FAQ: I Got a Reply from a Journalist - Now What Do I Do?

Firstly, congratulations. You deserve it.

At this point, consider the positive response as a very “'warm lead,” but not necessarily a “done deal.” Listed below are a few tips that we recommend, and you can see additional suggestions in our resources on PR success.

If They Asked a Question, Answer the Question

If the journalist made a specific ask, do your best to answer it. Sometimes this is in the form of a quote, a quick interview, or a resource from your side. Try to make it short and to the point. These folks are usually busy and just need what they need - this isn’t the time to be illustrious with your prose. 

If the reply is vague, suggest an interview

If they didn’t make a specific ask, but rather a general “what did you have in mind?” or “Sure, sounds interesting”, suggest a quick phone call with the most senior member of your team. Recommend a few times. Consider something like “Of course, our CEO Rob Smith would be happy to elaborate in a 10-15 minute call at your convenience. He’s free today at 3pm ET, or Tuesday or Wednesday after 12pm ET. When is good for you?” (Always include time zones).

Sometimes They Ask you To Write the Article

Write the byline. Especially in B2B press, it’s common for a publication to ask for you to write the article/contribute a “byline” on the subject. In that case, it’s advisable to go for it, but work with a writer / editor who can punch up the final piece. Contact [e-mail] if you want more help with bylines. 

What if They Propose Pay to Play?

Sometimes you’ll get replies that are some version of - yes, but there’s a cost. This generally falls into 2 categories:

• • • Legitimate “sponsored content” opportunities - Some publications accept sponsored content or sponsored interviews and place them in a special section of their site. They usually mark the content accordingly. It's a common established practice, and if the price is right for your budget and how important the publication is, you should consider this option. Most publications have  “media kits” for you to evaluate readership/reach.
    • Sketchy Pay to Play and Rogue Writers - Some journalists will offer to cover your company for a fee. Some might call it a "consulting fee" or say something like "the editor is requesting a fee for publication of the story.” But, the reality is that the writer is accepting a payment from you to violate journalistic ethics and work you into a story without disclosing it to the publication. Engagement with these people is not recommended since they are almost certainly violating their agreements with the end publishers, and your company could be banned from future mentions in the publication. 

Have other questions for engaging with journalists/editors once you get a public reply? Feel free to email [e-mail].