Successfully executing a PR activity is only half the work. The art lies in the follow-up. This crucial component helps you achieve the maximum impact of your PR efforts. Here are some steps to approach the follow-up effectively.
Why follow-up is importantA good follow-up ensures:
- Strengthening of relationships: By contacting journalists and media who shared your message, you build strong relationships.
- Increased visibility: By further spreading your message on your own channels, you increase visibility.
- Valuable feedback: Feedback helps you improve your PR strategy.
1. Publish and share your message: Once your message has been distributed via a news release distributor, also post it on your own website and social media pages. Provide the message with the usual social media icons so visitors can easily share it.
2. Monitor responses: Keep track of who shares your message, responds to it, or comments on it. This can be done with tools like Google Alerts or social media monitoring tools such as Hootsuite.
3. Thank and follow up: Contact everyone who shared your message or responded to it. Thank them for their support and offer to provide more information or give an interview.
4. Analyze the results: Use tools like Google Analytics to see how much traffic your message generates and which channels generate the most traffic. This helps you understand which strategies are most effective.
Practical example: a successful follow-upLet's say your company, a sustainable fashion startup, has issued a press release about a new collection of recycled garments. After the press release has been distributed, you also publish it on your own website and share it through your social media channels. You notice that various fashion blogs and sustainable lifestyle magazines have shared your message.
Steps you follow:
- Thank the media: Send a personal email to every media (newspaper, online media, blog or magazine) that shared your message, thank them, and offer to provide more information or give an interview.
- Share the articles: Share the articles written about your press release on your own social media channels with a thank you to the writers.
- Monitor responses: Keep track of which posts generate the most traffic and interaction.
- Follow up with an offer: Send a follow-up message to interested parties with an exclusive offer, such as a sneak peek of the next collection or an invitation to an event.
An effective follow-up after a PR activity can make the difference between a one-time mention and long-term media relationships. By further spreading your message, monitoring responses, and contacting those who shared your message, you significantly increase the impact of your PR efforts. At Presscloud, we are happy to help you optimize your PR strategy and carry out successful follow-up actions.
