Why PR is Passing on Prime Media Spots (And What We Can Do About It)

In an industry where the pace is relentless and the landscape ever evolving, a recent trend has surfaced, drawing attention and concern alike. Last month on Instagram Stories, I broached a topic that, while familiar to many writers, remains largely unspoken: increasing instances of publicists declining or not pursuing opportunities for their clients to be featured in top-tier media outlets.

I’ve experienced this numerous times in my own work as an independent journalist. Most recently, this happened with a series of food-focused pieces for AARP The Magazine. Only a few years ago, I used to receive ecstatic responses from PR in sourcing chefs for these stories, which ran in the print edition with a circulation of nearly 40 million. Last month, I sent more than 60 emails to find a handful of chefs who’d agree to answer a few simple questions to be included in these stories, and only one agreed to a phone interview.

As it turns out, I wasn’t alone. In an informal poll via Instagram, I found that a staggering 94% of journalists I engaged with on this platform echoed my sentiment that finding sources for simpler stories has become a common challenge in their day-to-day work.

This phenomenon isn't just a series of isolated incidents but a reflection of a broader shift in the media and PR industries.

In diving into this further, engaging with both journalists and PR professionals in my DMs, these are 10 reasons I identified for why this is happening:

1. Selective Visibility: PR professionals often bypass opportunities that don't guarantee brand mentions or align strictly with their KPIs.

2. Request Fatigue: There's a growing reluctance among PR and/or their clients to engage in stories requiring more than minimal effort (i.e., one email response).

3. Narrow Focus: PR clients are increasingly value media opportunities only within a very specific, targeted list, overlooking the broader benefits of wider coverage.

4. Media Mistrust: A rising distrust in mainstream media has shifted the focus towards owned media, social media, and, perhaps, individual content creators who are seen as more trustworthy and authentic than major media outlets.

5. Lack of Understanding: PR widely notes the difficulty of engaging secondary sources within a client (i.e., a bar manager within a restaurant group or a concierge among a large hotel company) for interviews, stemming from an overall lack of understanding the direct benefit to putting effort into answering journalist questions.

6. Ease Over Effort: Instant rejection becomes the path of least resistance for PR facing tight deadlines or resource constraints.

7. Cost Concerns: PR or clients may immediately decline opportunities ins instances where it’s not immediately clear if it’s pay-for-play, or if they’ve been burned by such opportunities in the past.

8. Advertising Pressure: The aggressive pursuit of advertising by sales teams has bred skepticism towards editorial opportunities among some major publishers.

9. Last-Minute Requests: Writers reaching out with urgent deadlines complicate coordination, leading PR and their clients to be less willing to participate.

10. Perception Issues: Outdated or misinformed/uninformed views on certain publications hinder sources from taking part in interviews, despite the prestige or relevance of the outlet.

A Path Forward

These issues are becoming more common. Collectively, we must find a way to work through these challenges and find ways to better collaborate with each other. Some tips for doing so:

Enhancing Communication

Writers can be more demonstrative in their initial ask about how this opportunity will benefit a client / brand (i.e., sharing UVMs, circulation, case study example of impact from a past mention in this magazine, links to similar articles or PDFs). They can also give more notice when possible, be transparent about what they can/can’t guarantee, and be as specific as possible about what they need in the first email.

Building Credibility

Writers can better establish their credibility from the beginning by sending links to past articles they’ve written for the same publication when reaching out cold to PR or a brand.

Format Flexibility

Writers can be open to phone/Zoom interviews where it makes sense, as opposed to email only, to put a person behind the ask (making it harder to say no), and to deepen the relationship and open the door to more opportunities to collaborate in the future (and, PR should educate clients on the importance of this).

Scheduling Media Time

PR can set aside a block of time weekly for specific stakeholders within a brand to hold media interviews, so it’s expected and predictable rather than interrupting their schedules (and if none come through, they get that hour back in their day).

Better Due Diligence

Writers can do more research up front on the topic at hand so that the source is not asked to provide information that could easily be found in basic Google searches or ChatGPT conversations. With this approach, the source can let their true expertise or unique POV shine, making the opportunity more attractive.

PR Working as True Partners with Both Clients and Journalists

PR can develop better understanding (and communicate this to their clients) of the importance of diversifying media coverage, from digital to broadcast to podcasts to print to social media, including niche and new outlets. This should also include educating clients on the benefits of collective media placements and the importance of building positive relationships with writers.

Share Your Thoughts: Which of these strategies resonate with you? What did I miss? How do you envision overcoming this major industry hurdle?

As we sift through the myriad challenges surrounding this shift in the way PR pros and journalists engage, it’s clear that we need to enhance our communications, deepen our relationships and broaden our perspectives to drive future of our industry in a positive direction. 

This is the reason I created Pitchcraft, to offer a space where PR professionals and journalists can come together to rewrite the rules of modern engagement. With an emphasis on relationships, community, and education, Pitchcraft is more than just a tool; it's a partner in navigating the evolving landscape of media in a world that moves at the speed of TikTok (as in, sit on a trend a day too long, and you’ve missed it).