3 reasons why journalists ignore your pitch
PR is all about media relations and getting in touch with journalists. Getting media coverage can be challenging, and even well-crafted pitches might go unanswered. If your outreach isn’t getting traction, these common mistakes might be the reason:
1. You’re being irrelevant
Journalists receive countless pitches daily, and many fail simply because they don’t align with the journalist’s beat or current priorities. A generic, one-size-fits-all approach won’t work. Before reaching out, research the journalist’s recent work and ensure your story is timely, newsworthy, and relevant to their audience.
Beyond just knowing their beat, take the time to understand their writing style and the type of angles they typically cover. A journalist focused on investigative reporting will not be interested in a fluffy promotional piece, while a tech writer covering cybersecurity won’t care about a lifestyle app unless there’s a unique security angle. Personalizing your pitch with references to their previous articles and explaining why your story fits into their current coverage can make all the difference. The more tailored and thoughtful your approach, the more likely they are to take interest.
2. You’re doing marketing
A press release or pitch isn’t the same as an advertisement. If your message focuses too much on product features, company milestones, or promotional language, journalists will likely dismiss it. They are looking for stories with impact—industry trends, challenges, and societal relevance. Ask yourself: Would this story be interesting if my company wasn’t mentioned? If not, rethink your approach.
Instead of pushing a sales-driven narrative, frame your story around a broader issue or trend that resonates with the publication’s audience. For example, rather than announcing a new AI-powered tool, discuss how AI is changing the industry, addressing ethical concerns, or solving specific challenges. Focus on what makes your pitch compelling beyond just your company’s involvement. You increase the chances of securing coverage by positioning your brand as a relevant player in a larger conversation.
3. You’re making it difficult
Even if your pitch is relevant and newsworthy, journalists won’t engage if it’s hard to grasp. Long emails, unclear angles, or missing key information can be dealbreakers. Keep your message short, provide the most important facts upfront, and make it easy for them to follow up. A well-structured pitch increases your chances of getting noticed.
Journalists are constantly on tight deadlines, so they don’t have time to sift through walls of text or search for missing details. Make sure your pitch is concise, includes a clear subject line, and quickly answers the “who, what, when, where, and why.” If relevant, attach supporting materials like high-quality images, data, or quotes they can easily incorporate into their story. Providing direct contact information and responding promptly to follow-ups also improves your chances of securing coverage. The easier you make it for them to say “yes,” the more successful your pitch will be.
Successful media outreach isn’t about luck but about understanding what journalists need and adapting your approach accordingly. Journalists aren’t ignoring you—they’re prioritizing stories that matter. Make yours one of them.