What do you do if your media contacts and journalists in Corporate Communications are unresponsive?

é importante ter em mente os jornalistas que você quer atingir e a editoria. Outro fator preponderante é a qualidade do conteúdo. Conteúdos bem trabalhados, com fontes e dados, personalizados s?o muito bem-vindos. O que importa para o jornalista é a notícia e n?o o cliente que você representa.

Pitching media is both art and science. To do so effectively it must begin with deep research and respect, and this means customize in the pitch to the reporter, publication and beat. It means researching how the reporter likes to receive pitches and when. But even when you do all of these things, sometimes it still won’t work, and you have to think through other targets. For every journalist out there, there’s about 8 to 10 public relations folks pitching them at anyone given time, and with less journalistic outlets, the odds are tough, even for the best pitches. Patience, empathy and persistence go a long way. Play for the long game.

First, make sure your pitch makes sense to the reporter you're pitching to. Did you read the last five to ten articles they wrote? If so, is your pitch on target with those? If not, it's time to tailor it accordingly or move on to a more appropriate target. Reporters receive a lot of junk pitches, so research to ensure you're not one of them.

A method I sometimes use when a pitch is not landing is to wait a week or two, adjust the pitch, reframe it with a new heading and try again. Sometimes you're able to tie it in with the news agenda at that time to make it more relevant. It's not fail proof, but it can and has worked ??

If journalists and media contacts are unresponsive, re-evaluate your pitch. Review & read the articles the reporter typically writes to ensure your pitch aligns with the beat they actively work on. Adjust your pitch accordingly or consider targeting a different contact. Ensure your message is concise, newsworthy, and tailored to the journalist's interests before reaching out.

If you're not getting responses, consider leveraging the power of LinkedIn. A well-crafted, engaging post that highlights the essence of your pitch can attract attention, not just from your current contacts but potentially from new ones as well. Use this platform to share insights or snippets related to your pitch, making it clear why it matters. This approach not only showcases your expertise but also demonstrates your ability to engage a broader audience. Remember, LinkedIn is a goldmine for professionals looking to make meaningful connections. #LinkedInEngagement #CorporateComms

My two best practices for follow-up: - Get HYPER personalized in follow-up. Yes, I'm sure your first pitch was personalized (right?!) but if you sent a batch out to a group of appropriate people, open what you sent one at a time. Make the follow-up irrefutably clear that you are human and paying attention. "Hey, Susan, I noticed you talked about XYZ on Twitter last Thursday, which led me think this would be an intriguing angle for you..." - Offer something more. It can even be helpful to strategically hold out a nugget out from the original pitch so you know you'll have something new to offer in follow-up.

Part of "expanding your network" includes reassessing your pitch. Maybe you were going for news coverage, but is it REALLY newsworthy? Can you repurpose it into a feature pitch, or a podcast pitch? Every time you switch approach, you unlock a new pool of contacts.

When hitting a wall with media contacts, think like a gardener: it's time to cultivate new connections. Sprinkle your presence across LinkedIn groups and Twitter chats relevant to your industry. Like seeds needing nurture, relationships grow with care. Share insights, offer help, and engage genuinely. Remember, your next great media ally could be just one engaging conversation away. Networking is the soil where opportunities bloom. #NetworkingGrowth #CorporateCommunications

I totally agree! For a recent affordable housing groundbreaking ceremony, I turn to social media to engage with them. I first engaged with their posts, then messaged them event details. About 70% responded positively, asking for more information or the full press release. I think the approach works because it catches the attention of busy journalists on platforms less crowded with random press releases.

When your emails vanish into the void, it's time to get social. Platforms like LinkedIn and Twitter are not just for scrolling; they're your stage. A direct, thoughtful comment or share can catch a journalist's eye where emails can't. Keep it professional, but don't be afraid to show your brand's personality. This approach not only puts you on their radar but also showcases your engagement with current trends and news. #SocialSavvy #MediaRelations

In a sea of digital messages, dare to differentiate. If your emails echo in the void, pivot to LinkedIn InMail for a personal touch, or surprise them with a handwritten note. These gestures break the monotony, showing you're not just another pitch in their inbox but a professional with flair and dedication. Embrace the unconventional; it's your spotlight in the crowded stage of Corporate Communications. #StandOutStrategy #CreativeComms

With newspaper newsrooms leaner, times of more extensive coverage require reallocation of staff and editorial space. That's why it's always important to understand the moment. Major national events, such as elections, the Olympics, the FIFA World Cup or the start of a war are examples of situations that attract media attention and can deprioritize your agenda.

Outre un bon pitch, un bon timing, il est primordial de créer un lien avec vos correspondants ; être réactifs quand ils ont besoin d'informations concernant votre structure, bien les cibler pour leur éviter et vous éviter de perdre du temps. Vérifier également que votre communiqué vaut vraiment la peine d'être envoyé, trop de communiqués tue les communiqués :)

If media contacts/journalists are unresponsive, politely follow up, offer valuable content, build relationships beyond pitches, diversify contacts, respect their time and deadlines, and adjust your approach as needed. Persistence is important, but it must be balanced with respect for their preferences and schedules.

I think I might implement some multiple strategies: So, there is a possibility they might have missed my initial communication got buried in their inbox or they simply missed it. I might consider sending a polite follow-up email or make a friendly phone call to remind them of your previous message. Secondly i might look at re-evaluating my pitch or story idea and consider going to him/her with a different story line. Lastly it would be good the evaluate our communication strategy if we would be reaching out to the right journalist, in that case it would be good to find alternative contacts.