Why our publicists don't take "no" for an answer

Calling reporters and pitching new stories every day isn’t an easy job. For every “yes” a publicist gets from a reporter, there is likely to be four times as many “no’s”. Not every station and newspaper is going to be interested in your client or product; that’s just the way things are. The key is to find out why that reporter doesn’t want to cover your story. You can’t just hear “no” and expect that to always be the end of the conversation.

Try and dig a little deeper. Ask (politely of course) why the story isn’t a fit. It could be just a matter of bad timing; perhaps the reporter just completed a similar story or only wants to cover something they can connect with a current event in the news. Ask your reporter what would have made the story opportunity more compelling for them. This gives you a chance to do a little thinking on your feet to come up with an alternate story angle that may appeal to them better. At the very least, you will know what the reporter is looking for on future stories.

One of our publicists recently sent a couple segment pitches to a producer for the CBS morning news. The ideas were turned down during the network’s editorial meetings. Curious, the publicist followed up with the producer to find out the reason the ideas were turned down. Turns out, the producer loved both ideas! The only problem was the network wants stories they can tie in to timely current events. Now our publicist knows to keep her ears open every day for news and events that relate to her pitches.

 

No comments yet

The comments are closed.


Tags: , ,
About the author: Krista is a former TV news producer, so she’s a natural at working with the media. She’s also creative and persistent. When she’s got a good story that needs to be told, she won’t give up until she’s made it happen.
  • Need Publicity?

    Call 952-697-5269
  • Testimonials

    Cargill"Media Relations has secured excellent exposure in both the consumer and trade press for our brands. Their integrative approach and industry expertise has complemented our internal marketing team well."
    Pam Stauffer
    Marketing Programs Manager
    Cargill Health & Food Technologies
    10/21/2013
    1800 Contacts Icon“If you are serious about using PR as part of your marketing program, than I absolutely recommend working with Media Relations, Inc. This company simply offers a much better way to do PR because what you pay is based on the results you receive. And this is a firm that will work tirelessly on your behalf.”
    Kevin McCallum
    Vice President, Marketing
    1-800 Contacts
    10/21/2013
    Window World Icon“Needless to say, it’s through your magnificent publicity work at Media Relations that I have been able to gain opportunities that build this priceless stature and notoriety. I have also been pleasantly surprised with the publicity mileage I’ve received for a modest investment. It’s a pleasure working with your company. Thank you for your diligent and impressive work!”
    Terry Derosier
    President
    Window World
    10/21/2013
    NOA Icon“When I started working with the team at Media Relations, I was pleased to discover how mindful they were about getting facts and message points right.  Their immense patience and ability to listen helped to lay a solid platform for our first publicity campaign.  I think these traits made our initial efforts fruitful – and I anticipate many more successes in the future.”
    Kim Reddin
    Consumer Advocate
    National Onion Association
    10/21/2013
    eCapital Advisors Icon“I show our clients how to turn an overwhelming amount of data into useful information that will help them to drive their businesses ahead of the competition. Similarly, Robin transforms data about eCapital Advisors into written documents that we can use to promote our unique strengths and capabilities. I call that a smart strategy."
    Lisa David
    Partner
    eCapital Advisors
    10/21/2013
    Alchem Icon"There are many challenges associated with launching a new product and educating consumers about its benefits. Checkerboard Strategic Web Development and Media Relations were instrumental in ensuring that our website and media campaign hit their marks right out of the gate."
    Laurent Leduc
    Chief Executive Officer
    Alchem USA Inc.
    08/29/2013