In comedy, a callback is a joke that comes back later and lands even harder the second time.
In PR, it’s my favorite thing that can happen.
The Callback is when a reporter who covered you once comes back to you, and then keeps coming back. Coverage builds credibility. Credibility brings invitations -- quote requests, podcast bookings, speaking slots, other reporters who saw the first story. And those invitations bring more coverage.
Every turn of that loop is easier than the last.
The numbers behind it
I looked at 1,225 pitches I’ve sent to reporters. Here’s the part that jumped out:
- Reporters who’d replied to me before answered with real interest 34.9% of the time
- Reporters I was pitching cold? 7%
That’s five times the response. Same person sending. Same quality of pitch.
The first story is always the hardest one to get. After that, the job changes from getting noticed to staying useful.
What it looks like
A job search site we work with is a great example. Its proprietary job data gave reporters something they couldn’t get anywhere else. Once they saw it was reliable and timely… they came back. Its research and commentary were cited by Bloomberg, The Wall Street Journal and CNBC, again and again, as the job market kept shifting.
That’s the Callback. The company stopped having to pitch every story, because it had become a source.
How to earn yours
- Be fast. Reporters remember who got back to them on deadline. They also remember who didn’t.
- Be specific. A quote with a number or a clear point of view gets used. A general statement gets cut.
- Bring something only you have. Data, access or experience nobody else can offer is why a reporter calls you instead of someone else.
- Stay in touch when you have nothing to pitch. Congratulate the new role, share something useful for their beat, offer a source who isn’t even your client. Relationships are built between pitches.
- Keep your promises small, and keep all of them. One missed interview can undo three good ones.
The fastest way to start the loop? Step into a topic where no one owns the conversation yet. We call that the Expert Vacuum.
Want a second set of eyes on your next announcement? Book a call with us. We’ll tell you exactly what we’d dig for.
FAQ
What is the Callback in PR?
The Callback is Notably’s term for the loop that forms after a company earns coverage: coverage builds credibility, credibility brings invitations such as quote requests and podcast bookings, and those invitations bring more coverage. It’s when a reporter who covered you once keeps coming back.
How do you build relationships with journalists?
Respond fast on deadline, give specific and quotable answers, bring data or access nobody else has, and stay in touch when you have nothing to pitch. Keep every promise, since one missed interview can undo several good ones.
Does an existing relationship with a reporter increase response rates?
Yes. In Notably’s review of 1,225 of its own pitches, reporters who had replied before responded with interest 34.9% of the time, compared with 7% for reporters pitched cold.
Why is the second media placement easier than the first?
Because the first placement proves you’re a reliable source. Reporters and producers who saw it start reaching out, so the work shifts from getting noticed to staying useful.