I’m gonna cut to the chase here and tell you that journalists aren’t twiddling their thumbs and filing their nails waiting for your latest news to pop up in their inbox. In fact, even when your news does land it’s gotta be pretty epic for a journalist to hit ‘open’ rather than ‘delete’.
The print media landscape has changed massively over the years. Where editorial teams and production teams used to be massive, there’s now only a handful of people doing all the work. Which means that they’ve got more emails to read, more deadlines to meet and even more pressure to perform.
So, imagine this. You’ve worked on an email pitch that you think is amazing. It’s all about the fantastic product that you’ve created that promises to do xyz. You’ve spent hours perfecting your pitch so that all your key messages are included. Your headline is punchy and you’re sure that their readers will LOVE what you have to say.
But then NOTHING.
Nada. Zilch. Fuck all. Not even tumbleweed blows through your inbox.
You’re gutted. You put so much love and energy and hard work into that email that you can’t believe that they haven’t replied. How could they ignore something that could change the lives of their readers or at least make their lives so much better/easier.
It’s brutal, I know, but it’s the nature of the beast.
ARE YOU FEELING LUCKY, PUNK?
Securing press coverage is a lot more about luck and less about judgement. These things take time. And like the perfect Victoria Sponge, you need to give it time to work its magic. You can’t hurry it along and hope to get the same results.
It’s one of the first points I ever teach to clients regardless of whether I’m pitching for them or teaching them how to do it themselves. It’s a waiting game, a timing game and very much a long game. It can take a minimum of three months to get a campaign up and running before you get the first whiff of a reply from a journalist.
And I doubt you’ve been trying for the past three months to build a relationship with every journalist you want to write about your product.
And god forbid that they did reply but said ‘thanks but no thanks’. Chances are your world crumbled around you, you questioned everything you’ve ever done and asked your nearest and dearest if your product/idea/service is shit.
TIME FOR A #TRUTHBOMB
I’m not gonna lie, but rejection can come in waves and you have to learn to rise above it. Suck it up princess and grow a pair because you’re going to hear the word no way more than you’ll hear the word yes.
It’s savage, I know, but I’d be doing you a disservice if I didn’t tell you how it is from the offset. You need to be prepared.
But rejection isn’t the only answer. You could work with me so that you can carry on working in your zone of genius, doing what you do best, safe in the knowledge that these cut-throat journalists are nowhere near you, but all around me.
I’m used to it. I wear my 14 years in the PR industry like a badge of honour.
LIGHT AT THE END OF THE TUNNEL
Every ‘no’ will eventually lead to a ‘yes’ and it’s the yes’s that get you what you want. When you get a yes it’s like a door has opened. You’re being invited into the world of that particular journalist and that’s where the connection piece comes in. Now’s the time to turn on the charm and build on your relationship so that they keep coming back to you for feature ideas or expert comment, time and time again.
And if you can’t handle rejection or you don’t want to grow a pair then help is always at hand. One of the Perkes of working with me is that as well as being your biggest cheerleader I’ll also act as your shield, protecting you from the things that may diminish your power.
Let’s have a discovery call to find out how I can best serve you. I’m used to the rejection and I’ve definitely grown a pair!
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