PR pitches don’t fail because of the media. They fail because there’s no story. As a former newsroom leader, I’ve seen thousands of pitches cross the desk. Most never made it past the inbox. Why? Because they weren’t stories, they were sales emails. Attempts to disguise self-promotion as news always fall flat. Journalists have limited time and full inboxes. If your pitch doesn’t add value to their audience, it’s gone before they hit scroll. Relationships can get you a reply, but a real story earns you coverage. So be selective. Every pitch you send shapes your credibility with that newsroom. Make it worth their time and yours. What do you think makes a pitch irresistible to a journalist?
Matthew McGrath
4mo
I only worked in communications briefly, but I found sending so-called media advisories rather than press releases were more effective. I explained the event. I gave a basic nutgraph. I explained what video and photo opportunities would be available, and who would be available for interviews. That method did really well to garner coverage. I didn’t tell anyone what the story is, I explained what was happening and gave them all the tools they needed to understand that this was worth their time and effort.
Diana Quattrone
4mo
Good advice! If only someone from the media could explain this to leadership teams who always want press releases. The hardest part on the PR side is actually managing our clients’ expectations, not getting media coverage. I typically know what will will get coverage but convincing others isn’t always easy.
Keith Marnoch 🎙️
4mo
Just because one outlet may pass on your story, doesn’t mean another outlet will see it the same way. Once the general criteria of a story are met, that’s when the real skill of pitching comes into play. Follow Simon Ostler’s guidance, but know that if Simon says ‘No’, someone else might say yes. Happy to discuss or debate but eventually a story becomes content …and some content works for one media outlet, but not another even, or especially, if those places are competitors.
In my experience, 1) new research or survey data that highlights or contradicts trends or current assumptions, 2) timely and insightful commentary on an issue of importance, and 3) access to information that readers and/or the general public don't typically have access to. Our of curiosity, from where did you notice the most failed pitches coming from: in-house comms teams or consultants/agencies?