That Dog Don't Hunt: Why We Declined to Pitch Your Story Idea to Media

A skilled media relations professional is a master of their craft, adept at navigating the world of news and journalism across platforms. One of their key roles is to pitch story ideas to journalists, but they won't waste their time or yours if the story doesn't have legs. In newsroom parlance, legs represent legitimate news value to compete for space and airtime.

There are any number of reasons your media relations office may have declined your idea for a story. Here are a few of the most frequent impediments to turning your story idea into a pitch that lands.

First and foremost, it's crucial to understand that journalists won't do PR for a nonprofit organization, nor are they in a position to do favors for our media officers. (If you can get a favor from a friendly once in a while, kudos - you've built a great relationship. But understand, this is not a journalist's obligation and you cannot count on someone's largesse every time you pitch.) Often, reporters are answerable to editors who scrutinize their story choices and have little tolerance for requests to slide in a story that doesn't stand up or meet criteria as legitimate news.

The job of a journalist is to deliver news that informs and engages their reading, viewing or listening public on matters of public interest. This independence is central to the integrity of journalism in a very competitive media space. Media relations professionals respect this boundary and a journalist's commitment to providing content that serves a purpose in the public domain.

In this context, it's vital to consider the principles of news values as outlined by academics Galtung and Ruge. These news values help guide journalists in determining which stories to cover based on concepts such as timeliness, proximity, prominence, and human interest. A media relations pro understands these values and strives to align pitches with them. For instance, they recognize the importance of timeliness, knowing that a story must be current or have a relevant angle to be considered. Proximity and prominence also play a role; stories that affect local communities or involve well-known figures are often prioritized. Additionally, stories with a human interest element, those that evoke empathy or curiosity, are more likely to capture journalists' attention.

Pitching a weak story, or a story that is not fully baked, can damage a media relations professional's credibility. Reputation is everything in the world of PR and media relations; presenting lackluster ideas can make journalists less inclined to consider future pitches from the same source. The strongest media relations pros understand the importance of maintaining mutually respectful relationships with journalists and earning their trust as reliable sources of content that stands up.

A key aspect of any successful media relations strategy is understanding the target audience. Journalists are not just looking for any story; they are looking for stories that resonate with their readers, viewers, or listeners. A story without legs may fail to connect with the intended audience, leaving journalists with little incentive to cover it. Media relations professionals are acutely aware of this and strive to ensure that their pitches align with the interests and preferences of each outlet's target audience.

Not every story idea is right in this moment. In the world of news, timing is everything. Stories often have a shelf life, and missing the right moment can mean the difference between getting coverage and being ignored. A media relations pro is well-versed in the art of timing and understands when to pitch a story for maximum impact. Waiting for a more opportune moment or finding a way to tie the story to a relevant event can make all the difference. Often, the news cycle is just too crowded or dominated by a national story that is likely to drown out any story that is not directly related. Sometimes, such as in the case of major national news (such as national elections) or global disasters, it's just in poor taste to pitch a story when people are consumed with that level of breaking news. In these moments, media relations officers will often advocate for a 24- or 48-hour blackout from your newsroom in acknowledgement of the larger conversations happening around events that are particularly tragic or all-consuming.

Additionally, a story that's not ready for prime time may lack the necessary supporting elements to make it newsworthy. This could include data, visuals, or real-life examples that journalists depend upon to tell a story thoroughly and effectively. A skilled media relations professional understands this and ensures that every pitch is well-equipped with the necessary materials to facilitate the journalist's work. Without these supporting elements, a story may be deemed incomplete or uninteresting.

Credibility of sources is bedrock. Media relations pros are keenly aware of the importance of providing reliable sources and quotes from experts to add heft to story pitches. This ensures that the information presented is accurate and can be trusted by both journalists and their audiences. To effectively pitch a story on any subject, a media relations professional needs to ensure that the idea is not only relevant but also backed by credible sources and experts that can offer scientific evidence and authoritative voices. Therefore, they work diligently to connect with experts in the field and gather the necessary information to make the story compelling and trustworthy.

Understanding the drivers that motivate your media relations officer and the journalists your team works to engage is step one to seeing more of your ideas graduate from concept to news item.

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