When a journalist says yes, believe them

Why do PR pros trust journalists when they say no, but doubt them when they say yes?

When a journalist rejects our pitch, we’re almost like, “nm, wasn’t that good anyway, must have been a bad fit.”

But when we get what we want and the journalist actually covers us, too many PR pros invent a reason to retreat.

“She just wrote about us. Don’t wanna seem greedy. Let’s give her a break.”

That sounds considerate. But it’s often just fear dressed up as manners.

Two PR pros at a large children’s hospital in my Inner Circle program proved the opposite approach works.

One of them broke through with a cold pitch to a national lifestyle writer. Six months later, her teammate landed another exclusive with the same writer.

That’s where many PR people stop. Two wins with the same national writer in one year? Pop the bottles, then find someone else and start from zero.

Instead, days after the teammate’s story ran, the first PR pro emailed the writer again. She complimented the recent piece, then moved straight to the next idea that followed the same formula the writer apparently liked: compelling patient story, family willing to go on the record, different medical challenge, clear emotional arc, tied to the hospital’s messages.

The writer accepted. Months later, while that third story was still in motion, the same PR pro pitched yet another one. No apologizing, no “I know you’ve already covered us a lot recently . . .” Just emailed her a good story. Both ran.

That made four features with the same national writer in a year. That’s not taking advantage of the relationship, that’s honoring the relationship!

The writer had already shown what she liked. The PR team had already shown they could deliver. When you’re winning, don’t disappear politely. Keep bringing strong, distinct stories.

They followed the same pattern locally.

These same pros had two good Childhood Cancer Awareness Month stories in mind for TV reporters in their top 10 market. Instead of talking themselves out of one of them, they pitched both, to the same reporter. She aired both, separately.

Three months later, one of them pitched that same reporter a rare medical story. While arranging the interviews, she added a separate timely holiday idea. The reporter aired that one too. If you’re keeping score, that was four standalone features in four months – same major-market station, same reporter.

Let me emphasize – they weren’t sending leftovers. It’s not like, “Here’s one more thing from us because we like coverage.” That’s a good way to get blocked.

Instead, they continued to carefully mine the distinct type of stories these new journo friends liked and then framed them as clearly distinct from each other.

The lesson is: When you’ve figured out what a particular journalist likes, trust them. Recognize the fit and act on it.