Follow-up communication

Definition

Follow-up communication refers to the process of reaching out to journalists after an initial contact or event, to maintain relationships, provide additional information, and reinforce messages. This kind of communication is crucial for building rapport and ensuring that journalists feel valued, which can lead to more favorable coverage in the future. It's about keeping the lines of communication open and demonstrating continued interest in collaboration.

5 Must Know Facts For Your Next Test

1. Effective follow-up communication can significantly increase the chances of journalists covering a story by keeping them engaged and informed.
2. This type of communication can involve various methods such as emails, phone calls, or even social media interactions, depending on the relationship with the journalist.
3. Timeliness is crucial in follow-up communication; reaching out shortly after an event or initial contact maximizes relevance and impact.
4. Follow-up communication allows PR professionals to clarify any misunderstandings that may arise from previous interactions with journalists.
5. Building a routine for follow-up communications can create a more professional image and foster trust with media contacts over time.

Review Questions

• How does follow-up communication enhance the relationship between PR professionals and journalists?
  • Follow-up communication enhances the relationship between PR professionals and journalists by keeping them engaged after initial contact. It shows journalists that their work is valued and helps establish a mutual trust. By providing additional insights or clarifications, PR professionals can ensure that journalists have accurate information, leading to stronger connections and potentially more favorable coverage in the future.
• Discuss the role of timing in follow-up communication and its effect on media relations.
  • Timing plays a crucial role in follow-up communication as reaching out promptly after an event or initial contact reinforces the relevance of the information provided. If PR professionals wait too long to follow up, they risk losing the journalist's interest or letting their initial enthusiasm fade. A timely follow-up not only shows professionalism but also keeps the conversation fresh, increasing the likelihood that journalists will consider the information for their stories.
• Evaluate how effective follow-up communication strategies can impact overall media coverage for an organization.
  • Effective follow-up communication strategies can greatly enhance overall media coverage for an organization by fostering stronger relationships with journalists. By consistently engaging with media contacts and providing relevant updates or clarifications, organizations can position themselves as reliable sources. This reliability can lead to increased coverage, better representation in stories, and ultimately, a more positive public image. Moreover, building these relationships allows organizations to influence narrative framing and ensures their key messages are highlighted in the media.

Related terms

Media Relations: The practice of managing communication between an organization and journalists to promote favorable coverage and enhance public perception.

Pitching: The act of proposing story ideas or content to journalists in hopes of securing media coverage for an organization or client.

Press Release: An official statement issued to the media to provide information about a particular event, product launch, or other newsworthy occurrences.