Why most follow-ups fail
According to industry studies, journalists receive between 200 and 500 emails per week on average. Statistically, a press release that isn't followed up on has very little chance of being covered. However, generic follow-ups—like "Just following up on my previous email"—often produce the exact opposite of the desired effect: they signal a lack of personalization and clutter an already overflowing inbox.
The right time to follow up
The ideal window for a first follow-up is between 3 and 5 business days after the initial pitch. Following up the next day feels like unjustified urgency. Waiting two weeks means being forgotten. For tech or online business journalists, Tuesday and Wednesday mornings remain the most receptive slots. Avoid Friday afternoons and Monday mornings, which are peak times for clearing backlogs or catching up on the week's flow.
How to personalize a follow-up so it gets read
An effective follow-up is not a copy-paste of the original press release. It must provide something new: a recent data point, an additional angle, or a connection to current events. If a journalist covers funding rounds and a similar deal has just been announced in their sector, that is the perfect time to reach out. The follow-up then becomes an editorial suggestion rather than a sales push.
What we see with our clients
The majority of media coverage we secure for our startup clients happens after the first follow-up, not the initial pitch. Tech and business journalists appreciate it when you make their job easier: a precise angle, a source available on short notice, and a concise follow-up. What works consistently is a follow-up that adds a new fact rather than simply reminding them of a previous email.
How many follow-ups should you send
A maximum of two follow-ups per topic, spaced at least one week apart. Beyond that, you risk being blacklisted by the journalist and jeopardizing future relationships. If two follow-ups have yielded no response, it is a sign that the topic does not align with the media outlet's current editorial priorities. It is better to save this contact for a future angle and move on to other targets.
