You sent a solid pitch to the right reporter. No response. It’s a scenario every PR professional knows well.
Hearing crickets from a reporter can be frustrating, but it does not always mean they are not interested. News changes rapidly. A breaking story can take over the day; deadlines can pile up and a pitch that made sense that morning may no longer be a priority by the afternoon.
Don’t keep pushing the same pitch. Revisit the timing, angle and approach before reaching out again.
Start with the News Cycle
Even a strong pitch can come at the wrong time. Breaking news can shift a reporter’s attention and push other stories back.
Has the news cycle shifted? Is your story still relevant?
At The Mach 1 Group, we know timeliness can change the value of a pitch. A story that failed to gain traction last week may become newsworthy today when emerging developments give reporters a fresh reason to pay attention.
Reconsider What Makes the Story Newsworthy
Look at your pitch from the reporter’s perspective. Why should their audience care?
What matters to your organization may not always matter to a broader audience. Journalists are tasked with delivering news that is valuable to the communities they serve. A strong media pitch bridges that gap by quickly answering three key questions: Why does this story matter, why now and who does impact it?
Keep the story simple. You may know the issue inside and out, but the reporter and their audience does not. Cut the industry jargon and explain the bigger picture in a way people can understand quickly.
Make Sure You’re Talking to the Right Person
Sometimes you have the right story, but not the right reporter.
Newsrooms turnover is constant Reporters switch beats, staff move to new outlets and coverage areas shift. A media list that was accurate six months ago may already be out of date.
Before sending the pitch again, check what the reporter has covered recently. Make sure the story still fits their beat and audience. A smaller or more specialized outlet may be a better fit than a larger outlet that is unlikely to cover the story. And remember: a media hit for a targeted audience is always a win, no matter how small or big that audience is.
Make Their Job Easier
Today’s reporters are often balancing multiple stories, topics and deadlines. The easier you make it for them to understand and develop a story, the better.
That means being ready with more than an interesting idea. Have a prepared spokesperson available, provide relevant data, background information, references, graphics, videos or other materials that could help bring the story together.
Think of your pitch as the starting point but be prepared to deliver the full package. Make a reporter’s job easier by having everything they need ready to go. Being a reliable, well-prepared resource increases your chances of securing coverage while laying the foundation for a strong, lasting relationship with reporters.
Think Beyond This Pitch
Never lose sight of the fact that media relations are about earning trust, building credibility and cultivating relationships that last well beyond a single story.
One unanswered email does not mean a reporter will never be interested in your organization or your expertise. Respect their time, pay attention to what they cover and continue to be a useful resource when the right opportunity comes along.
Sometimes the best thing you can do for a pitch is to know when to stop chasing it.
Take what you learned, strengthen your approach and focus on making the next story harder to ignore.
