Key tips to messaging media:
Trust the process, there’s no need to rush and everything takes time.
Media are people too! Extend the patience to them as you would for yourself.
Don’t spam the media, they are more likely to ignore you if you fill up their inbox.
Be friendly, personable, and open to cultivating a relationship with the media.
After you’ve sent out your pitch or your sample, it can take a while for media to respond to you. Keep in mind that media are receiving hundreds of pitches and are testing our numerous products per week. It can be a lot to sort through!
Imagine receiving hundreds of emails and texts from strangers on a weekly basis or having to switch up your life routines to test out new products. Media have to be strategic in their coverage, so while you’re not getting a response right away, you’ve sent your pitch and samples and know that there are eyes on your brand.
The easiest way to maximize your chance of getting a response is to show that you’ve done your homework and that there’s a specific reason your pitch is relevant to them and their audience. Even if you don’t get an immediate response, many writers keep a contact list to pull from when they start work on a new story.
It’s important to remember that you’re reaching out to an actual person; you don’t have to be too formal! PR is all about creating relationships with people to continue having press for many years, not just a one-off article. Think of this as networking as opposed to selling your brand!
A general guide for following up with media:
1st follow-up: 2-3 days after sending your pitch.
2nd follow-up: 1 week after initial follow-up
After sending these follow-ups, your last step is to wait for a response. If you don’t get one after a month or longer, don’t think of this as a loss! Your messages have been received and if they find a relevant space for you in their upcoming coverage calendars, believe that they’ll reach out.