"I pitched a journalist and they didn't reply..."

...Welcome to the club. You're in excellent company.

If you’ve just started pitching for PR coverage and haven’t heard back from a journalist, don’t panic. Don’t rewrite your whole pitch.

And definitely don’t take it personally. 

Here’s the truth: 
For national media outlets, journalists get hundreds of pitches a week and some even get thousands. They don’t have the time - or capacity - to reply to everyone so a 'no reply' doesn’t mean your pitch was rubbish. It just means it wasn’t a yes right now. 

So, what should you do if you haven't had a reply? 

✔️ Follow up once 
Most journalists say one follow-up is absolutely fine. In fact, the data shows a huge percentage of stories are picked up on the follow-up - not the first pitch. 
A quick nudge can go a long way - just don’t hound them because that’s not going to go down well. 

The timing of your follow up is also important - if it's breaking news for the day, send the email (as early as possible) and then follow up around an hour later. Do not call them 5 minutes after you've sent it. If it's not breaking news - so more of an evergreen story - follow up the following week (that way you increase your chances of them being back at work if they've been on leave - as an example).

✔️ Use smart subject lines 
Journalists often search their inbox when they’re working on a story. That’s why I tell my members to include topic keywords in the subject line. 
Forget “Guest Expert Pitch” - think: “Story idea: [your topic] + your unique angle”. 

✔️ Avoid file transfer links that expire 
If a journalist wants to revisit your pitch in two weeks or even three months time and your link’s dead? That’s a dead end. Upload files somewhere permanent or pop a short bio and image in the body of your email.  Check out my free e-guide on how to create a media kit that means journalists can find your information whenever they need to.

✔️ Check your pitch and story 
Make sure your pitch is presenting your unique angle up front - and why it matters to their audience. If you're focusing on yourself and your business first, you'll lose their attention so check your pitch doesn't sound like marketing promotional material. Also make sure that your story is newsworthy and stands up to the questions an editor will be asking themselves:

• Is it timely? Does it link to something happening now, or coming up soon?

• Is it relevant? Does it fit the outlet’s audience and subject matter?

• Is it significant? Does it affect a lot of people, or say something bigger about a trend or issue?

• Is it unusual or surprising? Would it make someone stop and pay attention?

• Is it credible? Are the facts, sources or expert quotes trustworthy and easy to verify?

• Is it easy to use? Can the journalist quickly lift a quote, a stat, or a case study without extra digging?

If your story ticks most of these boxes, you’re not just pitching, you’re helping a journalist do their job. That’s when you become someone they want to hear from again.

Think national… but play the long game 

National outlets often work with experts who’ve already had some coverage - it helps build trust quickly and for radio and TV, shows them that you're a capable guest to have on their show. But that doesn’t mean you need to wait years. It just means building up a breadcrumb trail of visibility can help you land bigger stories. 

One strategy I share with members is this: 

• Start with niche or regional stories that showcase your expertise 

• Pitch to smaller teams within national outlets (e.g. local or regional desks) 

• Once your name has some credibility behind it, it’s easier to be picked up elsewhere

Some outlets even share expert databases across their teams - meaning one small piece of coverage can unlock bigger opportunities over time. 

TL;DR: PR is a long game. 

Not hearing back is normal but sometimes it's timing that matters. If you know your story has legs, is releavnt to their audience and is newsworthy - it just needs the right moment to land. 

So keep showing up and definitely keep pitching.  

And if you need a hand - whether that’s feedback, story angles or a freelance pro to pitch for you - I’ve got you.  

Book a call to find out how we can work together to get you seen!