When should the follow-up be done? The data show that most authors prefer to follow three to seven days after the first email is sent. When it comes to winning the press on world-class online sites such as NYTimes, CNN, Forbes the Atlantic and others, it’s not impossible, but it’s getting harder and harder because an endless amount of content is created every day. Given the number of sites they receive each day, authors are too busy to navigate through a complicated site and figure out what it is. Online book authors and publishers rely to some extent on public relations presentations to provide content that fills their editorial calendars. There are advantages and disadvantages to advertising all three roles, but it’s good to consider their different roles and responsibilities when actively promoting a content campaign. We asked more than 500 online journalists and authors how they would like to stay in touch with a PR professional after working with them on an article. Our survey revealed that authors who cover popular topics such as women’s interests, housing and lifestyle, and entertainment receive twice as many arguments as authors who cover personal finance and business. One crucial reason an author rejected your message is that it’s not relevant. This puts a lot of pressure on your subject line, making it one of the most important elements of your email communication strategy. Despite the data suggesting that you have a better chance with freelancers and writers, the bottom line is that they often still have to tell their stories to the publisher. Our survey of more than 500 journalists showed that the best days to send emails are at the beginning of the work week: Mondays, Tuesdays and Wednesdays. Anecdotal evidence suggests that there is an ideal time to present an author, or the best way to write a press release or email for optimal success.