Once you’ve sent in your press release to your local media members, don’t screw things up by using this beginner’s mistake; don’t call to pester them, asking if they got your press release!

If you wrote it correctly, they’ll be calling YOU if they have any questions about it. They certainly don’t want to get dozens of calls today asking the same thing… “did you read my press release and are you going to print it?”

Instead, stand out from the crowd and follow up like a professional!

• Call the media member 2 to 3 days after you’ve sent the original press release.
• Offer a new angle on your original pitch, based on a current news story hitting the media.
• Offer a sidebar, which contains pertinent information about your pitch, citing helpful websites, statistics that pertain to your story, professional photos, special tips and highlights of the topic.
• Keep in mind that you’re trying to offer a benefit to the reporter, giving them more information to make their job easier! It’s not all about you or your nonprofit. It’s about doing the reporter a favor by putting everything together in a neat package.
• NEVER call to follow up right before a deadline. You’ll only annoy them, guaranteeing that your press release will find its way to the circular file… er… trash can.
• Be polite, helpful, and upbeat about your information/ press release. Even if the reporter is pressed for time and short on temper, keep your cool.

Experts recommend following up in more than one way, primarily using e-mail and phone. This allows the reporter to quickly hear your comments or read them on e-mail when they have time. Make your phone calls early in the morning after they’ve received their assignments for the day. Avoid deadline time, which is their crunch time.