You're seeking media coverage for your brand. How do you engage with an unresponsive journalist?

Hay que analizar muy bien el medio de comunicación y, en concreto, los artículos que escribe ese periodista siempre sin olvidar: los periódicos existen para aportar conocimiento RELEVANTE a la sociedad. No todo es noticia. Investiga en tu comunicación corporativa que puedes convertir en noticia y que sea relevante para la sociedad. El contenido es la clave. Los periodistas no queremos publicidad, queremos contenidos relevantes para el lector.

In my experience, approaching the right journalist who will best suit the needs of the event rather than your client always works. Corporate PR must always keep in mind that it is not best to pitch the CEO or the Business head over the event. The event must be the hero and according to that pick your journalist. Pitching it aptly and following up without coming off as annoying is crucial. Pitching a unique idea that connects the most with the kind of work that the journalist does is most important.

With 6 Years in Digital PR, I've learned that one size does not fit all when it comes to journalists. Instead, I take the time to tailor my pitch to each journalist's beat and interests. Look at their recent articles, social media posts, or even what they've liked or shared on LinkedIn. This gives you clues about what topics they're passionate about or what stories they might be working on. It's a little extra work, but it shows you've done your homework and increases your chances of getting a response.

It's a myth that having a relationship with a reporter guarantees you will get a story. Regardless of your connection, if a pitch is bad fit, they are not going to publish the story. Therefore, it’s crucial to always customize your approach to align not only with the journalist's interests and beat, but also with their readership. Research the reporter's previous work, comment on it and highlight how your story fits in. Remember, you're pitching both the journalist and their audience.

- Craft a concise, personalized pitch that aligns with the journalist's interests. - Follow up politely and strategically via email or phone, acknowledging their busy schedule. - Offer additional angles or resources to enhance their story. - If unresponsive, explore other journalists or outlets aligned with your brand’s narrative. - Persistence and respect for their time can often lead to successful media coverage.

Following up is key. If you don't hear back after a week, I suggest a friendly nudge — maybe a short email referencing something specific from their work, or a quick note asking if they need any additional information. But don't be pushy or spammy — remember, journalists are busy people! And if you still don't hear back after a second attempt, it's time to move on gracefully. There are plenty of other fish in the sea, so don't waste your time chasing after someone who's not interested.

Sometimes, the no response just means "no." The ratio of journalists to PR folks is only getting further spread apart and it takes a very compelling story to get attention these days. Even in the last 10 years this has shifted more than many people realize.

Sharing an exclusive is one of the best ways to connect with a journalist, as long as that story is worth telling! Exclusives can also build strong bonds between PR pro and journalist, which increases further potential for coverage down the line. Just don't try to take advantage of these relationships and respect the editorial line.

Remember that the news cycle operates 24/7, and reporters are constantly chasing stories. As such, it's key for PR professionals to be mindful of journalists' schedules and understand how the news cycle works. To make sure your pitch is seen, avoid sending it during busy times or holidays and give the reporters ample opportunity to review your pitch, before following up with them.

In my experience, journalists are most responsive to pitches early in the week, specifically on Monday and Tuesday mornings before 10 am. This gives them time to research and schedule interviews before their deadlines hit. But it depends on the publication and the journalist's beat. And you can learn more about a journalist's schedule by checking their social media profiles, and recent articles, or even reaching out to their colleagues for insights.

This is a reminder that journalists are people, too, and they respond better working with people who also treat them that way. If I ever engage a journalist on a story or for a client and it's a "no" or "not right now," I offer to take them out to coffee anyway to pick their brain so I can help work with them to score a "yes" the next time. Oftentimes you'll learn things about the news organization they work for that you didn't know, they might offer to introduce you to other journalists, or it just might be a nice break in their day. Similarly - we all know journalists are having a really hard time right now, so it's nice to check in on your network, too, no strings attached. Relationship building isn't magic, it starts with humanity.

Invest in building long-term relationships with journalists by consistently providing high-quality, swift, and relevant information, to position yourself as a go-to source. This approach not only builds trust but also ensures journalists think of you first when they need expert input or story ideas. The goal is to be helpful and reliable, making their job easier and fostering a mutually beneficial long-term relationship.