You’re sure it will be a hit, and then the rejection emails start flooding in (or worse, you get no response at all).
With the right strategy—and a healthy dose of tact and courtesy—PR reps can change a journalist’s mind after an initial rejection.
Try one of these three journalist-approved tactics to find an alternative path to coverage:
1. Find another side to the story your client wants to tell.
I recently received a pitch from a PR rep about her client (a local bank) and how it was making personal banking easier for younger people.
I explained that we didn’t cover personal finance stories, and she replied that this bank also helps local businesses access capital. Because that second angle is much more aligned with our coverage, I agreed to work with the rep on a story featuring her client.
The original story wasn’t a good fit, but with a quick adjustment the client’s accomplishments were highlighted to suit a specific publication. Of course, it’s always wise to do your research beforehand and tailor a pitch to a reporter’s beat, but sometimes outlets change their editorial focus.