How to keep track of your press releases and story pitches
Can you remember a story idea you pitched a year ago that resulted in no news coverage of any kind?
If so, how quickly could you respond if a reporter called you today to cover the story? Would you start searching for words or asking stupid questions like “Who did you say you wanted to interview?” Or would you be ready, at a second’s notice?
Sound playful? Well, she happened to publicist Jill Lublin, who knew how to handle it, and she can happen to you too.
A few years ago, Jill pitched an idea about one of her clients, a professional speaker, to Meeting Planner magazine. Despite several follow-ups, she never got a response.
“Then a year later, count ’em up, 365 days later, I got a call and this reporter said, ‘Yeah, we want to do the story, and by the way, tomorrow. Are you ready?’ And of course the answer is yes, you are always ready when the media calls you.”
That’s valuable advice regarding follow-ups. Never assume a story plot is dead.
Jill, co-author of the book Buerrilla Publicity,” also says:
When you follow up, remember the Rule of 7. That means you must follow up seven times, using a combination of phone calls and emails, before you stop contacting reporters. But always be prepared in case they call you.
Never follow up on routine press releases announcing things like promotions or prizes you’ve won, or you’ll be seen as a plague. Your efforts are better spent following up on the biggest stories you’ve submitted.
When tracking, focus on the benefits. Explain how the idea you are presenting is the solution to a problem, and do it quickly, in less than 30 seconds.
When you call or email, don’t say, “Did you get my press release?” or “I’m following up on a call I made two weeks ago.” Jill says, “I usually say, ‘I sent you information.’ That’s my code word for a press release. What I’ve found from talking to the media is that they hate it when you call them and say, ‘Did you get the press release?’ What they love is that you talk about the information in terms of how easily they can use it and why they would care. Really. That’s the bottom line. Why would they care?”
When following up, never, ever ask a reporter to let you know when the story goes to print, or to send you a certain number of copies of the story. It’s your job to monitor the publications, then call the circulation department and order the copies you want. Expect to pay for them.
Jill shared dozens more tips for following up during a live teleseminar in 2003 called Surefire Ways to Follow Up After You Send a Press Release or Cover Letter.”