What Worked in PR

These situations stood out in a positive way and show what strong media relations looks like.

1. Honesty About a Pitch

A media contact with a national firm pitched a medical topic. Once she realized we could not shoot video because of privacy restrictions, she admitted the mix up and withdrew the request. That honesty built immediate trust.

Takeaway for PR professionals: If something changes or a pitch falls apart, own it. Journalists remember when you are transparent and are more likely to work with you again.

2. Flexibility With Interviews

An interview subject driving in from out of town had a last minute meeting and could not make it in person. Instead of canceling, the PR team offered a virtual interview. That flexibility saved the story.

Takeaway for PR professionals: Always have a backup plan. Offering an option such as Zoom or Teams shows you are committed to helping coverage happen.

3. Adapting the Story Angle

An exercise expert originally pitched a segment about fitness for adults. When we asked for a back to school angle, she quickly reframed her tips into family friendly exercises for kids and parents. That pivot made the story more timely and relevant.

Takeaway for PR professionals: The ability to adapt your pitch to the current moment is one of the most valuable skills you can develop.

4. Transparency Builds Trust

A PR contact admitted her team was not interested in a story idea I suggested but kept the door open for future opportunities. That simple honesty matters.

Takeaway for PR professionals: You do not have to accept every idea from a journalist, but how you decline will shape the relationship going forward.

5. Providing Easy to Use Assets

A nonprofit hosted an event we could not attend. They sent horizontal video clips and photos in a clean Dropbox folder. That content made it simple for us to air highlights.

Takeaway for PR professionals: If reporters cannot be there in person, give them the materials to cover your story anyway. Video, photos, and clear captions can make the difference.

6. Planning Ahead

One PR professional reached out before leaving for vacation to flag an interview request later in the month. That kind of planning prevented last minute stress for everyone.

Takeaway for PR professionals: Journalists appreciate advance notice. A simple heads up makes scheduling smoother.

What Did Not Work in PR

These examples fell short and created unnecessary barriers to coverage.

1. Spamming With Calendar Invites

A PR rep scheduled a news conference and sent a calendar invite to the entire newsroom. That caused alerts to pop up on every journalist’s calendar. Quickest way to get blocked.

Takeaway for PR professionals: Always send a media advisory by email. Do not add reporters to a calendar event unless they request it.

2. Asking for All Questions in Advance

One media relations person asked for every single interview question in advance. Journalists do not work that way. We may share general topics, but providing a script undermines the authenticity of the conversation.

Takeaway for PR professionals: Prepare your client with talking points and media training. Do not expect a word for word list of questions.

3. Sloppy Email Pitches

Several emails landed in my inbox starting with “Hello [insert journalist name here].” One was even addressed to the wrong television station. These mistakes raise immediate concerns about how much attention to detail the PR pro puts into their work.

Takeaway for PR professionals: Proofread carefully before you send. Small details impact your credibility.

4. Pitching an Unavailable Source

A local PR team pitched a story I liked, but when I asked for an interview the CEO was out of town for a week and no one else was available. That immediately killed the story.

Takeaway for PR professionals: Always confirm that your spokesperson is available before you pitch.

5. No Broader Angle for Awards

A clinic pitched its best place to work award but could not explain why the public should care. Without a bigger angle, awards rarely land as news.

Takeaway for PR professionals: Tie awards to something larger, such as workplace culture, community impact, or industry trends.

🖥️ 🎥 🌐

Every week I see examples of PR that make a journalist’s job easier and others that create frustration. The difference often comes down to simple habits such as honesty, preparation, flexibility, and attention to detail.

These are not theoretical best practices. They are recent real world interactions that shaped how I view different PR teams. If you work in public relations, study both the good and the bad. Doing so will help you strengthen your media relationships and improve your chances of earning coverage.

Frequently Asked Questions About PR and Media Relations

Why do journalists refuse to provide all interview questions in advance?
Journalists typically do not share exact interview questions because it can make the conversation feel scripted. Instead, they may provide general topics. This allows for authentic answers and a more natural exchange.

How can PR professionals make awards newsworthy?
Awards alone are not usually compelling news. To make them relevant, connect the recognition to something bigger, such as how your workplace culture impacts the community or how your achievement fits into an industry trend.

What should I do if my spokesperson is unavailable for an interview?
If your main spokesperson is not available, have a backup ready. This might be another executive, a subject matter expert, or even a pre-recorded statement. Never pitch a story unless you are confident someone will be available for interviews.

Is it okay to send calendar invites to journalists for press events?
No. Sending unsolicited calendar invites can annoy journalists and even get you blocked. Always send a media advisory by email and let the journalist decide if they want to add it to their calendar.

What makes a PR pitch stand out to reporters?
Strong pitches are personalized, clear, and timely. They connect the story to the journalist’s audience, include easy-to-use assets like video or photos, and show flexibility if circumstances change.

What should I do if a pitch falls apart after sending it?
Be honest and transparent. Admitting the issue and withdrawing the request builds more trust than trying to force a bad pitch forward. Journalists appreciate honesty and are more likely to work with you again.

How important is it to customize email pitches?
Very important. Generic greetings such as “Hello insert name here” or sending to the wrong outlet immediately hurt credibility. Personalization shows you understand the journalist and their audience.

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