A follow-up is a second (or third) outreach to a journalist after the initial pitch. Done well, it's a service — offering a new angle, updated data, or a direct line to the executive. Done poorly, it's spam.

When to Follow Up

48 to 72 hours after the initial pitch is standard. For time-sensitive stories (embargoed launches, breaking-news commentary), same-day follow-up is appropriate. For evergreen features, a week is reasonable. Never follow up the same day as the initial pitch unless the news cycle demands it.

How to Follow Up

Add value. Don't just re-send the pitch with "circling back" at the top. Offer a new data point, a different angle, an exclusive asset (early access, executive interview, behind-the-scenes content), or relevance to something the journalist just covered. The follow-up should feel like a favor, not a reminder.

How Many Times

Two follow-ups is the widely accepted maximum. After three total touches with no response, the journalist has passed — move on. Persistent follow-ups beyond that threshold damage the relationship and the agency's reputation with that outlet.

Channel

Match the journalist's preferred channel. Some respond to email; others are reachable on X (Twitter) DMs or LinkedIn. Senior reporters at major outlets often prefer a short text if you have a prior relationship. Never cold-call a journalist unless they've publicly said they welcome calls.