{"id":509,"date":"2016-11-11T15:14:43","date_gmt":"2016-11-11T15:14:43","guid":{"rendered":"http:\/\/aboutcom.com.br\/\/pt\/?p=509"},"modified":"2025-08-01T13:26:12","modified_gmt":"2025-08-01T13:26:12","slug":"assessoria-de-imprensa-5-regras-do-follow-up-burro","status":"publish","type":"post","link":"https:\/\/aboutcom.com.br\/pt\/assessoria-de-imprensa-5-regras-do-follow-up-burro\/","title":{"rendered":"Assessoria de imprensa: 5 regras do follow-up burro"},"content":{"rendered":"

por Editorial aboutCOM<\/b><\/p>\n

Considerado o grande terror do assessor – e do jornalista – o follow-up pode arruinar o relacionamento da empresa com a m\u00eddia se mal conduzido<\/span><\/i><\/p>\n

Conseguir destaque (positivo) na m\u00eddia: esse \u00e9 um dos principais objetivos das empresas ao buscar uma assessoria de imprensa. Para isso, manter um canal aberto com os ve\u00edculos de interesse \u00e9 de suma import\u00e2ncia e parte de uma estrat\u00e9gia de comunica\u00e7\u00e3o eficaz. O chamado follow-up, express\u00e3o americana para o termo \u2018fazer o acompanhamento\u2019, \u00e9 uma das ferramentas mais utilizadas, seja antes ou depois de uma sugest\u00e3o de pauta.<\/span><\/p>\n

Apesar de parecer algo simples –\u00a0 afinal, trata-se \u201capenas\u201d de uma liga\u00e7\u00e3o para o jornalista – \u00e9 uma das atividades mais cr\u00edticas do trabalho de PR e, se mal conduzido, pode arruinar o relacionamento da empresa com a m\u00eddia, encerrando as chances de emplacar uma mat\u00e9ria. E, acredite, isso \u00e9 mais comum do que parece. Veja, a seguir, cinco regras do follow-up burro:<\/span><\/p>\n

    \n
  1. Ligar para um jornalista sem conhecer a linha editorial do ve\u00edculo no qual trabalha nem, sequer, j\u00e1 ter lido alguma mat\u00e9ria dele;<\/span><\/li>\n
  2. Mandar o release para deus@terra e telefonar cinco minutos depois para<\/span>
    \n<\/span>t-o-d-o o mailing, apenas para checar o recebimento. O que adianta s\u00f3 saber se o email chegou, se voc\u00ea nem sabe direito com qual ve\u00edculo est\u00e1 falando? H\u00e1 grande risco de enviar um material sobre \u201ccomo cuidar de seu jardim\u201d para uma revista que cobre economia e pol\u00edtica;<\/span><\/li>\n
  3. Pedir para o funcion\u00e1rio mais novo da empresa entrar em contato com o jornalista. Vai ser muito eficaz, afinal, ele j\u00e1 sabe tudo sobre o cliente e a pauta, n\u00e3o \u00e9? N\u00e3o!;<\/span><\/li>\n
  4. N\u00e3o conhecer a rotina da m\u00eddia e escolher o dia e hora exatos do fechamento para ligar;<\/span><\/li>\n
  5. Telefonar depois de uma semana e perguntar: voc\u00ea recebeu o release que enviei no dia 2 de outubro, \u00e0s 14h54?. Assim como voc\u00ea, o jornalista recebe milhares de mensagens no decorrer de uma semana e passar detalhes do momento exato que enviou um material, n\u00e3o adianta em nada e, certamente, ele n\u00e3o vai checar.<\/span><\/li>\n<\/ol>\n

    Preste aten\u00e7\u00e3o nessas regras para n\u00e3o transformar o follow-up em uma experi\u00eancia desastrosa para voc\u00ea e para o jornalista.<\/span><\/p>\n

    Saiba mais:<\/b><\/p>\n

    Relacionamento n\u00e3o se constr\u00f3i com cara-crach\u00e1<\/span><\/a><\/p>\n

    about being aboutCOM #2: informa\u00e7\u00e3o n\u00e3o \u00e9 diferencial<\/span><\/a><\/p>\n

    Imagem: Dpositphotos<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

    Um follow up sem cuidado pode arruinar o relacionamento com o canal midi\u00e1tico<\/p>\n","protected":false},"author":2,"featured_media":510,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[220,224],"tags":[],"class_list":["post-509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conhecimento","category-linha-de-frente-conhecimento"],"blocksy_meta":[],"acf":[],"yoast_head":"\nAssessoria de imprensa: 5 regras do follow-up burro<\/title>\n<meta name=\"description\" content=\"Considerado o grande terror do assessor - e do jornalista - o follow-up pode arruinar o relacionamento da empresa com a m\u00eddia se mal conduzido\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/aboutcom.com.br\/pt\/assessoria-de-imprensa-5-regras-do-follow-up-burro\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:locale:alternate\" content=\"en_US\" \/>\n<meta property=\"og:locale:alternate\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Assessoria de imprensa: 5 regras do follow-up burro\" \/>\n<meta property=\"og:description\" content=\"Considerado o grande terror do assessor - 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