You've just attended a great event where you met some media and press contacts who showed interest in your business or story. How do you follow up with them effectively and build a lasting relationship? Here are some tips to help you make a good impression and stay on their radar.
The first step is to send a follow-up email within 24 hours of meeting them. Thank them for their time and attention, remind them of what you discussed, and restate your value proposition or pitch. Make sure your email is personalized, concise, and professional. Avoid generic or mass messages that might end up in the spam folder or get ignored. Include a clear call to action, such as asking for feedback, setting up a meeting, or sending more information.
One winning strategy is to then pivot past your story and talk to them about how long they have been reporting or producing (whatever it is), showing an interest in them, and connecting on a deeper level right there in the moment. Then ask them who they would like to meet while at the event, and make that introduction happen. Be of service. After your short conversation that has been primarily about them, ask if you can follow up the next day with that story idea they liked. It is magic!
Another way to follow up with media and press contacts is to follow them on social media platforms where they are active and post relevant content. This will help you stay updated on their work, interests, and needs, and also show them that you are interested in their industry and audience. You can also engage with their posts by liking, commenting, or sharing them, but don't be spammy or pushy. Be respectful, helpful, and genuine.
One of the goals of following up with media and press contacts is to establish yourself as a valuable source of information, insights, and stories. You can do this by providing them with useful and relevant content, such as blog posts, white papers, case studies, or infographics, that showcase your expertise and credibility. You can also update them on your progress, achievements, or news, such as product launches, awards, or events, that might interest them or their audience. However, don't bombard them with too many emails or messages. Aim for quality over quantity, and respect their time and preferences.
Another benefit of following up with media and press contacts is that they might be able to connect you with other influential people in their network who can help you reach your goals. You can ask them for referrals or introductions to other journalists, editors, bloggers, podcasters, or influencers who might be interested in your business or story. However, don't ask for favors without offering something in return. Be polite, grateful, and reciprocal. Explain why you want to connect with their contacts, how you can help them, and what value you can offer.
The last step is to maintain the relationship with your media and press contacts over time. Don't just follow up once and then forget about them. Keep in touch regularly, but not too frequently, and show them that you care about their work and success. You can do this by sending them congratulatory notes, birthday wishes, holiday greetings, or invitations to your events. You can also offer them feedback, testimonials, or endorsements for their work. Remember to be authentic, respectful, and supportive.
Everyone, especially journalists and PR people, loves a retweet! Following someone on socials is great, but sharing someone's posts is even better.