experience. The technology sector for instance is an example of an over-PRed world, with more PRs pushing stories to fewer journalists. The challenge in this sector is getting your client heard through the relentless noise, and unfortunately for the journalists, this results in the need for follow up calls. The sad fact is however, that the agency that rings the most will get more stories covered and more opportunities for their clients than the one that doesn?t. This will not be from the cultivating of relationships but simply playing the numbers game.
The trick to not damaging your journalist relationships is choosing which stories warrant the follow up calls over those that don?t. Relentlessly flogging a x.2 product update is a waste of everyone?s time and will only damage the agency?s relationship with the journalist/publication.
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Add value
Use the phone call to add value to the press release ? add the offer of a spokesperson interview, bylined article, case study etc. This will make the phone call more genuine and hopefully yield a good opportunity for your client.
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Pitch right
It sounds obvious, but pitching right is a skill. Get the email headline and pitch (if you write one) right first, and if the story is relevant you won?t need to follow up with a phone call at all. However, if a phone call is necessary (and if you need to gauge interest in the story then a phone call really is the only way ? you can?t expect journalists to reply to every story they decide to cover with a ?thanks, I?ll write that up today?, although that would be nice), then?get straight to the point and don?t push it if the horse is already dead.
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Build good relationships so you don?t have to make too many phone calls
At Spartan PR we pride ourselves in being selective with the stories we pitch. We value journalists? time. As a result we?ve built good relationships with journalists, many of whom we rarely speak to on the phone. This is because they know we don?t give them rubbish, so if we email them, they are more likely to read it. Keeping good media lists and cultivating meaningful relationships based on good content is the best way to get your news covered.
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So where do you sit in this debate? Are you a journalist who is fed up of being called all the time, or do you appreciate the dialogue that a phone call brings?
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Source: http://www.spartanpr.com/do-you-follow-up-press-releases/
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