Fast acting follow-up can make for amazing media relations and results. The sooner you can get back to an editor/writer/journalist/blogger the more you increase your chances of creating the authority position for your brand. Why? Because typically, your business is not the only one featured in a story and if you miss the writer’s deadline because of too many emails or a hectic day, well, than, that’s one for the competition.
If you are lucky enough to get a response back from a media member or an email weeks or months after contacting them, requesting your full size product samples, an interview or TV appearance, act with a strong sense of urgency. Splurge on the courier, overnight or messenger service. Pick up the phone and/or schedule a time to conduct the interview.
Don’t even try to postpone. And if your product is being featured, don’t send samples, send the full 8 or 12 ounce bottle. Do you know how packed their product closets are of unsolicited launches?
- Friday night request for an interview? Drop what you’re doing and answer the questions.
- Email request for more information? Send the press releases and call to make sure they have everything they need.
- A list of 20 difficult questions about the future of your particular industry? Get researching and writing.
Questions that are okay to ask –
- What is your deadline?
- Do you need visuals?
- Have we answered all of your questions?
Questions that may not get any answers –
- What is the spin on your story?
- What other companies are included?
- Is my product/company the one that is featured?