Why isn't my piece published yet?

So you’ve had a journalist tell you they want to work with you on a piece. They’ve interviewed you and told you when the piece is likely to come out. Hurrah! Time to celebrate! You eagerly anticipate seeing the piece in print (or online) and then… nothing. The date they said it would be published has been and gone and you have nothing to show for it.

Now what?

First of all, it’s worth noting that there could be many reasons your piece hasn’t been published yet. Whether because the journalist has had to publish something more pressing, the piece needs more work, or because they’ve been off work due to a vacation or illness, there’s usually a valid reason. It’s extremely unlikely they haven’t published it simply because they couldn’t be bothered.

But what are you supposed to do now? Just… wait and see when it’ll finally be done? Or can you get in touch with the journalist and give them a little nudge?

Let’s get into it.

Go ahead and give them a nudge… but not right away

Now, unless they’ve told you “your piece will, WITHOUT FAIL!, be published at exactly 12:02pm on Wednesday 1st of January,” sending them an email within minutes or even hours of when they said the piece would be out is a little much. I’d advise waiting at least a day before you get in touch. If, however, they said the piece would be out ‘some time in January’ or ‘some time at the beginning of January,’ give them a couple of weeks’ grace period.

Don’t try to get them on your schedule

Look, we get it. You want the piece to have the biggest impact it can on your business. That’s great, but you have to remember that the journalist doesn’t work for you. They work for their editor and publisher. So making sure the piece comes out in line with your next launch, probably isn’t their top priority. If they have the power and they’re nice, they’ll try to do their best, but it isn’t always going to work out like that. So emailing them a “just wondering where the piece is as I’m launching next week and am keen to use the piece as promotion” is exactly the kind of watch-tapping behaviour that’ll get you on their “never work with again - they’re too annoying” list.

If you’re still not having any luck

I’m not going to be irritating and just say “keep the faith - the piece is coming unless they tell you otherwise,” (even though it’s true) but I would encourage you to keep up the relationship away from the email chain about your piece. Ease off the pressure and instead engage in meaningful, sporadic (please - not every day!) interaction with them on social media. That way, you can make sure you stay on their radar.

Speaking from experience, when I’m behind on a piece, I’m happy to receive a follow up, but also appreciate it if the source then chills out a bit. I’ve not suddenly forgotten about the piece and I’ve told them it’s coming, so I appreciate it when they extend me the courtesy of their trust.