UPDATED: 11 reasons why you aren't getting any press coverage
Updated December 2022
PR is not for the risk-averse, but then again, neither is business. When building a brand, the value of earned media is significantly greater than any other type of media for long lasting awareness and reputation. So while it may take months or even years to land a positive feature story in the New York Times, for example, the payoff is this: you will always be able to say, "Featured in the New York Times" for as long as you and your business shall live. This is infinitely more valuable than "Featured in an Influencer's Instagram Post" or "Banner Ad Once Seen on the Internet." Yes, influencer relationships and banner ads do have their place in an overall marketing strategy. It’s important to diversify! But remember that if your story is documented, that press is permanent. For anything to live on as long as it does, it's going to take time to get there. But we promise you it's worth it.
Nevertheless, if you’ve reached the point that after months of pitching you’re yielding no results, it’s time to reevaluate your approach. Here are 11 common reasons why you might not be getting any press coverage or as much as you’d like.
1. You don’t have a plan.
For so much in life, a plan helps you reach your goals. When you take the time to dig a little deeper into your business, research best approaches, understand your audience, get to know the best media outlets, conduct a competitor audit, and create a strategy, you’re going to find more success. Starting with a plan or at least, expanding on your business plan with a PR strategy, is absolutely crucial to success in media relations – and almost anything. Related: Is your brand ready for press?
2. Your timing is off.
Having a schedule reinforces the point about the importance of a PR plan. For example, it might seem to make sense to pitch holiday gift guides in the fall. However, with some research, you’d soon discover that sending your pitches and product samples in October is far too late to even be considered for gift guides in most cases. Always plan for the right time and opportunities. Related: Timing is everything when pitching for the holidays
3. You don’t have a budget (or enough budget).
The difference between earned media and advertising is simple: you don’t buy press, but you do buy ad placements. That said, don’t make the mistake of believing that because you don’t pay for press coverage that it comes without a price. Just a few things that you can expect to (and should) be spending money on to maximize your efforts include photo shoots, press kit, sample mailings, events, and of course, staffing. The more muscle you can put behind your brand story, the more vigorous your placement cadence will be.
4. You’re only telling and not showing.
One grave mistake that is easily and understandably made when pitching a story is assuming that people will immediately care. It’s your responsibility or your publicist’s responsibility to not just explain why a journalist should care about your story, but show them, too. More than just a summary of your product or service, come prepared with good quality photography, videos, stats, samples, testimonials, and so forth. Package them in a way that’s easily accessible for the reporter. Go a step farther and bring your launch to life – host an event or schedule another opportunity to meet face-to-face.
5. You’re not following up (or you’re following up too much).
Journalists are people, and just like you and I, they are busy. Really busy. So, if you don’t get a response the first time, that doesn’t mean they aren’t interested in your story. Be sure to follow up in a timely fashion, but don’t do so too frequently or too quickly. You want to be persistent, not pushy. According to a writer we often work with, “Please don't follow up quickly, unless it's time sensitive. I sometimes have people email me in the morning and, if I haven't responded by the afternoon of the same day, they will email me again that day or first thing the next morning. This is an almost-guaranteed way to get me to ignore you.“ Strong relationships are key. Get to know the reporters and what works best for them – not just for you.
6. You have nothing newsworthy to share.
A big deciding factor in whether or not your story is going to ever be considered is whether or not it’s relevant to the reader. If you don’t have something newsworthy to share – be it a product, launch, sale, opening, hire, etc – how can you expect to be worth appearing in the news?
Fret not – there are still clever ways to get press even when you don’t have news to share, and that’s what your PR plan is also for: identifying opportunities to align your brand with trends, seasons, events, and more.
7. Your branding is blah.
Before you start pitching, please first take the time to examine your branding. A publicist can absolutely assist with this exercise – after all, our jobs are all about brand imaging and elevation. From your social media to packaging, your branding is often your first impression. If your business website is outdated or poorly functioning, your Instagram feed looks like a mish-mosh of mediocre quality iPhone photos with no rhythm, and most importantly neither of these platforms is approached with consistency or creativity, it’s not going to help your case. Related: Here’s how having a strong brand helps your marketing
I know what you’re thinking, “but my product is so good, it should speak for itself!” Yes, it might be. But understand this: in a time when people are less trusting of the media, it’s more important than ever that the sources they cite and suggestions they make are credible. If you’re selling a product on your website – even if it’s a great product – and your website looks like it was built in 2010, your validity may suffer. Put your best foot forward and remember that quality content is associated with a quality product. Your first impression might be your last. Related: Why a good website builds a good impression for your customers
8. You lack a clear perspective.
Journalists don’t want ideas for topics – they want unique angles. What makes your story, your brand, your offer unique? What problem do you solve for your consumers and how is it more creative, cost-effective, or beneficial for them? Don’t pitch topics, pitch YOUR unique perspective and you’ll shine.
9. Your products are not commissionable.
Our editor and journalist friends are not just recommending affiliate links – more and more are requiring them. If your website is not yet set up to offer affiliate commissions, please set this up as soon as possible. If your products are not luxury items, consider offering a higher percentage commission (more than 10%). Five-percent commission on a $20 product is not very lucrative or attractive to a digital media outlet. Especially if your products are not available at big box retailers like Amazon, Target, Best Buy, Nordstrom, etc., affiliate commissions on your website are an absolute must. Make sure you offer them and make sure you offer a competitive commission.
10. You are too slow to respond.
If you haven’t reviewed our #1 tip for getting press coverage yet (watch it here), spoiler alert: Responsiveness takes the cake. Assuming you have the luxury of time to get back to a journalist or pitch a timely ideal is a major downfall for brands trying to earn media coverage. Don’t just meet the deadline – meet it early.
11. Your expectations are unrealistic.
While PR stands for “Public Relations,” it could also stand for “Patience Required.” If you expect overnight success, you’re setting yourself up for disappointment. While it’s possible to land press quickly, it’s not always usual (especially if you don’t have any news or budget – see points #3 and #6). In fact, the nature of earned media is that it must be awarded, in a sense. If you're looking for guaranteed placements at a particular place and pace, then you’re better off paying for it with dollars if you can’t afford patience. Nevertheless, if you’re reading this post, you hopefully see the value of publicity. After all, 92% of consumers say they trust earned media, while only half trust paid advertisements (according to Nielsen). That’s huge for a business, especially start-ups that are still working to earn consumer trust. If you invest in PR, the benefits can pay off for years longer than advertising, but it’s going to take a lot more time to get there.
PR is not for the faint of heart. There’s a reason why publicists consistently rank as one of the most stressful jobs. It takes a lot of control, and yet, there is much you can’t control. And while you can’t control the decision of an editor, you can control your approach. Good luck!
Want more help with media coverage? Contact us to learn more about FACTEUR PR’s Public Relations packages or check out our DIY PR workshop for templates and tutorials to help you land press for yourself!