Today, I want to learn about:
near me:
Category: Business / Careers
Views: 4316
Comments: 0 Favorited: 0
Average Rating:
You must be logged in to vote.
This MonthAverage: N/A, Votes: 0
All TimeAverage: .00, Votes: 0

Follow-up Calls: Welcome to the PR Mine Field

» Introduction
Making follow-up calls is important to any effective public relations campaign, but if you are unprofessional in how you address the media, or verbally harass the media, you're going to destroy any interest that your press release may have created.
» Step 1
To follow up or not to follow up: The media is not overly fond of follow-up calls. They get hundreds of calls a day and most are from people who are trying to convince them to cover a completely inappropriate story. Put yourself in the place of an editor or segment producer. You have a story to finish. You're on a deadline and every five minutes you're receiving calls from people trying to sell you another useless story idea, or trying to monopolize your time. After a while you get angry, and rightfully so.
» Step 2
If you are unprofessional in how you address the media, or verbally harass the media, you're going to destroy any interest that your press release may have created. Making follow-up calls is important to any effective public relations campaign. It's the only way to verify that the media received and understands your pitch, but it's a dangerous road for a novice. If you do call, don't call to sell them anything. Remember, you are calling to make sure that they received the information and to offer yourself as a resource. You are not calling to beg or cajole them to do a story.
» Step 3
It's surprising how many people approach the media in a confrontational or threatening way -almost berating the media if they pass on a story idea. Remember editors and segment producers have thousands upon thousands of stories pitched to them every day. They don't need your story; they need a story that fits their audience. Your job is to make your story one that meets their needs. So don't demand they use your ideas. Don't try to bully the media or beat them into submission. Become a resource. Keep developing story ideas. These are people who you want as your allies. If you receive a "no" to a pitch (which I guarantee you will), remember that the “no” is not directed at you or even at your story, but at the angle you chose to pitch. Go back to the drawing board, develop a new, more compelling angle, give it some time and then re-pitch the new idea.

To learn more about follow-up rules, check out Follow-up Etiquette.

Copyright © Anthony Mora 2008
For further information visit:

Tell others about this page by Digging it:

Share and Bookmark This Article on Other Sites
NEW! Share Your Favorite Videos and Articles with Your Friends on Facebook using the OneMinuteU Facebook Application.

Loading Playlist...
If you're launching a PR campaign, you want to mak...
Views: 6996
Unlike advertising, or other forms of marketing, i...
Views: 4100
When launching a PR campaign, once you get the sto...
Views: 3828
Whether using email and snail mail or faxing, lea...
Views: 3554
Making follow-up calls is important to any effecti...
Views: 4317
A quick overview on how to pitch the various media...
Views: 3205
Although I am suggesting that you break some of th...
Views: 2775
When it comes to effective PR, preparation is the ...
Views: 2741
Keep in mind, you want a couple of sound bites tha...
Views: 3098
The truly smart marketers and business experts dev...
Views: 2745
Don't start a media campaign expecting a grand sla...
Views: 2392
Think of your business as a separate entity that d...
Views: 5621
No one knows what the media wants because what the...
Views: 3114
Starting a
Views: 5818
Don’t limit your PR horizons. Remember, nothing i...
Views: 2653
PR is important in good times and essential in har...
Views: 5117
PR is a cumulative process, use what you can from ...
Views: 3325
If you adamantly refuse to broaden the scope of yo...
Views: 2728
Press kits can be effective, but only if they're u...
Views: 2434
You want the media to understand that you can help...
Views: 2453
If you're a savvy business person, you understand ...
Views: 2519
Many mistakenly view PR as an emergency measure, a...
Views: 2832
A campaign can take up to two to three months befo...
Views: 3198
Looking for new publicity? We've placed clients in...
Length: 77
Views: 4435
When launching a media relations campaign think bi...
Views: 2644
To launch a successful TV PR campaign, you need to...
Views: 3231
No small business would exist or function under th...
Views: 2342
You can't successfully promote your business unt...
Views: 2509
Through public relations, small businesses can com...
Views: 2494
Perhaps the most difficult question that a musicia...
Views: 6070
The most effective marketing approach is a strateg...
Views: 2718
YouTube, Twitter, Facebook, MySpace…. What do all ...
Views: 2867
The press release is your calling card to the medi...
Views: 2647
Having worked in traditional PR for the past (howe...
Views: 2566
The most important part of a media campaign or pub...
Views: 6464
Whereas in the past people would choose to read a ...
Views: 2508
Pitch your book and you have a certain number of s...
Views: 2595
Synopsis: A PR campaign is not a business fire sa...
Views: 5355
Just as the image of a physician giving a patient ...
Views: 2403
The first few months of a campaign can be difficul...
Views: 2349
Synopsis: A self-published author's real struggle...
Views: 2974
The story is king when it comes to the media. You...
Views: 2216
If you’re a small or mid-sized company, you’re goi...
Views: 2659
In “The Vanishing Newspaper” (2004), Philip Meyer,...
Views: 4978
This is the most challenging job market since the ...
Views: 3029
How to use one article to launch your PR campaign ...
Views: 5064
This brave new marketing world is not only intimid...
Views: 5184
Not many figure out why they started their busines...
Views: 2323
We’re living in a time where not only has marketin...
Views: 3629
Market to your strengths. Don’t simply follow som...
Views: 2423
A struggling economy offers those that move forwar...
Views: 6041
Although public relations usually takes some time,...
Views: 3893