Not All Journalists Want to Build Relationships with PR People

You might think that a solid relationship with journalists is the golden ticket to getting your story out there.

So, you start building connections, sending friendly emails, and even engaging on Twitter.

But what if the journalists you’re targeting just aren’t interested in building that relationship? Yes, it happens—more often than you think.

Why? Let’s dig into it.

• Inboxes Overloaded: Journalists are swamped with emails, often receiving hundreds a day. Add in deadlines, and it’s no surprise that they’re selective about who they want to engage with. And let’s face it, many of those emails are irrelevant, spammy, or poorly crafted, making the task of filtering through them even more daunting. So, some journalists choose to avoid it altogether by focusing on sources they find themselves.

Tip: Instead of flooding inboxes, try standing out with more personalized, thoughtful pitches. Do your homework on what the journalist is covering right now. A well-researched pitch with a tailored angle is far more likely to grab attention than a generic one.

What can go wrong? Don’t make rookie mistakes like using “Dear Sir/Madam” in your emails or sending half-baked pitches with little substance. Always use their name and ensure your pitch is complete, clear, and worth their time.

• Pitch the Right Journalist: It’s not just about sending a great pitch—it’s about sending it to the right person. Journalists specialize, and they’re likely to ignore pitches that don’t fit their beat. Imagine pitching a political reporter about your new SaaS platform just because you added a “Donate” button. It’s not going to work.

Tip: Before hitting send, check who’s been writing about your industry recently. Don’t just target anyone in the newsroom—find the reporter who’s most likely to be interested in your story.

What can go wrong? Pitching the same story to multiple reporters at the same publication is a quick way to get yourself blacklisted. Newsrooms talk, and if your name comes up in their Slack as a serial spammer, good luck getting your next pitch read.

• Keep It Concise: Too many pitches are long-winded or filled with jargon. If a journalist has to work too hard to understand what you’re saying, they’ll move on to the next email. You also need to make it easy for them to access the materials they need—don’t forget media files, a bio, and contact info.

Tip: A catchy subject line is just the beginning. Keep your pitch short, clear, and to the point. And never send attachments—use cloud links like Google Drive or Dropbox. Make sure everything is easily accessible, and that you’ve granted permission to view those files.

What can go wrong? If you’re sending files as attachments or your links don’t work, your email could end up straight in the trash. Always double-check access to shared files and host videos on YouTube or Vimeo for easy viewing.

• Exclusives and Embargoes Aren’t Always a Hook: Throwing around terms like “exclusive” or “embargo” when there’s nothing groundbreaking about your story is a quick way to lose a journalist’s trust. They’ll see through it, and next time, they might not bother opening your email at all.

Tip: Only offer an exclusive if you have truly newsworthy content. Partnered with a major industry player? Hit a significant milestone? Then go for it. Otherwise, leave the gimmicks behind.

What can go wrong? Before offering an exclusive or sharing an embargoed release, ensure all parties are aligned and ready. If you miss a key stakeholder or agreement, it could cause headaches down the line.

• Don’t Force the Hot Topic Angle: Just because everyone is talking about something doesn’t mean your pitch needs to force a connection. If your story has nothing to do with current events like COVID-19 or Ukraine, don’t try to shoehorn it in. It’ll feel disingenuous and likely get ignored.

Tip: Sure, journalists are looking for angles that tie into the news cycle, but only pitch your story if it truly fits. If your tech platform has a relevant angle, great! If not, don’t try to force it into a conversation where it doesn’t belong.

What can go wrong? Forcing a hot topic angle that doesn’t fit can damage your credibility. Journalists are quick to spot a weak connection, and it won’t do you any favors in the long run.

At the end of the day, not every journalist is looking to form a relationship with PR pros—and that’s perfectly fine. It’s about respecting boundaries, doing your research, and delivering pitches that are thoughtful, relevant, and timely. When you do that, you’ll be far more likely to stand out in a crowded inbox.

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