Press Release Follow-Up: Why It Matters (and How to Do It Without Annoying Editors)

Sending a press release is only half the job. The real difference often comes from what happens next: the follow-up.

Journalists’ inboxes are overflowing, with hundreds of stories competing for attention every week. Even the best-written press release can slip through the cracks without a polite nudge. But follow-up is an art — done right, it can double your pickup rates; done wrong, it can damage relationships.

Why Follow-Up Is So Important

• Visibility: Editors are human — sometimes they simply miss your first email.

• Priority-setting: A respectful follow-up can bring your story back to the top of the pile.

• Relationship-building: Following up shows persistence and professionalism, which helps build credibility over time.

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The Right Way to Follow Up

Follow-up works when it’s helpful, not pushy. Here are the golden rules:

• Keep it short. A reminder email should be two or three sentences, max.

• Personalise it. Reference the journalist’s beat or past work if relevant.

• Add value. Instead of “just checking in,” include a quick new angle, statistic, or asset.

• Respect boundaries. One follow-up is usually enough — two at most. If there’s no reply, move on.

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What Not to Do

• Don’t bombard journalists with daily reminders.

• Don’t call unless you have a very strong relationship.

• Don’t resend the entire release — link to it instead.

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Why Most Businesses Struggle With Follow-Up

Follow-up is time-consuming, requires tact, and needs access to the right contacts. Many businesses skip it altogether, or they do it poorly — which can hurt their reputation with journalists.

That’s why professional PR services make follow-up part of the process. It ensures your story isn’t just sent but actually considered.

How We Handle It

In our Full-Impact PR package, we take care of personalised journalist follow-ups for you. Our team knows how to keep messages short, respectful, and professional — the kind editors actually appreciate. Combined with precise reporting, you’ll see who opened, clicked, and engaged, and how the follow-up boosted your coverage.

Bottom Line

Follow-up is the difference between your press release being seen once and being seriously considered. Done right, it builds relationships and doubles your chances of media pickup. Done wrong, it risks being ignored.

👉 Want your press release to get not just sent, but noticed? Our Full-Impact PR package includes follow-up as standard.