Is Pitching by Phone Dead? Media Outreach During an Unrelenting News Cycle

 

A reporter for a major national news outlet recently declined a PR pitch with, “Sorry. We’re all election, all the time.” This statement reflects the ongoing nature of our current news cycle, which continues to be dominated by critical issues such as the pandemic, politics, and civil justice. 

In this environment, reaching a reporter by phone to pitch a story has become increasingly difficult. Reporters are inundated with emails, and many are working from home, making it even harder to connect through traditional means. According to the 2024 State of Journalism report by Muck Rack, 83% of journalists prefer to be pitched via 1:1 email, with 51% indicating that one follow-up is ideal and 48% suggesting it should come within 3–7 days. Additionally, 65% prefer pitches that are under 200 words. This data underscores the importance of adapting our outreach strategies to fit the preferences of today’s journalists. 

Despite the clutter and the fast-paced news cycle, there are effective ways to engage with the media and avoid getting lost in the sea of email pitches: 

1. Make Sure the Pitch Fits the News

Pitches must be relevant to current events. If your story doesn’t tie into major topics that the public currently cares about, it may not resonate with reporters. 

2. Find the Niche Media Outlets

Not every pitch needs to land in mainstream media. Trade publications, podcasts, and blogs can be incredibly valuable. Podcasts are especially emerging as important outlets, with 67% of US consumers  listening to podcasts. Reaching a dedicated audience of 1,000 engaged individuals can be more impactful than a broader reach of 100,000 uninterested readers. 

3. Know the Reporter’s Interests

Researching a reporter’s beat and recent coverage is crucial. Understanding their focus can help tailor your pitch effectively. Utilize reporter databases, read their bios, and check their social media profiles to gather insights. 

4. Develop a Relationship with the Media

Building relationships with reporters can pay off in the long run. Start with a brief introduction email and consider asking for a call to discuss their needs without pitching anything initially. In a post-pandemic world, face-to-face meetings can also be beneficial. 

5. Ask a Reporter What They Need

Engaging with reporters about their future coverage needs can foster a collaborative relationship. Let them know you have resources available, such as client spokespersons, to support their stories. 

6. Minimize the Legwork for the Reporter

Make it easy for reporters to cover your story. Provide a clear news hook, relevant data, supporting materials, and potential interviewees. While you shouldn’t do all the work for them, reducing their busywork can make your pitch more appealing. 

In today’s media landscape, the phone pitch may not be dead, but it requires a strategic approach. By focusing on diligent research, building relationships, and prioritizing email pitches, PR professionals can effectively break through the noise of the news cycle. 

When these elements are in place, a phone call can become a valuable opportunity, as reporters will recognize the reliability and relevance of your pitch.