If you’re a small business owner or expert who has recently sent a PR pitch email and didn’t get a response, having PR pitch follow up examples can help assure the next email you write won’t go unanswered. Whether you are sending a pitch to provide commentary on breaking news, expertise on a topic such as health and wellness, or a physical product, writing a follow up email is far easier than you probably think

But before you start writing, it’s important to understand why that first email might have been ignored. Here are a few things to keep in mind.

Side note: The information in this post is perfect for business owners and influencers looking to dip their toe in the water of public relations. If you're ready to skip to the good stuff, click here to learn more about our online public relations course, Pitch, Please! 

Why your pr pitch went unanswered      

The reason why your email went unanswered could have nothing to do with you or your pitch but rather who you pitched. As an interior design writer for Forbes and other publications, hundreds of pitches come through my inbox every week. Many of them aren't related to the topics I cover.

Unfortunately due to the sheer volume of email I get, it is impossible to respond to all pitches, especially those I have zero interest in or aren't relevant to what I do. The same can be said for most journalists at top publications. This might sound harsh, but writers are incredibly busy and frankly, we’re not paid to respond to emails.

It’s important to do your research. Targeting the right journalists at the right publications is an essential part of your overall pitch strategy. This aspect of PR is covered in depth in our online public relations course, Pitch, Please!

The subject line was generic

A subject line should be captivating enough for the writer to want to know more. So a generic, non-specific subject line like PITCH, just doesn’t cut it.

The pitch itself wasn’t good

The wrong pitch is like wearing white to a wedding— you don’t want to make a bad impression. Your first pr pitch is even more important than the follow up. That’s because if it’s really good, it may not be necessary to follow up.

So instead of focusing on the follow up email, really make the effort to solidify the first one. If you’re looking for help with email structure and what information your pitch should and should not include, here are some tips that will teach you how to write a media pitch in under ten minutes. 

Your first email was never opened             

As previously stated, writers, editors, and reporters, especially for major publications are busy. This is a matter of logistics. So sometimes they simply haven’t seen your email yet. 

How long should you wait to send a pr pitch follow up email?

There isn’t a one-size-fits-all approach to sending a PR pitch follow up. Make sure you are targeting the right journalists before anything else.

While it’s best to wait a week or two for most cold email pitches, it’s okay to follow up on breaking news or timely topics within a few days time.

While you might be eager, it’s best not to stalk. If you’ve followed up a few times, wait a few months, and send another pitch.  

An example of what your pr pitch follow up email should say

The key to following up is that less is more. Go to your outbox and search for your original pitch. Then reply to it with something simple and make sure the text of the original email is below it, so they can scroll down and read. Here are some examples to consider:

General Cold Pitch

Hi [the person’s name],

I emailed you a pitch about [write what it was about in approximately one sentence]. Just wanted to follow up and see if you had any questions.

Best,

[Your email signature]

Timely Pitch

Hi [the person’s name],

Just wanted to make sure you received this because [fill in the reason here]. Please let me know if you have any questions.

Best,

[Your email signature]

Note: The reasons why can vary, but it’s best to explain why. For example, if you’re a décor expert and you pitched Christmas tree decoration commentary, you can say something like: Just wanted to make sure you received this because Christmas is just one month away.

Any Pitch

Hi [the person’s name],

Just want to bring this to the top of your inbox. Please let me know if you have any questions or need more information.

Best,

[Your email signature]

Make sure your original pitch email is below your signature. Always write your follow up emails based on the assumption that the writer or editor was simply too busy to read it or that they missed it in their inbox— not that you did something wrong or your pitch was bad.

Real life PR pitch follow up email examples

Here are some great follow up emails that have come across my inbox and why I think they’re good:

Hi Amanda—

Following up on my note below. Any interest in covering the first in-car phone sanitizer that provides 360-degree cleaning in just five minutes? More information, as well as the press release, is below.

Let me know!

Best,

Name

[Signature]

[Original Pitch]

A publicist sent this pitch. It’s a good follow up because it clearly summarizes the first pitch in one sentence. Better yet, it says more details are available and shows me where to find them easily. Overall, this PR pitch follow-up email is short, sweet, and gets the point across perfectly.

Here’s an even shorter example—

Hi Amanda,

Hope you're staying safe and healthy! Just wanted to kindly follow up on the below - here to help should you need anything additional!

Best,

Name

[Signature]

This is a good follow up because it is both short and conversational. 

Here’s another example.

Hi Amanda,

I wanted to circle back and see if there is interest in working on a piece about this great collaboration.

 I look forward to hearing back.

 Best,

Name| name@namepr.com

On Wednesday, December 9, 2020, Name <Name@Namepr.com> Wrote:

[Original pitch email]

I like this for two reasons. First of all, it asks a question that makes it easy to respond to. It also includes the date the first email was sent, which potentially allows me to gauge how far behind I am when it comes to answering emails. 

Here is another tip you may want to consider before writing your PR pitch follow up email.

Change the subject line

If the subject line of your first email was vague, lacked specificity, or in hindsight, simply was not your best, you can always consider changing it. Just make sure you keep the follow up in the same email thread. It keeps the writer’s inbox more organized and streamlined.

What NOT to do in a pr pitch follow up email

Never send an email asking if they received your email. Or worse write something along the lines of— I didn’t hear from you. Both of these things are unprofessional and can potentially sound accusatory. It’s a real turn-off.

Don’t look for answers as to why your email went unanswered, instead present yourself as someone they want to work with.

Ready for a PR training that will help you explode your visibility and authority? Click below to watch the Masterclass: How To Get Major Media Placement In 20 Minutes A Day.