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Last week I dealt with proper follow-up after you sent a pitch in response to a journalist's query. This week I'll discuss follow-up after sending a sample of your product when a blogger or editor has sent out a query asking for samples. What’s appropriate?
If the journalist published a query requesting a sample, then send it as quickly as possible so you maximize your follow-up time before his story deadline. Send complete information in the package with the sample, and simultaneously send an email responding to the query and stating that a sample is being sent per the journalist’s request.
If the shipment went to a small outlet, email your follow-up the day you think the package will arrive. If it was sent to a large outlet – Good Housekeeping, for example, then wait an extra day to give time for the sample to work its way through their mail delivery system. Restate who you and your product are, as briefly as possible, and simply ask if your package was received.
When you receive a reply email, you can gauge your next step. If the editor or blogger begins a conversation with her response, continue it, always keeping your responses short and to the point. If it looks as though they’ll be giving your product a mention or review, ask when that will be and mention that you would like to send a link or copy to your own contact list, or place it on your website.
If you don’t receive a reply, or the reply is noncommittal or not exactly warm and fuzzy, keep following up, briefly and politely, every three to four days. Continue on for as long as you feel reasonable circumstances warrant. And exercise patience. If an editor has responded that she received and liked your product and she tells you that the review article will be published four months from now, then don’t pester her with multiple emails over the ensuing wait. Mark your calendar to check in with her six weeks before publication.
Ann Baker is CEO of PR-123, www.PR-123.com, and Publicity Pros, www.PublicityPros.net, and Savor Mastermind Leader for Manhattan Beach, Redondo Beach, and Costa Mesa in Southern California.
Read Ann's other blog entries >
How Should You Follow Up on Your Pitch To a Reporter? – Part 2 – Sending Samples By Request
