In this episode, I’ll be talking about Step 6 in the NATA PR model for creating a public relations campaign with traditional media or influencers. It’s a key tactic for getting the attention of media and influencers—what I like to call reminders.
And here’s where I think media relations—the way we do it here at NATA PR—has something in common with sales. If you’re selling products and services, what I’m saying here should sound very familiar. You contact a client the first time to sell them your products, and it’s not likely you’ll make that sale right away, is it? It’s possible, of course—you’ve really done the homework on your timing and your contacts, and you know your product is what they generally purchase, or you have THE solution to a specific problem.
The same is true with follow-ups and reminders to journalists and influencers. You rarely get a response to your first email unless you have news that fits with the stories the journalists are working on: a stand-out new product in electric cars, for example. In that case, you’ll get the attention of niche journalists/influencers pretty easily.
However, our day-to-day at the agency has shown me that this is not true for all our clients. And this is where follow-ups and reminders can generate the results you want.
How many follow-ups and reminders should we do?
By doing a little research online, I’ve found a range of answers on this point. But they all agree on more than two. Obviously, you won’t hit your sales targets with a single reminder. Some experts suggest as many as seven. But you’ve got to take pains not to annoy that journalist or influencer. Use a light touch here to score points.
So if you send your press release just once and pray to the PR goddess, the odds are that you won’t even get a single response. And this is what new clients often tell us when they contact us: “We’ve sent out press releases and it's never done a thing.”
As I always say, unless you’re Elon Musk, Celine Dion or the Cirque du Soleil, no one’s out there waiting for your press release. That doesn’t mean that your news isn’t important unless you're an A-list celebrity. But it does speak of the volume of news that journalists are sent—so you should never hesitate to put yourself back in their line of vision.
I hope I’ve convinced you of the importance of Step 6 in our model. Play around with this! Try sending some attention-grabbing reminders. Change your email subject line. Share some news that isn’t in your press release. Be sincere and honest. Be real. And don’t forget that you’re sending this news to human beings!
If you want to learn more about our six-step model, download it now and get in touch.
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