What's in store for this edition:
Think of rejection and silence as data, not a verdict about you or your product.
Learn from “Rejection”
Public Relations can be very hard. Results often take a long time to see. Pitches and press releases may seem like they never get used. Other communications efforts may seem like they don’t gain any traction. Sometimes it feels like you’re going nowhere and you wonder if you’re just shouting into the void. What should you do when this happens?
First, remember this is normal. Even the very best, most experienced PR pros can see low hit rates and lots of rejection. It’s important not to forget– putting work into the story and putting it out there is the only way it gets seen.
Persistence matters.
Hoping a journalist will find you by happenstance is a recipe for failure. And one step further, number 7 on my 12 PR Mistakes and How to Fix Them is: Don’t avoid sharing your story for fear of rejection. You must tell your story if you want it published!
Think of rejection and silence as data, not a verdict about you or your product. With this in mind, there are some practical steps to help pitches land. Check your pitches for:
Writing Issues
Does it need a rewrite or a better opening?
Can the story be refined or supported with new data a journalist can use?
Does it have a human element—credible quotes, real-world examples, or case studies?
Timing Problems
Is the timing right for this outlet and audience?
Did the journalist recently cover a similar angle?
Is this the appropriate season or moment? (For example, avoid back-to-school angles mid-year)
If major news is dominating, consider waiting—unless there is truly newsworthy relevance or expert insight to add
Wrong Person
Is the pitch going to the right journalist at the right publication?
Does the angle clearly match their beat and audience?
Is the outreach personalized and specific?
Follow Ups Forgotten
Was there a follow up? (Shh, this is my weakness too!) Sometime emails are missed or replies are forgotten, so following up is very important
Note: Only one follow up please! Don’t get yourself blocked by being annoying
If you do get a “no” or silence, this doesn’t mean forever. You never know, it could be a yes later down the road– so always keep things professional and positive.
With persistence and refinement of your messaging, you’ll watch your momentum build. You may get an email back from a reporter saying they would like to interview you. A podcast may invite you on a guest spot. You may get a call from a journalist for an expert comment. These are all very real possibilities, made possible by putting yourself out there and hitting send to those brilliantly written pitches.
“Rejection is redirection.”
Do this now: Review the last pitch. Where can it improve?
Writing: perfect / needs refinement
Timing: perfect / needs work
Recipient: perfect / needs research
Term to Learn
News peg is the specific, time-sensitive hook that justifies why a story should be covered sooner than later.
FAQ
Q: How can I write a good pitch?
A: Start with a strong hook. Keep your pitch brief and structured. Use a subject line that answers why someone should care. Give proof or stats and a clear CTA for the next steps.
Get PR techniques from recent news.
Newsworthy
🌪️ Tornadoes are the scariest, according to Master Lock’s Survey
Master Lock finds that 46% of Americans rank tornadoes as the most terrifying natural disaster, (I’m going to have to agree) beating out hurricanes, tsunamis and earthquakes. Only 28% have tornado preparedness plan in place.
I love that Master Lock used a research company, Talker, to perform this research. It gives them ability to pitch a newsworthy story. They show the fear, the data, and a solution. Brilliant!
Essential strategy:
Fears are good topics for stories
Show the data. If you don’t have any, then hire professionals to get data for pitching
The topic of most terrifying natural disaster is perfect for this product line, as no mater what the data showed, they have a solution
If you can’t afford to have a research team do studies for you, piggy back off of studies, research, and white papers that have recently been published
✍️ Key PR Takeaway: You can make the news. Create stories for reporters. Keep their job easy, it’s hard enough already, and you will often be rewarded!
Useful PR Resources.
🧰 TOOLKIT
Google Scholar
When you write a press release, pitch, or press page—the more facts and figures you have the better. It’s even better if you can support those facts and figures with studies that have been done by credible sources. Use Google Scholar to find these studies, stay up-to-date on latest research finding, and trends in your field. Use it to “stand on the shoulders of giants.”
Attention Seeker of the Week
Sam
Sam, the 2-year-old black Labrador retriever, is living his best life ever on the wild Pacific Coast beaches, with his human Catharine of Sweet Home Vacation Getaways.
Sam’s favorite way to get attention is if you’re making a video for work, and he’s not in it, he will bark, whine and gnash his teeth at you until he’s part of the action. It’s obvious to Sam that anything worth filming should have him in it. And we couldn’t agree more- you handsome boy!
We want to feature your furry attention seeker! Send a pic of your pet and tell us about the silly antics they get into.
I’d like to congratulate a few of my readers, Flannery and Alexis. They have gotten some big PR wins lately and I couldn’t be happier for them!
When I hear that people are benefiting from this little labor love that I produce, well I just have the biggest smile and do a little victory dance for you!💃
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
