The movies lied to you: PR doesn't guarantee media placement
As a business owner or organization leader, you likely know the importance of public relations in maintaining a positive reputation and relationship with the public. However, you may also believe that simply having a PR professional on your team guarantees media coverage.
Unfortunately, that's not always the case. While PR professionals can certainly increase your chances of securing media coverage, they cannot guarantee it. Journalists are not obligated to cover a story just because they received a press release or a media pitch. The media landscape is highly competitive, and journalists receive countless pitches every day.
So, what can you do to increase your chances of getting coverage?
It all starts with crafting newsworthy pitches and building strong relationships with the media. PR professionals craft pitches that stand out from the hundreds of others journalists receive every day. This takes the time to research the outlet and the reporter to understand their interests and beats.
A newsworthy pitch is:
timely
relevant
interesting to the media outlet's audience and the reporter's interests
Ultimately, it is up to journalists and media outlets if and how they want to cover a particular story.
Building relationships with the media is also critical.
This means reaching out to reporters and editors, sharing story ideas, and following up in a timely manner. PR professionals who have established strong relationships with reporters may have an easier time getting their pitches noticed, but that does not guarantee coverage.
Does a “good relationship” with a reporter mean guaranteed coverage? NOPE! And it doesn’t matter how solid that relationship is. This is a big misconception that we see played out in movies and pop culture. And it doesn’t matter how solid that relationship is. The decision to cover a story lies with the journalist and the media outlet. They may have their own priorities and limitations, such as the availability of space or airtime.
The bad news: Even the most well-crafted pitch and strongest relationship may not result in coverage.
The good news: Building relationships and outreach efforts can still be valuable for future opportunities. Consistency and persistence are key. Even if a story is not picked up, we learn from the experience and adjust their strategy for future pitches.
