By Maira Manesco
When someone does the follow-up, it means they are estimating answers to a pre-established contact. Very common in the areas of buying and selling of a company, the action also has great importance to the media relations.
As well as in the commercial area, in communication the follow-up completes the satisfactory sales process, but in this case it is the negotiation of a story idea for a media outlet. Which means that the press secretary uses this tool to create and maintain a favorable relationship with the communication channels.
The follow-up can be done before or after a story suggestion. Before a story suggestion, it has the intention to present a subject to journalists in order to generate interest for a story or an exclusive interview. On the other hand, the follow-up after sending the press release is done to check if the journalists were satisfied with the material received or need more information.
Finally, it is important to remember that the follow-up is essential for the work of communication agencies, because with its help it is possible to achieve excellent results in the press for their clients, maintaining a positive relationship with the media.
