The Journal
Is Fashion Week Worth It?
Fashion Week has long been the pinnacle of the industry. From New York to Paris, designers unveil their latest collections while photographers, editors, buyers and influencers fill front rows, Instagram feeds and magazine spreads. For fashion and beauty brands, it can feel like an unmissable opportunity. After all, this is where trends are set, industry relationships are built and brands are catapulted into the spotlight. But Fashion Week is also expensive, competitive and fast paced, leaving many independent brands wondering if it is actually worth the investment. If you are weighing up whether to take part, whether by showing your collection, hosting an event, collaborating with influencers or simply attending, here is what you need to consider and how to make the most of it if you decide to go ahead. What Fashion Week Can Do for Your Brand Fashion Week is about much more than runway shows. It is an industry moment that creates a concentrated period of attention, conversation and media coverage. If approached strategically, it can help your brand in several ways. 1. Exposure to Press and Buyers Traditional press may not hold the same power it once did, but being featured in major fashion publications still holds weight. Fashion Week provides a unique opportunity to capture the attention of journalists, stylists and editors who are actively looking for new talent and fresh stories. Buyers also use Fashion Week to scout for new brands. If your goal is to be stocked in boutiques or department stores, this is a time when decision makers are paying attention. A well timed introduction or a strong collection in the right showroom could open doors that would otherwise take months or even years to access. 2. Building Industry Credibility Fashion Week acts as a stamp of legitimacy. Being present, whether through an official event, a collaboration or even strategic networking, signals that your brand is serious and established. For emerging brands, being aligned with Fashion Week can also help attract partnerships, investment and future opportunities that would be harder to secure outside of this context. 3. Influencer and Social Media Reach The rise of influencers has shifted the power dynamics of Fashion Week. Once reserved for industry insiders, it is now just as much about content creators and online storytelling. If your brand is not ready for a full scale show or event, gifting key influencers, dressing attendees or collaborating on content can generate strong organic exposure. The right person wearing your brand at the right time can create viral moments, drive sales and build brand awareness far beyond the fashion crowd. 4. Creating Brand Moments That Last Beyond Fashion Week One of the biggest mistakes brands make is treating Fashion Week as a one week event rather than part of a longer strategy. The real value comes from how you leverage it afterwards. A well executed Fashion Week activation can give you months of content for social media, email marketing and PR campaigns. From behind the scenes footage to influencer collaborations, there are many ways to extend the impact far beyond the event itself. The Downsides. Why Fashion Week May Not Be Right for Your Brand While Fashion Week can offer incredible opportunities, it is not the right move for every brand. Before committing, consider the potential drawbacks. 1. The High Cost and Resource Commitment The cost of participating in Fashion Week varies widely. A full scale runway show can cost tens of thousands of pounds, while even smaller activations like showroom placements, PR campaigns or influencer gifting require a significant budget. Beyond financial investment, it also takes time and resources. The planning, logistics and follow up can be overwhelming for small teams, often diverting attention away from other business priorities. 2. Uncertain Return on Investment Unlike paid advertising where you can track clicks and conversions, the impact of Fashion Week is harder to measure. Press coverage does not always lead to sales, influencer partnerships can be unpredictable and buyer interest does not always translate into orders. Brands that benefit the most from Fashion Week tend to be those with a clear goal, whether that is securing stockists, increasing visibility or establishing industry credibility. If your brand is still finding its direction, other marketing strategies may offer a more direct return on investment. 3. The Risk of Getting Lost in the Noise Fashion Week is crowded, with hundreds of brands competing for the same attention. Without a clear and distinctive approach, it is easy to get overshadowed by bigger names and louder campaigns. If you do not already have some level of brand recognition or a strong marketing plan in place, Fashion Week can end up being an expensive exercise in visibility without meaningful impact. How to Make Fashion Week Work for You If you decide Fashion Week is the right move for your brand, the key is to approach it strategically. Here are steps to maximise your impact without wasting time or money. 1. Set Clear Goals Before committing to anything, define exactly what you want to achieve. Are you looking to connect with buyers? Increase media coverage? Grow your social media presence? Being clear on your objectives will help you decide which Fashion Week activities to focus on, whether that is securing editorial features, hosting a pop up, collaborating with influencers or networking with industry professionals. 2. Choose the Right Format A traditional runway show is not the only way to make an impact during Fashion Week. Consider alternative approaches that may be more effective for your brand. Showrooms and pop ups: A curated showroom or pop up event allows buyers, press and influencers to interact with your products in a more intimate setting. Influencer partnerships: Dressing influencers attending Fashion Week events can provide visibility without the cost of a show. Private press appointments: Rather than relying on a crowded event, one on one meetings with journalists and stylists can lead to deeper relationships and better coverage. Digital campaigns: If attending in person is not feasible, a well timed digital campaign tied to Fashion Week can still generate buzz and align your brand with the moment. 3. Invest in PR and Outreach Fashion Week is not just about being present. It is about being seen. A strong PR strategy is essential to ensure your brand gets the attention it deserves. Whether you work with an agency or handle it in house, start outreach early. Build relationships with journalists, stylists and influencers ahead of time and ensure they are aware of your brand and any activations you are running. Having a targeted media list (which you can find on Contacts) will make this process much easier. 4. Create Content That Extends Beyond the Week The buzz of Fashion Week fades quickly, but your content does not have to. Plan a content strategy that captures the moment and repurposes it for ongoing marketing. Film behind the scenes footage and share it in real time and after the event. Capture influencer and press moments and use them for future campaigns. Share Fashion Week related content in your emails and social media beyond the event itself. 5. Follow Up and Maintain Relationships Fashion Week is just the beginning. The real results come from how you nurture the relationships and opportunities created during this time. Follow up with journalists who attended your event or received press materials. Stay in touch with buyers who showed interest in your collection. Continue engaging with influencers who featured your brand. Should You Do It? Fashion Week is not a one size fits all opportunity. For some brands it can be a powerful accelerator, while for others it can be a costly distraction. If your brand has clear goals, a strong marketing strategy and the resources to execute effectively, Fashion Week can be a valuable platform. But if you are not quite there yet, there are many other ways to build visibility and grow your business without the pressure of Fashion Week. Whatever you decide, make sure it aligns with your long term strategy. Fashion Week is just one piece of the puzzle, not the whole picture.
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How to Get Celebrities to Use Your Products Authentically
Let’s be real—having a celebrity use your product is the ultimate PR win. It boosts credibility, increases brand awareness, and can lead to serious sales. But the question is: How do you get celebrities to use your products authentically—not just as a paid endorsement? A forced, transactional shoutout rarely has the same impact as an organic moment where a celebrity genuinely loves your product. So, how do you make that happen? Let’s break it down step by step. 1. Find the Right Celebrities for Your Brand Not every A-lister will be the right fit for your brand—and that’s okay! The key is to target celebrities who align with your brand values and aesthetic. Look at their lifestyle – Would they realistically use your product? If your brand is all about clean beauty, target celebs known for their natural skincare routines. Check their social media – Do they frequently tag brands they love? Are they vocal about specific causes or interests that align with your brand? See what they’ve worn or used before – If they’ve already been spotted using similar products, they’re more likely to try yours. Pro tip: Don’t just go after the biggest names—rising stars, niche celebrities, and reality TV personalities can be just as (if not more) influential for certain audiences. 2. Work Through Their Stylists, Makeup Artists & Inner Circle One of the best ways to get your product into a celebrity’s hands? Go through their glam squad. Celebrities trust their stylists, makeup artists, and personal assistants to introduce them to new brands. Here’s how to do it: Find their glam team – Check Instagram tags, behind-the-scenes credits, or interviews where they mention their stylists or MUAs. Reach out to them directly – Stylists and makeup artists are more likely to accept PR gifts than celebrities themselves. Make it easy for them – Offer to send them a product to try on their celeb client, but keep it low-pressure. Example DM/email:“Hi [Name], I love your work with [Celebrity]! I think our [Product Name] would be a perfect fit for them—would love to send you some to try for your kit. Let me know if you’re interested!” Pro tip: Some glam team members share their PR contact details in their Instagram bios—so always check! 3. Send Thoughtful Celebrity Gifting (Without Being Spammy) Randomly sending products to celebrities without a strategy is a waste of time and money. If you’re going to gift, make it personal and thoughtful. How to Gift Celebrities the Right Way: Personalise it – Include a handwritten note that makes a connection (e.g., “We saw you love hydrating serums—this one’s packed with hyaluronic acid for a dewy glow!”). Keep it exclusive – Make them feel special by sending a limited-edition version or an exclusive first look at a new launch. Make it Instagrammable – The packaging should be high-quality, beautifully presented, and photo-worthy. What NOT to do: Don’t bombard them with multiple products they didn’t ask for. Don’t expect an immediate post or endorsement. Don’t follow up aggressively (One polite check-in is fine, but if they’re interested, they’ll let you know). Pro tip: Celebrities love products with their name or initials engraved—if possible, personalise your gift to make it even more special! 4. Leverage Celebrity Hotspots & Events A great way to get celebrities to use your products is to place them where they’ll naturally come across them. Here’s how: Get into celebrity gifting suites – These are events where brands showcase products for celebrities during award season, festivals, and fashion weeks. Partner with VIP hotel spas & salons – Luxury hotels, spas, and beauty bars that celebrities frequent are great places to get your products noticed. Sponsor high-end events – Getting your brand into exclusive launch parties, film festivals, or charity galas can put it in the hands of A-listers. Example: If you’re a beauty brand, getting your product stocked in the spa at The Beverly Hills Hotel or The Edition in London could lead to natural celebrity exposure. 5. Focus on Subtle, Organic Exposure The best celebrity endorsements don’t feel like endorsements at all—they feel like real moments of product love. Ways to create organic celebrity exposure: Send PR gifts before a big event – Celebrities are more likely to use your product when they need something new for an upcoming appearance. Encourage paparazzi moments – Celebrities get snapped at the airport, the gym, and coffee runs—make sure your product fits into their lifestyle. Get them using it without tagging – Some celebs don’t like to tag brands, but if they’re spotted using your product in paparazzi shots, interviews, or red carpet moments, that’s just as powerful. Pro tip: If a celebrity is photographed using your product, share it on your brand’s social media (“Spotted: [Celebrity] keeping their skin glowing with our hydrating mist!”). 6. Don’t Underestimate the Power of Micro-Celebrities & Influencers Major A-listers might be a challenge to reach, but reality stars, TikTok creators, and rising actors can be just as impactful—if not more. Why? They’re more likely to engage with brands. Their followers feel a stronger connection to them. They can be just as influential in niche markets (beauty, fashion, wellness, etc.). Example: A skincare brand that gifts Love Island contestants or Netflix reality stars might see more engagement than sending products to a big Hollywood celeb. Pro tip: Check who’s trending on reality TV, fashion week circuits, and TikTok’s beauty community—they could be your next big brand ambassador. 7. Play the Long Game (And Be Patient!) Celebrity placements rarely happen overnight. Sometimes a celeb will receive a product and start using it months later. The key is to be patient and keep your brand on their radar. Continue engaging on social media – If a celeb posts about your industry (skincare tips, wellness routines, etc.), comment or interact genuinely. Keep gifting strategic – Only send follow-up gifts if there’s a new product launch or a reason to reconnect. Leverage relationships – If a stylist or influencer has already loved your product, nurture that connection—they might introduce it to more high-profile people. Pro tip: Even if a celebrity doesn’t post about your product, them simply using it can be valuable. If they fall in love with it, they might talk about it later when the moment feels natural. Getting celebrities to use your product authentically is all about strategic placement, thoughtful gifting, and relationship-building. Instead of chasing random A-listers, focus on creating moments where your product naturally fits into their world. It might take time, but when done right, an authentic celebrity placement can be game-changing for your brand.
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What Makes a Good Press Kit?
If you’re serious about getting press coverage, you need a killer press kit. Think of it as your brand’s media-friendly resume—a one-stop shop for journalists, influencers, and potential collaborators to quickly get the key details they need to feature you. But what actually makes a good press kit? What should you include? And how do you make it irresistible to the media? In this guide, we’ll break it all down, giving you a step-by-step blueprint to create a press kit that gets you noticed. Why Do You Need a Press Kit? Journalists and influencers are busy people. They don’t have time to chase you down for product images, background info, or quotes. A well-organised press kit makes their job easier, increasing your chances of being featured. A strong press kit: Makes you look polished and professional Saves time for the media (which they love!) Provides instant access to high-quality assets Increases your chances of securing press & partnerships Now, let’s get into what you actually need to include. What to Include in Your Press Kit 1. A Strong Brand Overview This is your elevator pitch—the “who, what, and why” of your brand. Keep it concise, engaging, and not overly salesy. Who you are – Briefly introduce your brand and what you do. What makes you unique – Highlight your mission, values, or anything that sets you apart. Why people should care – Do you solve a problem? Fill a gap in the market? Make it clear why your brand is worth covering. Example:“Glow & Co. is a sustainable skincare brand that blends science-backed formulas with planet-friendly ingredients. Our mission? To make high-performance skincare that’s kind to your skin and the earth.” 2. High-Quality Product & Lifestyle Images No blurry, low-res images allowed! The media needs professional, high-quality visuals to feature your brand properly. Product images – Clear, high-resolution images with a white background. Lifestyle images – Show your products in action—being used, worn, or styled. Logo files – Provide your logo in different formats (PNG, JPEG, and vector files like EPS or SVG). Pro tip: Make images downloadable via a Google Drive, Dropbox, or a dedicated media page on your website. 3. Your Founder’s Bio & Headshot If you’re the face of your brand, media outlets might want to feature you as much as your products. Short & engaging bio – Include your background, why you started the brand, and any key achievements. Professional headshot – A high-quality image of you, preferably in a setting that reflects your brand’s aesthetic. Example:“Sophie James launched Glow & Co. in 2021 after struggling to find clean skincare that actually worked. With a background in cosmetic chemistry, she created a brand that blends science with sustainability—earning features in Vogue and Elle just six months after launching.” 4. Press Features & Testimonials If you’ve been featured in any publications or by influencers, showcase them here! Social proof builds credibility and makes you more appealing to journalists. Media coverage – Include links to articles or press mentions. Influencer shoutouts – If a well-known influencer has raved about your product, highlight it. Customer testimonials – Add a few glowing reviews to reinforce trust. Pro tip: If you haven’t had press coverage yet, don’t stress! Use strong customer testimonials instead. 5. Key Product Information Journalists love when everything they need is in one place. Provide detailed product information in a quick, scannable format. Product names & descriptions Pricing & availability (where to buy) Ingredients or materials (especially for beauty & fashion brands) Sustainability credentials (if applicable) Example:Radiance Glow Serum – A lightweight, vitamin C-packed serum that brightens skin and boosts hydration. Made with organic ingredients and housed in 100% recyclable packaging. £35, available at glowandco.com. 6. Contact Information Make it super easy for the media to get in touch with you. PR contact name Email address Phone number (if relevant) Social media links Website URL Pro tip: Have a dedicated press email (e.g., press@yourbrand.com) to keep media enquiries separate from customer service emails. How to Make Your Press Kit Stand Out Now that you know what to include, let’s talk about how to make your press kit unforgettable. Keep it visual – A well-designed, on-brand press kit makes a huge difference. Use brand colours, fonts, and layouts that reflect your aesthetic. Make it easy to access – Host it on your website as a downloadable PDF or in a Google Drive/Dropbox folder. Keep it up to date – Update your press kit whenever you have new press, products, or testimonials. Don’t overcomplicate it – Keep things clear, concise, and easy to skim—journalists don’t have time for a 10-page novel! A well-crafted press kit can be the difference between landing press coverage and getting ignored. By making it as easy as possible for journalists and influencers to feature you, you’ll set yourself up for more media opportunities and brand exposure. So, if you haven’t already, it’s time to create (or refresh!) your press kit and start getting the recognition your brand deserves.
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When Should I Contact the Media?
You’ve got an exciting brand, a great product, and a strong story—so when is the right time to contact the media? Timing is everything in PR. Reach out too early, and your news might get forgotten. Reach out too late, and you’ve missed the opportunity entirely. To help you nail your timing, here’s a breakdown of when to pitch journalists and influencers so your story actually gets picked up. 1. Understand Media Timelines Before you reach out, you need to understand how different types of media work. Long-lead media (print magazines) – Plan 3–6 months in advance Short-lead media (online publications, digital magazines) – Plan 4–6 weeks in advance Daily news sites & blogs – Plan 1–2 weeks in advance Influencers & social media – Plan 1–4 weeks in advance Pro tip: If you’re pitching for holiday gift guides, summer fashion roundups, or seasonal trends, reach out way earlier than you think—major magazines start curating lists months in advance! 2. Best Times to Contact Journalists Journalists work on deadlines, and your email is just one of hundreds they receive daily. Reaching out at the right time can make all the difference. Best days to pitch: Tuesday–Thursday (avoid Mondays & Fridays) Best time to email: Between 9:30 AM – 11:30 AM (when journalists check emails but aren’t overloaded yet) Avoid: Monday mornings (inbox chaos) Friday afternoons (mentally checked out for the weekend) Late at night (your email will get buried by morning) Pro tip: If your email gets lost in the flood, send a polite follow-up 5–7 days later (but no more than twice!). 3. When to Contact the Media About Your Brand Now that you know the media’s schedule, let’s talk about when you should reach out based on what you’re pitching. If You’re Launching a New Brand or Product Long-lead media – Start pitching 3–6 months before launch Online media & influencers – Start pitching 4–6 weeks before launch Last-minute hype – Start pitching 1–2 weeks before launch Example: If your fashion brand is launching in September, you should start pitching to print magazines in April–May, online media in July, and influencers in August. If You Want to Be in a Holiday Gift Guide Major magazines work 4–6 months ahead! Christmas gift guides in print magazines – Start pitching in June–July Online holiday guides – Start pitching in September–October Influencer gift guides – Start pitching in November–early December Pro tip: Don’t wait until November to pitch major publications—it’ll be way too late. If You Have a Big Brand Announcement (Rebrand, Collab, Expansion, etc.) Long-lead media – Pitch 3+ months in advance Online media – Pitch 1–2 months before the announcement Influencers & social media – Pitch 2–4 weeks before the announcement Example: If you’re launching a designer collab in September, start pitching magazines in June, online media in July, and influencers in August. If You Have a Seasonal Product or Trend-Based Story Spring/Summer features – Start pitching in December–February Autumn/Winter features – Start pitching in June–August Pro tip: Journalists love trend-driven pitches. If your beauty product aligns with a rising skincare trend or your fashion brand fits an upcoming colour trend, pitch it early! If You Want to Be Featured in a News Story The sooner, the better! If your pitch is tied to a trending topic, act fast—journalists are working on tight deadlines. If a breaking news story relates to your brand (e.g., a sustainability law change and you run an eco-friendly brand), reach out within 24–48 hours. 4. Best Times to Contact Influencers Influencers don’t work on the same strict editorial schedules as journalists, but timing still matters. If You’re Sending PR Gifts Influencers with large followings (100K+) – Reach out 1–2 months in advance Micro-influencers (under 100K) – Reach out 2–4 weeks in advance Example: If you want influencers to post about your product for Valentine’s Day, start reaching out in early–mid January. If You’re Running an Influencer Campaign Small, short-term campaigns – Contact influencers 2–4 weeks in advance Larger, multi-influencer campaigns – Contact influencers 6–8 weeks in advance Pro tip: Popular influencers book collaborations far in advance, so don’t leave your outreach until the last minute! 5. What If You’re Too Late? Missed the ideal pitch window? Here’s how to salvage the opportunity: Find a fresh angle – If you missed Christmas gift guides, pitch a “New Year’s Must-Haves” angle instead. Target digital-first media – Online publications have shorter lead times than print. Leverage influencers – They can create content faster than traditional media. Pitch for next time – If you missed this year’s opportunity, plan ahead for next year! Getting featured by the media isn’t just about what you pitch—it’s about when you pitch. By aligning your outreach with editorial calendars and deadlines, you’ll massively increase your chances of landing press coverage. So, take a look at your PR plans, mark your calendars, and get pitching at the right time!
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How to Build Relationships with the Media
If you want consistent press coverage, you can’t just send out cold pitches and hope for the best. The secret to getting featured again and again? Strong relationships with journalists and influencers. When you take the time to build genuine connections, you’re no longer just another email in a crowded inbox—you’re someone they want to hear from. And that’s when the real PR magic happens. So, how do you go from being a total stranger to a go-to source for the media? Let’s break it down step by step. 1. Get to Know the Right People Not all journalists and influencers are the right fit for your brand. Instead of blasting out the same message to everyone, focus on building relationships with people who are actually interested in your industry. Research before you reach out – Look at who’s writing about brands similar to yours. Check their latest articles and see if their style matches your brand. Follow them on social media – Engage with their posts, share their work, and start building familiarity before you ever pitch. Make a media list – Keep track of relevant journalists, bloggers, and influencers, along with their contact details, beats (topics they cover), and any past interactions. 2. Become a Valuable Resource (Not Just a Pitcher) Journalists get tons of PR pitches every day, most of which are purely self-promotional. Instead of just asking them to cover your brand, focus on providing value. Offer useful insights – If you have industry expertise or unique trend predictions, share them! Journalists love expert sources. Help them with their stories – If you see a journalist posting a request for sources (on platforms like Twitter/X), jump in and offer helpful info—even if it’s not about your brand. Be responsive – If a journalist reaches out for info, product samples, or quotes, reply quickly. Deadlines are tight, and being easy to work with makes you more likely to be contacted again. Pro tip: If a journalist doesn’t use your quote or feature you this time, don’t take it personally. Stay on their radar and be helpful—they might use you in a future piece. 3. Personalise Your Pitches (No Copy-Pasting!) One of the biggest mistakes brands make? Sending out generic, copy-paste pitches to dozens of journalists. If you want to build a relationship, your outreach needs to feel personal. Reference their past work – Mention an article they wrote that you enjoyed or a topic they frequently cover. Explain why your pitch is relevant – Make it clear why their audience would care about your story or product. Keep it concise – Get to the point in just a few short paragraphs. Example of a bad pitch:“Hi [Journalist], we’re a new beauty brand and we’d love for you to feature us!” Example of a great pitch:“Hi [Journalist], I loved your recent piece on sustainable beauty trends! Since you often cover eco-friendly brands, I thought you might be interested in [your brand], which just launched a 100% plastic-free skincare line. Happy to send over samples if you’d like to try them!” Pro tip: Even if a journalist doesn’t respond, don’t spam them with follow-ups. One polite follow-up after a week is fine—any more, and you risk annoying them. 4. Stay in Touch (Even When You’re Not Pitching) The best media relationships aren’t just about pitching—they’re about consistent engagement. If the only time a journalist hears from you is when you want something, it won’t feel like a real connection. Share their work – If a journalist writes a great article (even if it’s not about you), share it on social media and tag them. Congratulate them – Did they win an award? Start a new role? A quick message of support keeps you on their radar. Send useful tips – If you see an interesting trend or stat related to their niche, send a short email saying, “Thought you might find this useful for future stories!” Pro tip: If a journalist does cover your brand, send a thank-you email. A simple “Really appreciate you including us in your piece!” goes a long way in strengthening your relationship. 5. Build Relationships with Influencers, Too Traditional media isn’t the only way to get coverage—influencers play a huge role in brand visibility, especially in fashion, beauty, and lifestyle. Engage before you pitch – Like and comment on their posts genuinely (don’t just drop a fire emoji and move on). Personalise your outreach – If you’re gifting products, explain why you think they’d love it. Offer long-term partnerships – Instead of just one-off features, consider building an ambassador program to work with influencers regularly. Respect their creative freedom – Influencers know their audience best, so don’t micromanage how they talk about your brand. Pro tip: Just like journalists, influencers appreciate brands that support them year-round, not just when they want a promo. Show love for their content consistently! Building relationships with the media isn’t about quick wins—it’s about playing the long game. When you focus on genuine connections, providing value, and being easy to work with, you’ll naturally start landing more coverage. So, instead of seeing journalists and influencers as gatekeepers, think of them as potential collaborators. Treat them with the same care you’d treat your customers, and watch your media presence grow.
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How to Do Follow-Up Emails
So, you’ve sent out a carefully crafted pitch, and now… crickets. No reply. No feature. No signs of life in your inbox. Before you assume the worst (“They hate me!” or “My brand isn’t good enough!”), here’s the truth: Journalists and influencers are busy—your pitch probably just got buried. This is where the follow-up comes in. But there’s a fine line between a helpful nudge and an annoying email that gets you blacklisted. Want to know how to follow up the right way and increase your chances of a response? Let’s break it down. 1. Give It Time (Don’t Follow Up Too Soon!) Journalists and influencers don’t check their inboxes the way you do. They might be drowning in hundreds of emails a day, working on tight deadlines, or simply prioritising other stories. For journalists: Wait 5–7 days before following up. For influencers: If it’s a gifted or partnership enquiry, give them 7–10 days before nudging them. When not to follow up: If your pitch was time-sensitive (e.g., an exclusive event invite), then a quicker follow-up within 48 hours is okay. Pro tip: If a journalist is working on a breaking news story, don’t follow up immediately. Instead, try again later when they have more breathing room. 2. Keep It Short & Sweet A follow-up is not a chance to re-pitch in detail. Journalists and influencers don’t need a long email—just a quick reminder. Example of a bad follow-up:“Hey, just checking if you saw my email about our brand. I really think you should cover us because… [long pitch repeated here]. Let me know your thoughts!” Example of a good follow-up:Subject: Quick follow-up on [your original pitch]“Hi [Name], I hope you’re having a great week! Just wanted to follow up on my email about [your pitch] to see if this might be of interest. Happy to provide any extra info you need. Looking forward to your thoughts! Best, [Your Name]” Make it easy to say yes – Offer to provide more details, images, or samples without over-explaining. Keep it warm and professional – No passive-aggressive “Just circling back again…” vibes! Keep the subject line clear – A simple “Following up on [pitch topic]” is perfect. 3. Change Up Your Approach (If Needed) If your first follow-up goes unanswered, try tweaking your angle before following up again. Reframe your pitch – Maybe your original angle didn’t resonate. Can you position it differently? Add new value – Has there been an update, a new product launch, or a fresh insight that strengthens your story? Try a different channel – If email isn’t working, try engaging on social media before attempting another follow-up. Pro tip: If a journalist never responds after two follow-ups, move on for now. Some stories just aren’t the right fit at that moment—but that doesn’t mean they won’t be in the future! 4. When (and How) to Follow Up with Influencers Influencers handle PR differently than journalists—many receive tons of brand requests, so follow-ups need to be respectful of their workflow. If you sent a gifting offer… First follow-up: Wait 7–10 days to check if they’d like to receive the product. Second follow-up (if needed): If no reply, send a polite “no worries” email and move on. Example follow-up:“Hey [Name], just following up to see if you’d be interested in trying [product name]! No pressure at all—just wanted to check in. Let me know either way. Thanks!” If they accepted a gifted product but haven’t posted… First follow-up: Wait 2–3 weeks after they receive it. Second follow-up (if needed): If they haven’t posted after another 1–2 weeks, send one more gentle nudge. Example follow-up:“Hey [Name], hope you’re loving [product]! Just wanted to check if you had a chance to try it yet. No rush—just excited to hear your thoughts! Let me know if you need anything. Thanks!” What not to do: Don’t demand a post or guilt-trip them. If an influencer hasn’t posted after two follow-ups, it’s best to move on gracefully. 5. Know When to Stop Following Up If you’ve followed up twice and haven’t heard back, it’s time to let it go (for now). Do not: Keep emailing over and over (this will get you marked as spam). Send guilt-tripping messages (“I know you’re busy, but I’d really appreciate a response”). Take it personally (sometimes it’s just not the right time). Instead, focus on nurturing long-term relationships. Even if they didn’t reply this time, they might in the future—especially if you keep engaging with their content. Pro tip: Keep a follow-up tracker so you don’t accidentally overdo it with the same contact. Following up isn’t about nagging—it’s about strategic reminders that keep you on a journalist or influencer’s radar. By keeping your follow-ups timely, short, and friendly, you increase your chances of a response without damaging relationships. And remember: no reply doesn’t always mean no interest. Sometimes, it just means not right now. So, keep building relationships, refining your approach, and staying persistent—but never pushy.
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