How to Follow Up on a Press Release
When, how, and how many times to follow up after sending a press release — and what to say to increase your response rate without annoying journalists.
Follow-up is one of the most debated topics in PR. Some journalists say they find all follow-ups annoying; data from PR tools consistently shows that a single, well-timed follow-up increases response rates by 30–50%. The key is in the execution: when you follow up, what you say, and how many times you do it.
Step-by-Step Guide
Wait at least 5–7 business days before following up
Following up within 24–48 hours signals impatience and damages your credibility. Give journalists time to work through their inbox. 5–7 business days is the standard professional window. If you have a hard publication deadline, mention it in your original pitch ('We are announcing publicly on June 20 — happy to brief you before then').
Track your pitch send dates in a spreadsheet so you know exactly when to follow up without having to guess.
Use email tracking to prioritise intelligently
If you can see that a journalist opened your pitch three times but didn't respond, they are interested but something is blocking them — too busy, not enough information, or waiting for editor approval. This journalist is a high-priority follow-up. Journalists who never opened your pitch may simply not be covering this topic right now — a different angle or different timing may work better.
PressPitch.ai provides open and click tracking for every journalist pitch so you can follow up strategically.
Write a follow-up email that adds new information
Never send 'Just checking in to see if you saw my earlier pitch' — it adds no value and signals low effort. Instead, add something new: new data that just became available, a customer quote you didn't have before, a connection to a breaking news story, or a different angle entirely. New information gives the journalist a reason to reconsider.
Even one new data point — '500 customers signed up in the first 48 hours' — makes a follow-up feel like a new pitch, not a nag.
Keep your follow-up to 3–5 sentences
Your follow-up email should be shorter than your original pitch. Reference the original email briefly, state the new information or angle, and ask a clear question ('Would you like the full data set?' or 'Are you covering stories in this space this quarter?'). Anything longer than a short paragraph signals that you are not respecting the journalist's time.
End follow-ups with a yes/no question: 'Is this a story you'd be interested in?' makes it easy for journalists to respond even if the answer is no.
Limit yourself to two follow-up emails maximum
If you sent the original pitch and two follow-ups with no response, stop. Continued follow-up after two non-responses damages your relationship with that journalist for future pitches. Mark that journalist as 'non-responsive on this story' in your tracking and try a different angle or a different announcement in the future.
Non-response from a specific journalist doesn't mean non-interest forever — they may cover a different angle of your story in three months.
Try a different subject line for each follow-up
If your original subject line didn't get an open, using the same subject line for a follow-up won't change that. Reframe the story, use a new data point, or try a question format. A changed subject line also prevents your follow-up from being auto-grouped with the original in threaded email views.
One effective pattern: first follow-up in the same thread (no subject line change), second follow-up as a new email with a new angle and new subject line.
Quick Tips
- ✓Never follow up via LinkedIn InMail or Twitter DM unless you have an existing relationship with the journalist.
- ✓If you get a 'not right for us' response, thank them and ask who they'd recommend — referrals from journalists are powerful.
- ✓Track all follow-up activity in your media list so you have a clear history before any future pitch.
- ✓If you're following up during a major news event, acknowledge it: 'I know it's a busy news week — circling back when things settle down.'
- ✓A 'not this time' response is a relationship — respond graciously and keep that journalist on your list.
Ready to put this into practice?
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Try Free DemoFrequently Asked Questions
Common questions about press release distribution on PressPitch.ai.
How long should I wait before following up on a press release?
5–7 business days is the standard window. Following up faster signals impatience and can damage your relationship with that journalist. If you have a hard deadline (an announcement date that is fixed), mention it in your original pitch so the journalist understands the timeline from the start.
Is it okay to call journalists to follow up?
Calling without prior warning is generally not appropriate for cold PR pitches. If you have an existing relationship with a journalist, a brief call can work. For new contacts, a second email is more professional. Some journalists list their preference in their Twitter bio — always check before calling.
What if a journalist says they're not interested?
Thank them, acknowledge their response, and ask if they can point you toward a colleague who might be a better fit for the story. Even a negative response is an opportunity to demonstrate professionalism. Many journalists who initially decline a story come back to it if they see it covered elsewhere — keep them on your list and follow up in the future with a different angle.
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Last updated: 2026-06-04 — PressPitch.ai editorial guidelines updated continuously.