How to Time Your Follow-Ups

You sent an email pitch. Now when do you follow up? A deep dive into one of our most FAQ

Hi Top Tier Consulting Community.

Hope everyone is having a great week. This week we’re diving into a question we get as A LOT at TTC: When should we follow up on our email pitches.

If you’re a publicist, you know this frequently occurs: You send a pitch and then… crickets. No reply. No acknowledgment. Nothing.

It’s tempting to hit “follow up” a few days later, but here’s the thing—writers aren’t ignoring you on purpose. They just have a lot on their plates.

Understanding why—and how to follow up effectively—can make all the difference.

---

Why writer’s don’t write back in a timely fashion

Journalists and writers juggle multiple stories, deadlines, editors, sources, and inboxes that never stop filling up. Your pitches can land while they’re:

• Swamped with immediate deadlines

• Assigning stories for upcoming issues or segments far out

• Traveling, on vacation, or out sick

• Prioritizing stories with faster turnaround or breaking news

• Trying to manage a completely out of control inbox (Nicole has 3,900 new emails she’s currently working through, for instance).

Plus, many writers batch their email reading or set aside specific times for pitching queries, which means your email might sit unread for days.

So, no, your pitch isn’t being ignored out of rudeness. It’s usually a matter of timing and prioritization.

Recommended Reading:

PART 1: A Look INSIDE the Process of How Writers Handle an Inbox Full of PR Pitches

PART 2: A Look INSIDE the Process of How Writers Handle an Inbox Full of PR Pitches

---

So when should you follow up?

Read on for some general guidelines:

General Pitches (Evergreen or Features)

Wait at least 5 to 7 business days before sending your first follow-up.
This gives writers breathing room to review and consider your pitch amid their busy schedules. Following up too early can feel pushy and may backfire.

---

Time-Sensitive or Exclusive Pitches

If your pitch is tied to breaking news, a timely event, or contains an exclusive (meaning you’ve offered one writer or outlet first dibs for a limited time), the follow-up timing changes:

Recommended Reading: We Receive Pitches Every Day that Say "X product/topic is trending." But Is it REALLY?

Uh oh, there’s a paywall! Not a paying member? Upgrade your membership today to keep reading + to receive access to our extensive archive of content AND the ability to join our monthly Top Tier Talks where both of us are on a Zoom with you to answer any questions that came up during the month. We also bring in experts to talk about all your burning subjects like affiliate marketing and beyond.