Why Reporters Say No

By David Barkoe

Published April 14, 2023

Even the best PR pros can’t land every pitch. And as layoffs and restructuring shrink the media industry, it’s only getting harder. 

We all know the basics on how to pitch journalists effectively: keep it concise, personalize it, don’t try to newsjack a week after a story breaks. But in a world where more PR pros are chasing fewer reporters, getting the basics right isn’t enough. Where is your strategy going sideways, and how can you get it back on track? 

You Aren’t Considering the Reporter’s Target Audience

According to Cision, 63% of reporters say that the most important thing PR pros can do to land media coverage is “understand my target audience and what they find relevant.” 

Personalizing a journalist's pitch means more than just addressing the reporter by name. Every reporter has their own unique take on their beat. That’s how they build followings. 

Make sure you understand the nuances of what a reporter covers before you pitch them. Dig into their past reporting and check out their social media to learn how to work with them. 

For example: Adweek’s Olivia Morley keeps a live Google Doc detailing how to pitch her, her specialities (media agencies, media buying), sample coverage, and what not to pitch her. She updates this frequently and shares to her Twitter and LinkedIn. Obviously any good PR professional targeting this industry would use this as a resource.

But then take it one step further. Instead of just their beat, think about the mindset of the target audiences they serve. Are their readers experts or novices in the topic you’re pitching? If they’re experts, is your pitch adding to their knowledge or will it be considered too 101?

Always tell reporters why your pitch will help them inform their readers – why they will care. If they don’t believe their target audience is going to respond to your story, they’re not going to write about it. 

Your Spokesperson Doesn’t Stand Out

Reporters need authoritative sources who can offer new perspectives on the issues. Pitching a journalist someone who doesn’t have anything exciting to say won’t land you media coverage. 

If your executive has no public persona — no published bylines, no previous coverage, nothing on LinkedIn — a reporter is much less likely to quote them as an expert. 

Your media spokesperson also needs to be comfortable crossing the line in the sand to make a statement. Reporters won’t say “yes” to someone who’s saying the same things as everyone else in their field. 

Keep in mind that if you land the interview, you need to make sure your media spokesperson can answer follow-up questions on the fly. An initial “yes” can turn into a “no” if your executive doesn’t come across as an authority. 

Make long-term investments in your spokespeople to turn them into the kind of sources that reporters seek out. Build their reputations using owned media and go beyond basic media training to get them comfortable with speaking their minds. 

The credibility of a reporter depends on the quality of their sources. If you offer the reporter someone who doesn’t come across as interesting or authoritative, your story won’t land. 

You’re Not Ready When News Breaks

Pitching to breaking news or a hot trend is a matter of minutes, not hours or days. 

That said, it’s still a numbers game. Reporters can’t cover the hundreds of pitches they receive every week. So how do you make sure they say “yes” to yours? Usually, with breaking news, it’s either about who’s fast or different.

Do the legwork on your media spokesperson’s POV and potential hot topics before the news breaks. 

• Make discovery part of your culture. Interview your experts regularly to understand where they land on controversial or “big news” topics. 

• Draft some pre-approved commentary that can just be tweaked when it’s go-time versus having to start from scratch.

• Monitor the competition to see where they stand and how you can stand out.

• Stay close to the news and monitor forums and social media for what’s bubbling.

For example, we know our supply chain client has the expertise to comment when extraordinary circumstances cause shipping delays. (As you can imagine, there’s been a lot of those over the past few years). We prod them about how shippers and/or the industry as a whole should prepare for moments like natural disasters before they happen – and then are well-equipped to land a time-sensitive pitch. 

The key to landing a “yes” in the heat of a breaking news moment is upfront investment. The more you have to offer a reporter who is fighting to be heard, the more likely they are to take you up on that offer. 

Today’s media landscape is tough for reporters, and it’s only getting worse. The more you can invest time and resources in understanding a reporter's readers, preparing media spokespeople, and establishing stories, the more you can improve journalist pitches. Better pitches lead to better stories, helping reporters drive readership. It’s a win-win all around.