Dealing with Pitch Ghosting: What to Do When Media Contacts Don’t Respond
If you are conducting an in-house PR campaign, (you did not retain a PR agency ) there could be some challenges. You compiled the media outlets, obtained contact information, and started your outreach.
Pitching to media contacts is an essential part of any PR strategy, but it can be incredibly frustrating when your efforts are met with silence. But what happens when you send a pitch to a journalist or media contact, and they do not respond? It can leave you feeling ignored and wondering what went wrong.
Here are some tips on how to deal with pitch ghosting and increase your chances of getting a response.
Analyze Your Pitch
Before jumping to conclusions, review your pitch. Ask yourself:
A well-crafted pitch tailored to the recipient’s interests is more likely to garner a response.
Follow Up, but Don’t Spam
It’s perfectly acceptable to follow up if you haven’t heard back, but be mindful of how you do it. Wait about a week before sending a polite follow-up email. Keep it short, reiterate the main point of your initial pitch, and express your continued interest. If you still don’t hear back, consider sending one more follow-up a week later. After that, it’s best to move on to avoid being perceived as spammy.
Consider Alternative Communication Methods
If email isn’t working, try reaching out via social media. Many journalists are active on platforms like Twitter and LinkedIn. A brief, respectful message acknowledging your email pitch and asking if they had a chance to review it can sometimes do the trick.
Refine Your Media List
Ensure you’re pitching to the right people. Use tools like Cision, Muck Rack, or simply research journalists’ recent work to confirm they cover topics relevant to your pitch. Sending pitches to the wrong contacts is a common reason for being ghosted.
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Personalize Your Approach
Generic, mass emails are easy to ignore. Personalize your pitch by referencing the journalist’s previous work and explaining why your story would be of interest to their audience. Demonstrating that you’ve done your homework can make a big difference.
Offer Exclusive Content
Journalists are always looking for fresh, exclusive content. If possible, offer an exclusive interview, first access to a new product, or unique data that hasn’t been shared elsewhere. Exclusive offers can be enticing and increase your chances of a response.
Build Relationships
Don’t just reach out when you need something. Building a genuine relationship with media contacts can pay off in the long run. Engage with their content on social media, attend industry events, and offer help or information that might be useful to them. When journalists know and trust you, they’re more likely to respond to your pitches.
Stay Persistent, but Professional
Persistence is key in PR, but always maintain professionalism. Even if you feel frustrated, keep your communication polite and respectful. Journalists are often inundated with pitches, and a courteous approach can set you apart.
Reflect and Adapt
If you consistently face pitch ghosting, take it as an opportunity to reflect and adapt. Seek feedback from colleagues or mentors, and be willing to adjust your strategies. Sometimes, small changes in your approach can lead to significant improvements.
Don’t Take It Personally
Finally, remember that pitch ghosting is not a reflection of your worth or the value of your story. Journalists are busy, and many factors influence their ability to respond. Stay confident in your skills, keep refining your approach, and don’t get discouraged.
Dealing with pitch ghosting can be challenging, but it’s a common part of the PR landscape. By analyzing your pitch, following up appropriately, personalizing your approach, and building relationships, you can improve your chances of getting a response. Stay persistent, professional, and adaptive, and over time, you’ll see better results from your pitching efforts.
Good Luck with your PR efforts!