You’ve worked for weeks, if not months, on a press release. Sourcing quotes, getting approvals, assembling a media list. The day is finally here, you (or your wonderful PR team) send out the email to reporters with the perfectly curated subject line, and a split-second panic attack about whether or not you’re sure you caught all typos. Then you wait. And wait.
So what do you do in that waiting period? It can be hard to prepare for the possibility that the news might not pick up the story at all. Here’s how you can set expectations on your team and with leadership about what’s next.
It’s called ‘earned media’ for a reason
When you buy ad space, you’re in control. You know exactly where your message is going, when it will go live, and how long it will run or be posted. Earned media asks you to give up that control in exchange for a different kind of value. The credibility that comes from a trusted source validating what you already know — that your story is worth telling. This can be difficult when you’re used to quick results and direct ROI. Your PR people are working hard to build relationships with journalists in order to get your story placed, but there are a number of factors they can’t control. The current news cycle may be consumed with one story, there might be breaking news or the reporter assigned to your story may not have the time and space to cover every part of the release. Communication with your team and your agency partners on this lack of dominion is crucial to managing expectations.
Try, try again
Reporters are willing to call over and over again, so why can’t your media team? At some point, repeated outreach can backfire, but a follow-up call or email within a few days of the initial pitch is entirely appropriate. Offer new information if you can. Check to see what that reporter’s been up to, maybe call out a recent article of theirs, especially if you can tie it to your pitch. Reporter inboxes are constantly full, so there’s no harm in a little nudge — it could be the first time that the journalist is really able to stop and read your pitch. Effective follow-up isn’t about persistence. It’s about relevance and providing reporters with value and a reason to engage.
Pivot to owned channels
Your blog, newsletter, social channels and website are great places for a press release to live, no matter what happens with earned media. You have full editorial control over what goes on these channels and the space to tell a comprehensive story. The reach on these channels may not feel as wide, but it will be seen by your audiences and stakeholders, who can then amplify the story on their own channels.
Finally, don’t let local media interest dictate the value of what’s happening inside your organization. Your story is important! But as the media landscape continues to evolve, it may take more effort to break through. Efforts like building relationships with reporters, time for follow-ups and a dogged determination to see your story in the news.
Book a call with us to learn how Barefoot PR can help tell your story and support your earned media efforts.
