Even the most carefully crafted media pitch can sometimes fall flat. If you’ve experienced this, you’re not alone—every PR professional has faced the challenge of a pitch that just doesn’t resonate. But what you do next can make all the difference. Here’s a guide to help you navigate this situation, turn it around, and achieve the media coverage you seek.
1. Assess and Analyze the Situation
The first step is to figure out why your pitch didn’t land. Review the pitch with a critical eye, considering these factors:
- Relevance: Was the pitch relevant to the journalist or media outlet? Tailoring your pitch to the specific interests of the journalist and the publication is crucial.
- Timing: Did your pitch coincide with a major news event or another story that took precedence? Timing can make or break a pitch.
- Clarity: Was your message clear and concise? Journalists are often overwhelmed with pitches, so clarity and brevity are essential.
- Value: Did your pitch offer something newsworthy or valuable to the audience? Make sure your story has a strong hook.
Ask for feedback from the journalist or media outlet. While you may not always receive a response, constructive criticism can offer valuable insights.
2. Revise and Refine Your Pitch
Once you’ve identified potential weaknesses in your pitch, it’s time to revise and refine it. Consider the following adjustments:
Personalize your pitch.
Go beyond generic pitches by addressing the journalist by name and referencing their previous work. Demonstrating that you’ve done your homework can significantly increase your chances of getting noticed.
Strengthen your hook.
Make sure your pitch has a compelling hook that grabs attention right away. This could be a unique angle, a surprising statistic, or a timely connection to current events.
Craft an attention-grabbing subject line.
The subject line is the first thing a journalist sees, so make it count. Craft a subject line that’s intriguing and informative, clearly indicating the pitch’s value.
Emily Reynolds Bergh, the founder of R Public Relations Firm and a public relations guru, recommends, “If your pitch still seems lackluster, consider changing the angle entirely. Sometimes a fresh perspective can breathe new life into a story.”
3. Target the Right Outlets
Maybe your pitch didn’t resonate because it wasn’t sent to the right outlets. Research your media list and ensure you’re targeting journalists and publications that align with your story. Tools like Cision and Muck Rack can help you identify the right contacts and track their recent work.
If you realize your original targets weren’t the best fit, expand your list. Sometimes, a niche publication or a local outlet is more likely to pick up your story than a major national newspaper.
4. Follow Up Thoughtfully
Following up can be a delicate balance. You don’t want to be pushy, but you don’t want to miss an opportunity. When following up, keep these tips in mind:
- Be polite and professional.
Always approach follow-ups with a courteous tone. A simple, “I wanted to check in to see if you had a chance to review my pitch,” can suffice.
- Offer additional value.
Use the follow-up to provide extra information or a new angle. This could be an updated statistic, a quote from a relevant expert, or an upcoming event that ties into your pitch.
- Know when to move on.
If you have not received a response after one or two follow-ups, it may be time to move on. Consider pitching the story to another outlet or revisiting it later with new information.
5. Learn and Adapt
Every failed pitch is a valuable learning opportunity, offering insights that can significantly enhance your future PR efforts. Again, assessing, analyzing and even keeping a detailed record of these observations can help you identify patterns over time, allowing you to refine your strategy.
Bergh adds, “The PR landscape is constantly evolving, influenced by shifts in media consumption, emerging technologies, and changing social narratives. What worked yesterday may not work tomorrow. Stay adaptable and open to change.”
Consider experimenting with new formats, such as multimedia press releases, or exploring different platforms, like podcasts or social media, to reach your target audience. Additionally, don’t hesitate to seek out new learning opportunities. Attend industry webinars, read up on the latest PR trends, and engage with other professionals in the field. The more you invest in continuous learning, the better equipped you’ll be to adapt to the ever-changing media environment and refine your pitches to align with current best practices.
When your media pitch falls flat, it’s not the end—it’s a chance to regroup, refine, and reengage. Keep learning and stay persistent, and you’ll increase your chances of getting the media coverage your story deserves. If you need advice on how to reposition your pitch, we can help. Schedule a meeting with RPR today.