"Because they land in an inbox already flooded with hundreds of other requests and are immediately deleted. This is usually because they are written as announcements, not as compelling stories. They scream "look at us" instead of offering genuine value to the journalist and their readers. The brutal reality is that you only have seconds to prove you're different, and you can do that by being strategic."
"One thing to keep in mind is that journalists don't owe you coverage. They owe their audience a story worth reading. That makes research the foundation of every great pitch. If you don't know a journalist's beat, their voice or what they've been covering lately, you're already irrelevant. Research is how you cut through the noise. It also shows respect for their work and proves you're not just throwing spaghetti at the wall."
Most media pitches fail because they arrive in inboxes flooded with requests and read like announcements rather than compelling stories. Pitches should demonstrate understanding of a journalist's beat, voice, and recent coverage, connect the client's news to larger trends, and answer why the audience should care. Well-crafted, strategic pitches earn more placement than headlines, build reputations, and establish the publicist as a valuable source. Research is essential: unfamiliarity with a journalist's focus makes a pitch irrelevant. Sending mismatched or poorly timed pitches leads to immediate deletion; targeted, timely angles increase chances of coverage.
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