You sent out your pitch. Now you're waiting with bated breath for a response and you don't get one. Let's talk about following up. I mentioned earlier publicity is a lot like online dating or dating apps, you can only follow up once, maybe twice before you're a major turnoff. Again, if you make it transactional, it's less likely to work. The rule of thumb, he wants to add value without being overbearing.
Pleasantly persistent is a good mantra. As mentioned, most reporters don't want phone calls to follow up on email pitches. Unless it's breaking news, most phone calls are frowned upon. Reporters receive 500 emails per day so they don't have the time to personally respond to each email. If the reporter doesn't respond. They're not interested.
This is why reporters and publicists have a contentious relationship. It's also another reminder to communicate like a human being versus using corporate speak. If the reporter hasn't reacted They're not interested don't use ex attempt to try and guilt the reporter into covering your company. Six times is the charm. No, it's not just like online dating, not interested. I think this slide speaks for itself.
You get the point. Winner winner chicken dinner. If you don't want to get called out on Twitter, don't follow up six times on the same email. You may be tempted to follow up via Twitter do that and you may find yourself blocked. Here's what to do. Find another proof point a new customer a new hire a new capability, a new geography a new market, a new fact.
New research develop a new angle using what makes news one of the products I included in my pitches was a healthy functional drink. I was pitching a nutritionist in Chicago who wrote for Chicago and she wouldn't respond to my pitches. I found out that one of the drinks was a hangover helper. So I pitched her again near the holidays. She requested product and wrote a glowing review. Find a new angle.
Go after a different reporter. If you're targeting the beat reporter and they're not biting, go after the Small Business reporter with a different angle. Go after the health and lifestyle reporter with a different angle. Go after the food reporter with a different angle. Find someone else who might be interested in the story. Go after a different outlet.
If the pitch isn't working with national reporters, maybe it's time to look at trade reporters or local business reporters. Sometimes you have to wait until you have more news. Unfortunately, because the media isn't a control message like advertising. They get to determine what they cover and when. So sometimes you just have to wait