¿Cómo se puede hacer un seguimiento eficaz de un comunicado de prensa?

- Tener una relación cercana con los periodistas - Hacerles follow up - Siempre preguntarles sin necesitan más información - Posicionarse como referentes de un rúbro/industria

To effectively follow up on a press release, it's crucial to strike the right balance between persistence and professionalism. When communicating, acknowledge the journalist's busy schedule and express understanding of the volume of emails and calls they likely receive daily. Focus on offering value by highlighting the relevance and newsworthiness of the press release to their audience. Provide a clear and compelling reason why the release should be of interest. Emphasize any unique angles. Be prepared to answer any questions they may have and provide additional resources to support their coverage. Maintaining professionalism throughout the follow-up process is essential. Remain courteous and responsive to any feedback from journalists.

Before sending press releases to journalists, PR people must understand their beats, coverage patterns, and audience. This will enable PR pros to follow up with customized pitches that demonstrate how the news is relevant to the reporter, outlet, and its readers. Follow-up efforts should be professional. Offer 1-2 potential angles that may compel the reporter to respond. Follow-up should offer a company spokesperson who can address the news and a customer, analyst, or industry expert who can validate the importance of the news and its relevance to the audience it's trying to serve. If an interview is scheduled, be sure to follow up to confirm the reporter's availability. Always follow up to thank them and answer any additional questions.

É importante entender qual veículo alcança os destinatários nos quais vc quer chegar. Para públicos de nicho, veículos de nicho. Mas, para público geral, veículos que tenham mais capilaridade, seja municipal, estadual ou nacional.

The operative word is "delicately". You need to understand the sheer volume of emails and story pitches that come across a journalist's desk. One particular irritant they often cite is people calling to "ask if they received the press release". To start with, arm yourself well in the initial communication: have a well-thought-out and crafted subject line and a good summary in the body of the email. Having said all of that, there are numerous instances in the past when I have connected with a journalist following up a press release where they just missed the email and were grateful to have it pointed out: stories resulted. My suggestion is to get straight to the point, pick a time that is not close to deadline, and be simple and direct.

Its starts with why the release is important. Considering many a times journalists get inundated by irrelevant releases. Then we should only send to the people who cover that sector. Wait for some time, do not call right after you send the release. Understand that there may be other important developments happening in the industry.

Lets be honest. If you are following up on a press release, your targets are already set. If you've sent a release to a gigantic list of journalists, you kicked off on the wrong foot.

Treat journalists as you would hope to be treated. Of course it's possible they missed your email, as their inboxes are overloaded, so one follow up after a couple days is appropriate. However beyond that, you run the risk of insulting their professionalism while besmirching your own.

Identifying your targets is key. It’s crucial to have a proper documentation department to keep content and databases alive.

- é legal, no primeiro parágrafo, já deixar claro o objetivo do e-mail. Poucas palavras, objetividade. - Números são sempre bons, e ajudam o jornalista a construir a notícia - Pode ser que, naquele dia, a pauta não sirva. mas, em outro, pode render. Ps: só não encha a caixa de entrada de mensagens. Vá aos pouquinhos construindo seus contato, e lembre-se que isso leva tempo ;)

- Use your research to customize each pitch to that specific journalist. Show them why this story is perfect for them specfically. - Keep it short: 68% of journalists prefer pitches <200 words. - Schedue your pitch to go at the right time: 67% of journalists prefer to receive pitches between 5am and 12pm in their time zone asearly in the week as possible. i.e. Mon or Tue - Follow-up 3-7 days after your initial pitch. If the journalist doesn't respond after the follow-up, they're not interested.

You can kill a PR campaign by not understanding how the people you're pitching like to be communicated with. My contact list massively varies -- some only want to email, while others would rather speak on WhatsApp, Twitter DM, Signal, phone call, etc. Also take the time to understand their schedule - for example if you know they have editorial meetings on Mondays at 11am, you may want to follow up before then so they can take something into the meeting. Or avoid reaching out when you know they have editorial deadlines as they'll likely be overwhelmed and not appreciate your call.

After issuing a press release, ensure to promptly reach out to media contacts to gauge their interest. Provide additional information or offer interviews as needed. Maintain professionalism, persistence, and readiness to supply supplementary materials to enhance the likelihood of securing coverage.

Always customise your pitch. Reporters don’t need another advertisement, which let’s face it — what 99% of your releases are, instead provide them with a news STORY that serves their readers.

During my time as Editor-in-Chief of a startup magazine, there were a few things that usually ensured the press release being published. - The email subject line was crafted as the title of the article would potentially be. - They included a few, short key facts about the founders' journey. Consider that oftentimes your story will be worthed telling from different angles rather than the "innovation." What makes your story unique? - They included key metrics that demonstrated the startup's growth or potential: number of users, investment raised, traction, new markets reached. Short and to the point. - They DON'T send the press release on a PDF. This is a killer. Remember that you need to make it easier for them to publish!

1. Pre-pitch - "Hey! I'm reaching out to a few reporters in advance of an announcement. Would you be interested in seeing the news under embargo? I could offer you an exclusive interview with our CEO." 2. subject lines - "Exclusive" "breaking news" "Coming to you before we announce" 3. Do not attach or link. copy and paste 4. find trend - how does this announcement fit into a larger industry trend

Beim Versand wie beim persönlichen Gespräch mit der Zielgruppe gilt immer der Grundsatz, in der Kürze liegt die Würze. Die presserelevanteste Information muss immer sofort genannt werden und nicht, wie leider immer noch häufig zu sehen, mit einer belanglosen formellen Einleitung zu starten. Punkt zwei ist die Übersichtlichkeit: Bei einer Einladung zum Präsenz-Pressegespräch reichen Thema, Teilnehmer, Ort, Datum, Uhrzeit, Anmeldelink und das nicht im Fließtext, sondern so angeordnet, dass sofort das Auge des Betrachters darauf fällt. Und Punkt 3 lautet Nutzerfreundlichkeit. Möglichst viele Möglichkeiten der Informations-Verwertung anbieten, bedeutet den Versand der Pressemeldung als pdf, Link und Word-Dokument.

Trago verdades: e-mails generalistas enviados por assessorias de imprensa têm alta taxa de irem pra lixeira sem sequer serem lidos. Prefira individualizar a venda de pauta. Pense uma pauta, pense um cliente e pense na estratégia. Essa cara de exclusividade agrada às redações. Dá mais trabalho, claro. Mas produz mais resultado.

Attachments are viewed with suspicion by most journalists - it's better to paste the text into the email. There are too many bad actors attempting to plant malware on peoples' systems through malicious attachments and links. Also, when you start a pitch with "because you write about" some subject, make sure the journalist actually does write about it. I get a ton of irrelevant pitches about subjects I have never, and will never cover, and that's annoying, and a good way to make me stop opening the culprit's emails.

You've gotta do it with a mix of persistence and politeness that's just right. Think of it as nudging someone gently—they're busy, you get it, but your story's too good to miss. There's this classic example where a small tech startup sent out their launch press release and, instead of just waiting around, they followed up with personalized emails to key journalists. They kept it super friendly, mentioning how their product could relate to the journalist's recent articles. This not only got them the coverage they were aiming for but also built lasting relationships with the press. It shows that a well-timed, thoughtful follow-up can be the difference between getting lost in the noise and getting your moment in the spotlight.

Evite ao máximo mandar um e-mail com uma venda de pauta e ficar cercando o jornalista sobre "você leu meu e-mail?" ou "e aí, vamos trabalhar a pauta?". Causa antipatia e pouco reverte em realmente desenvolver uma pauta. De novo, prefira vendas mais personalizadas. O cliente vai se sentir mais especial.

There are some key elements to keep in mind while following up a topic or press release: • Timing - get to know the overall schedule of the journalist or editor, aim before the meetings. Also follow the daily media situation: if it’s overflooded with something major, then give it a time; if the topic fits the daily headlines like a glove, shoot. • Cooperating, not serving - journalist is not working for you, it is a mutual partnership that needs to be developed with respect. Don’t just add topics in their to-do list, but offer value and be respectful.

Journalists are bombarded with press releases everyday from small, medium and large organizations. There are high chances that it might get missed. The best way to follow-up with a journalist is to simply whatsapp and check. This is fastest way to get feedback.

I don't care what anyone else says. Keep following up. Until they say no, keep emailing. 1. come up with new angles 2. tell them you liked the story they wrote 3. say "i just talked to my client, and i wanted to come to you first with some interesting POV." 4. give them story ideas 5. ask them what they are looking for

Talking from experience, a well written PR, expressly defining the 5Ws and an H, may not need your follow-up but rather the journalists will call you to seek clarification or amplification. The secret is in writing a newsworthy PR. Remember journalists are looking for news!

Call to make sure the media contact saw the press release. If so, time to see if they have any questions and if they are interested in a story or interview. If they say resend it, do it with a short note. D

Nesta etapa de acompanhamento do press release, é importante ser estratégico e optar por uma abordagem mais assertiva e personalizada. Uma dica importante, que vai além do evitar o famoso "leu o meu e-mail", é iniciar esse contato com alguma informação nova, como: "mandei a pauta X, mas desde o nosso último contato aconteceu a coisa Y".

Effective follow-up is a key element in maximizing the impact of press releases as part of media outreach efforts. My experience underscores the importance of a carefully crafted reminder email, dispatched a few days following the initial release, to enhance engagement with the targeted audience. It's essential to strike a balance between assertiveness and courtesy, ensuring the message conveys both enthusiasm and respect for the recipient's time. Additionally, leveraging social media to share the press release, and thoughtfully tagging relevant individuals, can significantly amplify its visibility. The goal is to foster positive attention without crossing the boundary into intrusion, thus maintaining a productive and respectful approach.

Always try to add something new to your follow-up: whether this includes new information, visuals (images, infographics, videos), or interview opportunities, keep in mind that the follow-up should not be something along the lines of: 'Circling back to see if you had a chance to look at this'. Keep in mind that the journalist has a super full inbox and probably gets hundreds of pitches on the regular, so make sure that your follow-up is short, on point, and has something new after the first pitch.

I can't speak for my fellow journalists, but for me, particularly as a freelancer, follow-ups (aka circle-backs, etc) are COUNTER-PRODUCTIVE. If the message didn't bounce, I got it. (And don't trust any HTML/tracking bugs to let you know whether I 'opened' your message -- my classic legacy email client doesn't trigger/wake any of those). If I have a use/interest, I'll act on it. If I need more info (e.g. a fact-check, quote, image, etc.), I'll respond. If I do something with it, I'll let you know. Otherwise, you're consuming my unpaid-for limited work time. Yes, maybe one in a thousand follow-ups is worthwhile. Yes, I'm told by PR folks I trust that (some) follow-ups are fruitful. But the tragedy of this asymmetric e-commons steals our time

Tools like MuckRack are fantastic for staying on top of news coverage, allowing you to set up instant notifications to Slack or email the moment a news item goes live. Additionally, you can prepare a separate clipping for your client showcasing the campaign's outcomes. For keeping track of outreach efforts, don't underestimate the power of good old Google Sheets. It's perfect for logging which outlets on the media list have published your news, and who has responded (whether with a rejection or a sponsorship proposal), and using this data to refine your approach for future campaigns.

I have the privilege of engaging a media monitoring agency that can give me the share of ink, a share of voice and how the press release was covered, either positive or negative tonality

Numbers aren't everything in PR. Even if there are numerous methods of measuring success. Of course, it is important to monitor the results. But one important goal cannot be measured in numbers: a good relationship with the journalist, which we achieve with good content and suitable, high-quality, useful news. These pay off. And that cannot be measured in numbers.

Following up after sending a press release is crucial for maximizing its impact. Here are some less common but still effective ways to do so: Provide Visuals:Offer high-quality images, infographics, or videos to accompany the press release, as visuals can enhance the appeal of the story. Offer Exclusives: Provide exclusive interviews or additional information to journalists who have shown interest, incentivizing them to cover your story. Remember to always be courteous and respectful of journalists' time and priorities.

It's important to measure how many times your work gets published, but it's even better when you can see how well it's doing. Just counting articles isn't enough. It's also really important to understand how much space there is in the media where you want to be seen. Without knowing that, it's hard to know if you're doing well. Also, it's a good idea to check carefully if your partnerships with media companies are working out, both yours and your competitors'.

El éxito de toda gestión será el share of voice. Es decir, tú participación respecto de la categoría en la que participas. Ser referente en todos los temas asociados a tu categoría y marca, trabajar tus Blogs como repositorio de información que te permite potenciar tu SEO y en el mediano plazo bajar tu inversión.

To evaluate your press release distribution strategy, use tools like Google Analytics, social media analytics, and media monitoring services. Monitor metrics such as views, clicks, shares, comments, mentions, backlinks, and media coverage. Set up alerts for brand or topic mentions. Define specific KPIs aligned with your objectives and regularly assess these metrics to refine your strategy for future press release campaigns. Tracking and analyzing these data points provide valuable insights into the effectiveness and reach of your press releases, enabling you to make informed decisions and optimize your approach for greater impact.

Sugiero organizar un cuadrante que clasifique a los medios en "relevantes" y "no tan relevantes", para una visión clara de dónde los logros. Para digital, se mide alcance, comentarios y clics, ya que ofrecen una comprensión profunda del interés que generamos. Además, analizar el tiempo de permanencia en la página enriquece nuestra comprensión del compromiso de los lectores con nuestro contenido. Sin embargo, esto se adapta según el objetivo. Para impactar en un nicho específico, es primordial asegurarse de estar presentes en los medios que ellos consultan regularmente. En cambio, para alcanzar a una audiencia masiva, se requiere un análisis más detallado con herramientas analíticas para interpretar las respuestas del público.

Of course, there are monitoring tools and press databases that provide opening rates and campaign information. The wires also give precise feedback on openings and media coverage. However, nothing beats campaign analysis by a dedicated organization. It costs money, but it's worth it for significant or strategic press campaigns.

That's the one thing that I rarely see from other PR managers, when they reach out to me as a journalist: to follow up on me skipping a news, there will be a lot of sugar-coated politeness, but very few will actually take the time to properly thank me for taking the time to cover their news. It could be a French-cultural thing, or maybe I'm too used to the German very formal way of things, but if a journalist goes out of its way to literally help you out, he deserves better than a "Thanks for sharing" when they come back to you with a link. Something they tend to appreciate is a shout-out on social media, especially LinkedIn. You can't do it systematically, but every once in a while, highlighting the quality of their work goes a long way!

Make sure you've read the reporting from the platform and journalist before following up. Have an authentic understanding of their position, otherwise there is no opportunity to understand how to persuade through a professional and informed dialogue. Also, don't go days with multiple pings to media. If they don't bite, then moving on is a good strategy. They might not want this story, but a future angle might be of interest. Don't give up, but be informed!

Effective public relations is all about relationships from beginning to end. Building relationships begins with reaching out with personal phone calls, personalizing your pitches and showing people that you care and you are grateful for their support. When I send out a press release I always follow up with a phone call. Even when someone tries to get my story covered in the media, I show my gratitude. When I get coverage, i follow up with my gratitude both in an email and in person. I have also been known to deliver boxes of donuts to share my gratitude!

La clave en la relación con las periodistas para un gabinete de comunicación, además de la eficiencia, es la confianza. Y un agradecimiento -nada edulcorado, real, sencillo, práctico- es importante. Porque ni tú le estás haciendo un favor, ni él a ti -todas las partes salen ganando de esta relación si se hace bien-, pero ambos habéis invertido tiempo y esfuerzo. Como dice el refrán: es de bien nacido ser agradecido. Y eso marca la diferencia.

Always thank the journalist and share any insight you have about the impact of the coverage. Ask for their feedback and build the relationship. Having been a journalist, I know how few PR and communications professionals do this.

un remerciement pour un article ou un sujet est toujours bien vu. Cela permet de garder un lien, et de s'assurer que le journaliste n'hésitera pas à vous recontacter. Vous pouvez aussi lorsque vous n'avez pas d'interlocuteurs à lui proposer quand il fait une demande, le mettre en relation avec des personnes pouvant l'intéresser sur son sujet même si elles ne sont pas dans vos équipes.

When your press release is covered, make sure to thank the individual or outlet for their coverage. Building a relationship doesn’t end after one press release; continue to engage with them on social media, share their content, and keep them in mind for future stories.

It’s valuable to everyone if you can provide additional information or a complementary perspective. Above all, focus on the relationship. Be human and personable. I’ve been able to build solid friendships this way.

Siempre hay que ser agradecidos con los medios de comunicación, esto mantiene una relación sana y sólida. No estamos exentos a necesitarlos en una urgencia y si no estamos bien relacionados, no tendremos el apoyo suficiente. Un gracias hace la diferencia.

Before any of this happens you should develop a rapport with the journalist. Don’t send the media release first. Connect with them first. Let them know you are about to send it and tell them you’ll follow up after they’ve seen it.

Siempre hay que estar aprendiendo. Todo se está moviendo muy rápido y no podemos seguir con estrategias que quizá ya no funcionan.Hay que tener muy claro nuestro público objetivo, el medio que vamos a utilizar y los horarios. De ahí para tomarlo como referencia para futuros comunicados.

Don't forget: Did this press release actually need to be sent? Things like "we hired a new guy" and "we opened a new office" are great for some publications (I used to work for a weekly state business newspaper and we loved these) but your typical trade publication isn't going to care. Similarly, the business paper didn't care that you came out with Version 3.05 of your product, but the trade press might be all over it.

Feedback: peça e dê sempre. Isso fortalece a relação, diminui os muros e aproxima os dois lados. Também é importante entender suas vulnerabilidades e trabalhar em cima para melhorar.

From a newsroom perspective please look at the news of the day before sending something. A pitch that may get traction on a slow/normal day will get lost on a big news day. If there is a big weather event or breaking news that is our focus of the day and your release probably won’t even get read. By checking what we are dealing with that day it also shows you respect our work and that you aren’t just sending a blanket release out.

Study your content and know it by heart. Nothing would increase your chances of a successful pitch more than having an informative and engaging conversation with the reporter/journalist. Find angles to make this piece of content relevant to the publications strategy.

The best way to learn is from experience, when you'll interact with over 50 journalist for a press release, you'll learn what kind of release they pick up and what content do they expect from you.

All the points are equally important and worthy. As a PR & Communication person leaned alot and agree with your suggestions and recommend.

Learning from others! that's the key. For example, reading tips from other contributors :) Also, sometimes we need to question ourselves quite simply by asking the opinion of those who receive our communications... Asking for qualitative feedback from journalists, on an informal basis, can provide major avenues for improvement, both in terms of the content of the information sent, the choice of distribution channel, the pace,...

Understanding the importance of unlearning, respecting diverse perspectives and opinions, being open, and adapting to various realities is crucial. Embracing this mindset enables you to stay flexible and attuned to the continuously shifting communication environment in a digital landscape.

Keep people love, rules and law in your heart. If you are going to push boundaries with people know why you are doing it and what the outcome is you need from it. Are you a seed sower for things that will grow into healthy plants to make more plants? Are you trying to know down the weeds taking over the healthy plants without poisoning a garden or population? A gardener keeps watching and learning from it's seeds, plants, and a changing climate. There are many factors.

Here’s a complete curveball… consider NOT following up with journalists. We don’t do it, yet we have a very high strike rate. Journalists are swamped with emails and social media DMs continuously. How many actually take time to recall what you sent them? I’m guessing very few. Also, you can annoy the hell out of them if you continue to pester. Best practice? Do your homework. Take a look at what that journalist covers. Do not scattergun your releases. Target them. Take time creating your distribution lists, don’t just rely on your media database, do some Google research around your client’s topic/subject matter - you may even uncover publications that are brand new, or are not listed on your media database. I find this happens way too much!

If the journalist has not responded after 5-7 days of follow-ups then move on without holding any grudges. They work on tight deadlines and are brutal about their attention and pitch relevance. Make a better customised pitch the next time after reading their stories and understanding their approach. If that hasn't worked, ask a senior/ colleague who has cracked a story with them to take a look at your pitch. If that hasn't worked either, seek an introduction through the above colleague and have a frank chat with the journo to understand where you went wrong. Learn with each step.

In my view - this is where escalation works at both ends the publishers end as well as at client/ agencies end It’s just a matter of leveraging the equation & connect between the PR head & the key editor at the publication

Following up is not as easy as sending an email, texting or calling the journalist/publisher. It is a balancing act of what to write in your follow-up communication and the possible response you could get from them. The journalist/publisher could be busy with deadlines or they might not see the newsworthiness of your story. I recommend one waits a few days before sending them another email that provides a new perspective/angle to the P.R. rather than asking why the story has not been published or if at all the release has been read.

The key thing to ask is, is it boring? Does it matter? Why? Journos get a million media releases each day. Imagine wading through all of that! So with your media release: What is the “so what factor” care factor? Who cares about your release ? Why should they? Make yours plain language, meaningful (not meaningless), embrace emotional expression. Connect your idea or issue back to people and who it is helping. Above all- don’t be boring! Also - puns are good or alliterations because people are often tired and busy and down, and would like to have a little smile.

Informação relevante significa que é relevante para o jornalista, o veículo e o público-alvo, não só pra você ou sua empresa. Conte sua história com fatos e dados. Abandone o papo furado corporativo

Keep in mind that journalists are extremely busy and you are not the only person pitching them stories. They receive thousands of emails on a daily basis and don't have the time to answer every email while also doing their job. In addition to politely following up, check the outlet frequently to see if they published your pitch. They may not respond, but that doesn't mean they didn't find it interesting to share with their audience. As a bonus, set up Google Alerts to receive placements directly in your email without needing to follow-up a thousand times and risk getting blocked.

It's important to send your press release to the right journalist and email address. Journalists work with tight deadlines, so avoid calling them until it's necessary. Make sure to send your message at the right time, so they have time to respond. Avoid following up during the first half of the day when they have meetings to plan their stories, and also avoid the evening when they are busy with story filling. It's best to send out your press release during the first half of the day and follow up later in the second half with a message. Remember to be polite and humble while messaging them and be open to feedback if any.

This should be obvious but your goal should be for your press release to be printed in the publication. It will rarely happen (I can say this happened to me once with the AP. All but a few words). But it should be the goal. To do this, you have to write like a reporter and your release should look like a news story. Objective language, not boasting language. "People are getting fancier door knobs. This is according to Smith industries, a Lakeshore OH manufacturer of door knobs." If your company achieved something, make sure you prove it with facts and why third parties would think its important. "Our customers have spent an average of $30 dollars more in the past five years, says VP sales Henry Hen."