Your media contact is ignoring your pitches. How can you grab their attention effectively?

1 Tailor Your Pitch

To make your pitch irresistible, you need to tailor it to the interests and beat of the journalist you're reaching out to. Generic pitches are often ignored because they don't resonate with the journalist's readership or field of expertise. Take time to research their recent articles, understand their audience, and craft a pitch that aligns with the themes they cover. This personalized approach shows that you respect their work and are offering something of real value.

2 Perfect Timing

Timing can be everything when it comes to catching a journalist's attention. If you're sending pitches when they're on deadline or during a major news event, the chances are high that your email will be lost in a sea of others. Learn their schedule and try to send your pitch when they're more likely to be looking for stories—often early in the week or day. Avoid Mondays when inboxes are typically overflowing, and Fridays when the weekend is on everyone's mind.

3 Engaging Subject

An engaging subject line is your first (and sometimes only) chance to make a good impression. It should be clear, concise, and compelling enough to prompt an open. Think like a headline writer—use action words, provoke curiosity, or highlight an exclusive angle. Avoid clickbait, but do entice with a taste of what's inside. Remember, your subject line sets the tone for the pitch; make it count.

4 Follow-Up Wisely

Following up is a delicate art. You want to show persistence without becoming a nuisance. Wait for a week or so after your initial pitch before sending a polite reminder. If there's still no response, consider a phone call or another email after another week has passed. Always be courteous and acknowledge the possibility that they're busy or not interested. Sometimes, a well-timed follow-up can make all the difference.

5 Offer Exclusives

Journalists love exclusives because they provide content that no one else has. If you have a particularly compelling story, consider offering it as an exclusive to one media outlet before pitching it broadly. This not only makes your contact feel special but also increases the likelihood of your story being picked up. Be sure to clearly state that it's an exclusive and why you think it's a perfect fit for them.

6 Build Relationships

Effective public relations is as much about building lasting relationships as it is about making successful pitches. Engage with your media contacts outside of just pitching—comment on their articles, share their work on social media, and meet up at industry events. By showing genuine interest in their work and offering help without expecting immediate returns, you're more likely to be on their radar when you do have a story to pitch.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?