10/10/2017
Pogue’s comments apply to all press materials and press communications. This publicist’s pitch letter didn’t work, and well-written ones often don’t either. The conversion rate of PR effort to actual story placement in media relations is low. Don’t dismay. And don’t hound the reporter. The subject line and opening sentences are enough for the reporter to decide whether they’re interested or going to pass. If you don’t hear back after a week, a telephone or e-mail follow-up is OK. Beyond that, let it go. Put your energy into a different reporter or media outlet.
All of your communications with the press need to hang together as a professional, informative, and respectful body of work. When the spokespeople, messages and story angles, written materials, and pitch are in harmony, the whole is greater than the sum of the parts. Then your project’s story is more likely to be covered by the press.
