Press Release Follow-Up: What To Say, When To Say It, and How Not to Be a Nuisance

You’ve crafted the press release, secured approval, and sent it to your carefully built media list. Now what? Many PR professionals stumble at the follow-up stage, either by following up too aggressively, too vaguely, or not at all.

Handled well, your follow-up can build relationships and boost coverage. Handled poorly, it can irritate journalists and damage your credibility. Here’s a practical, strategic guide to navigating this crucial part of the press release process.

The Purpose of the Follow-Up

A press release is one touchpoint. Unless it’s a major announcement, most journalists won’t jump on it immediately. A thoughtful follow-up puts the story back in front of them and gives them a reason to care, or at least reconsider.

Your job isn’t to chase coverage. It’s to add value and remove friction.

When Should You Follow Up?

• Wait at least 24–48 hours after sending your release. That gives journalists a chance to read it and decide whether it’s relevant.

• Avoid Mondays and Fridays – inboxes are overwhelmed and attention is short.

• If it’s time-sensitive, follow up sooner, but only if you flagged it as such in the initial pitch.

If a journalist hasn’t responded within 5–7 days, and the story isn’t evergreen, you’re likely best to move on.

What Makes a Good Follow-Up Email?

A strong follow-up is short, respectful, and helpful. Avoid generic lines like “Just checking in” or “Did you see my email?” – instead, give them a hook or a reason to look again.

Here’s a simple structure:

• Subject line: Add “Quick follow-up” or “Following up on [brief topic]”

• Greeting + name

• Context: “I sent you a release earlier this week about [topic].”

• Value: “I thought it might be a good fit for [section] because [reason].”

• Offer: “Happy to provide more info, quotes, or images if useful.”

• Close: “No worries if it’s not one for you this time!”

Should You Call?

Only if:

• You have a pre-existing relationship with the journalist

• The release is highly time-sensitive or exclusive

• They’ve invited calls in the past

Otherwise, cold-calling journalists to chase coverage can backfire. Many simply don’t have time, and some actively resent it.

If you do call, be direct, polite, and offer to send more info by email.

Don’t Just Follow Up – Add Something New

You’re not just repeating yourself,  you’re giving them another reason to care. That might be:

• A stronger quote or new comment from a spokesperson

• An exclusive offer of embargoed data or imagery

• A reminder of why the story is timely (e.g. tied to an upcoming event or trend)

Think of the follow-up as part of the pitch process, not just admin.

Keep It Professional – Even If You’re Ignored

Silence isn’t personal. Journalists are buried in pitches and deadlines. The worst thing you can do is follow up with frustration or passive aggression (e.g. “Not sure if you even read press releases anymore…”).

Even if you don’t get coverage this time, your professionalism could open the door for future stories.

Building Media Relationships Through Follow-Up

Every follow-up is a chance to:

• Show you understand their beat

• Prove you’re not just blasting everyone with the same email

• Offer something tailored and useful

Use tools like media databases and spreadsheets to keep notes on who replied, who passed, and who seemed open to future pitches.