Getting your story placed in media

When a journalist declines your pitch or guest article, what do you do?

Many communication professionals may say "thank you" and move on to their next target, yet doing so misses out on a great opportunity.

While journalists are busier than ever, thanks to fewer resources and shrinking newsrooms, it never hurts to ask for feedback as to why they are declining your story idea. Obviously this information helps you better understand their pitch criteria, but it also shows the journalist that you are invested in ensuring your next pitch hits the mark.

Of course not all journalists will respond, but don't miss the chance to nurture more of a relational conversation vs. a transactional one.

Now, what happens when you've exhausted pitching efforts with no luck? Here are three ideas on next steps.

1. Pick your top 3-5 media targets. These should be defined as the outlets/journalists most likely to cover your topic based on their coverage. It does not mean they are the top tier targets on your list, but truly where your story organically fits the best. Now, take the time to re-read what these journalists have been writing about for the last six months. Take note if their focus has shifted, even slightly. If they still look like a good fit, and you've already sent them the old pitch, give them a breather and reach out to try and build a relationship vs. selling them on a direct pitch. If you haven't pitched them, make sure your pitch is tailored and personalized.
2. Repackage your story pitch into a guest article. Not hearing back? With fewer and fewer journalists, providing content in the form of op-eds and guest articles is one of the top strategies communications professionals can be using right now. Not every outlet takes guest content, but many do and you are likely to find an outlet that fits what you are trying to communicate. Before you repackage your pitch into a guest article format, confirm where you will pitch it and align your draft with that specific outlet's criteria. Often outlets will provide guidelines well and above preferred word count. It also doesn't hurt to reach out to an editor to tease the idea and/or ask for more information. Again, they may not reply, but doing your research and this due diligence will help you get it placed.
3. Try again. Still no luck? You've taken your pitch and crafted a well-written guest article and no one is accepting it? This is a good time to revisit a few things. First, is there timeliness with the article? If not, you might want to pause and wait until a news hook or seasonal hook presents itself. Second, is the article too promotional? Take a look through the piece and ensure that you are offering enough value to your audience that doesn't heavily focus on what your client or organization's main message entails. Third, if you did receive feedback from an editor as to why they've declined, is it enough to make necessary changes? I was in a recent position with an outlet where the editor declined but said they'd still be interested in the topic if the approach was a little different. He gave me one sentence of feedback. I took that and drafted a new article that he then accepted.