Getting It Right in the Media: Why Persistence Pays Off

As journalists and communication managers, we know that every client has a story worth telling.

Over time, we build strong relationships with our clients that includes knowing the ins and outs of their business, their innovations, achievements and the people behind them.

This deep understanding allows us to craft stories that are not only accurate but also compelling and relevant to the media.

Why Media Coverage Is Never Guaranteed

Having an expert news sense is invaluable in our work, it’s important to know that even the best instincts don’t always guarantee instant media take-up.

We know journalists operate in fast-paced, constantly changing environments, because we have also worked in busy newsrooms. Stories can get crowded out by breaking news, editorial priorities shift, and the resources available to cover every pitch are limited.

Preferences for news content also vary widely across outlets, which is why we strategically tailor our pitches depending on the medium, outlet and particular journalist.

But, despite all this inside media knowledge, there are no guarantees as to how a pitch will resonate on any given day.

An Example of Persistence in Public Relations

As an example, I recently prepared an exhaustive pitch for a client about a major international awards achievement, a story not only newsworthy but also deeply personal, highlighting the client’s challenges and determination in reaching that milestone.

Despite tailoring the release, personalising it, and putting significant effort into presenting it in a compelling way, it didn’t gain the immediate traction I had anticipated.

But experience reminded me that media take-up is not just about how strong your story is. Other factors that come into play include:

• What a journalist has going on at that particular moment
• Their deadlines
• Competing priorities

Understanding that context, I went back to the drawing board.

Adapting a Media Pitch for Better Results

The release was reworked several times, exploring different angles, sharpening the narrative and highlighting aspects that would be most relevant to the journalists I was targeting. I also reached out to some directly to better understand what they needed.

The persistence paid off, and the story is now back on track.

This experience reinforced a core truth about our work: persistence and adaptability are everything.

When a story doesn’t land the first time, we don’t just move on. Our journalist instincts mean we refine, reframe, and reach out, using every insight to increase the likelihood of coverage.

It’s a combination of:

• Strategy
• Creativity
• Patience

Every conversation with a journalist provides insight, and every adjustment to a pitch moves us closer to success.

Never Giving Up on Stories That Matter

We also never give up on stories that matter. That “never say die” attitude is essential to our work, ensuring that our clients’ stories are told, whether on a local, national or even international level.

Media engagement is rarely a one-shot game. By combining a deep understanding of our clients’ businesses with insight into what the media wants, we maximize every opportunity for coverage.

Want to see how Profile Media can help tell your business story, and boost your AI visibility? Contact Profile Media at info@profilemedia.com.au, phone 1300 123 110 or enquire online here.