In today’s fast-moving media landscape, every brand dreams of seeing its latest news, developments and innovations splashed across headlines. You can spend hours perfecting a pitch, tweaking every word, and hoping for that elusive “wow” moment. And sometimes it lands, but more often than, even the most polished pitch goes unread.
Why? Because success in media relations isn’t about what you send. It is about how you connect.
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A great pitch is not enough
Many new communicators believe that a clever pitch guarantees coverage. The truth: journalists are swamped with emails, and most never get opened. What makes the difference is trust. When your name is familiar because you’ve built rapport or shown genuine interest in their work, your email is more likely to be read. Soe of the best media wins come not from the “perfect” pitch but from steady relationship-building and listening to what journalists actually want.
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Journalists do not owe you coverage
A journalist’s job is not to amplify your brand, it’s to serve their audience. If your story doesn’t align, they will pass. However, respecting their priorities builds long-term credibility. The real breakthrough comes when you stop asking “how do I get coverage?” and start asking “what does this journalist need for their audience?”
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Mass emails ruin your chances
Journalists can spot a bulk pitch instantly. Blanket emails to every newsroom are not only ineffective but also damaging and can lead to some reporters even blocking you. Instead, take time to target, research who covers your sector, personalise your outreach, and show that you know their beat. Personalisation wins trust and responses.
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Consistency creates capital
Don’t wait until you need coverage to contact journalists. Share useful insights, acknowledge their work, or stay in touch throughout the year. When your big news comes, you’re not just another stranger in the inbox, you’re a known, reliable source.
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Speed and clarity matter
Journalists live on tight deadlines. Slow responses, unclear details, or missing visuals can cost you coverage. Make it easy for them to say “yes” by replying quickly, providing clear quotes, and packaging your information neatly.
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Media training is essential
Securing coverage is only the first step. What truly counts is delivery. Well-trained spokespeople who can handle interviews with clarity and confidence make sure your message is communicated exactly as intended.
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Keep your story consistent everywhere
Before running your story, journalists will check your website and social channels. Mixed messages, outdated bios, or missing information can erode trust instantly. Keep your narrative aligned and easy to verify across all platforms
Final thought: Connection is the real currency in media relations
No matter how sharp your pitch, it can’t replace genuine connection. Media relations efforts thrive on trust, relevance, and collaboration. Avoid the rookie errors such as sending generic mass emails, jargon-filled pitches, and slow responses. Focus instead on people, not just pitches.
When you do, those “no’s” turn into “yes’s”, and that’s when headlines start sticking.
