How to Handle Media Rejections

After spending multiple hours on a media pitch, and then it gets rejected or maybe ignored.

Frustration, anger, and impatience. We get those feelings… Every startup has to go through them multiple times in their PR journey.

However, even in such a dark phase, there are a lot of strategies that can be put to the test.

So, let us help you with a detailed guide on 5 ways how to handle media rejections.

How to Handle Media Rejections?

Once a journalist/media outlet rejects your offer, it always feels like something is wrong with the pitch.

Well, not every time!

Most journalists reject pitches due to

• Busy schedules

• Lack of interest in the sector

• The timing isn't right

• Insufficient newsworthiness

• Or… A Bad Pitch!

But in all these cases, these 5 pieces of advice will help you build long-term relationships with journalists even after a rejection.

So, after hearing a rejection:

Take a Deep Breath

We know it sounds too common but seriously. Taking deep breaths shuns away the most significant strokes of frustration and anger. Researchers from Frontier also seem to agree with us.

Plus, understand that you and your team are all humans. Mistakes are a part of success and a bad reaction to such rejections would only bring in more negative results.

Instead, think about:

• What was the reason for the rejection?

• Solve the problem

• Look for a suitable time frame and then,

Follow-Up:

Rejection follow ups are quite different from your regular media pitch follow ups. The key differences?

We’ll do a side by side comparison to give a better understanding.

In short, after a rejection, you’re trying to build up positive insights in the mind of a journalist. That’s like keeping your business as a second option and always available to help out if things don’t work out in the current schedule or near future.

Up next,

Start Working On The “Why” For Media Rejection:

Either if the journalist responded to your message, or didn’t respond at all, there’s a big reason your business got rejected.

Start looking at the message from the:

Hooks:

Many startups don’t use a solid hook. In most cases, a hook could be as lame as “Your dream startup” or “The next big thing in Fintech”.

If your PR team or you have also used a similar hook, it’s time to get rid of it. Work on natural lines. Don’t write AI emails because that will only get you more rejections.

Pro Tip: Research the journalist’s recent articles to understand their interests. Use that knowledge to craft a hook that feels tailor-made for them.

Message Body:

A long and confusing paragraph is always a deal breaker. Journalists are on tight deadlines, so if your pitch doesn’t get to the point quickly, it will get rejected.

Don’t stuff your pitch with too much background information. Use short, focused paragraphs to explain who you are, what you’re offering, and why it’s newsworthy.

For example, Instead of saying, “Our startup is doing many things in tech,” say, “Our AI-powered platform is helping small businesses cut costs by 30%.” Use bullet points to highlight key details.

Message Ending

A weak ending will leave the journalist wondering what to do next.

But, how would you define an ending as weak or strong?

CTAs!

Don’t close your email with something vague like, “Let us know if you’re interested.” Instead, include a specific ask, such as, “Would you be open to a quick 15-minute call next week to discuss this further?” This approach makes it easier for the journalist to respond and shows that you value their time.

Message Timing

Timing is everything. If you sent your pitch during a busy news cycle or late at night, it could have been buried under a flood of emails. Journalists typically have peak hours for checking pitches (Mid-morning during weekdays is often a sweet spot).

On the other hand, avoid sending pitches on Fridays or right before holidays when they’re likely to be overlooked.

Plus, keep an eye on big news days in your industry. If something major is happening, hold off on your pitch until the timing feels right.

Industry Trends

Sometimes, your pitch isn’t timely because it doesn’t align with current industry conversations. For example, during TechCrunch Disrupt, journalists are likely focused on stories tied to the event. If your startup doesn’t relate to what’s trending, your pitch will get rejected.

Message Tone

Fresh founders, especially those not working with any PR teams always make this mistake.

Getting too formal, or way too friendly. Both of the extremes won't work. That’s because the tone of your pitch sets the stage for how the journalist perceives you.

A friendly, professional tone is the best balance. It's the same as explaining a story to your friend while maintaining professionalism.

Make a New Media List With Realistic Expectations:

Now that you’re done working on the mistakes of your previous emails, it’s time for a fresh start.

Firstly, question yourself.

What type of media attention am I looking for?

If the answer is Tier 1 Media Outlets/Journalists, then sadly, it’s not that simple. Especially for fresh startups if they haven’t come up with something extraordinary.

On a regular basis, these media outlets get hundreds of emails, with every startup exclaiming their business is the ‘Next Big Thing”. Rejection is unavoidable.

Instead, look for Tier 2/Tier 3 media outlets. Pitch to journalists who aren’t already caught up with stories and want to cover something. Once your startup makes it to the headlines, there will be many Tier 1 journalists who would like to interview you.

But, even with the realistic targets in mind, you need to:

Find Better Leads:

One of the most overlooked reasons for media rejection is targeting the wrong journalists or outlets. Bad journalists who don’t cover your beats will waste both your time and theirs.

For example, pitching a tech startup story to a journalist who writes exclusively about food and lifestyle is unlikely to get results. Even if your pitch is excellent, it simply won’t align with their beat, and you’ll face rejection.

So, with a fresh start, find journalists who cover stories similar to yours.

Read their recent articles and get an upper edge by using tools like Journalist Hunt. We can help by providing accurate and up-to-date contact information for journalists, along with insights into the topics they cover.

This saves you hours of manual research and helps you focus on crafting a personalized pitch.

Wrap-Up:

As we wrap up, it's understandable that handling media rejections is tough.

However, it’s also an opportunity to improve and build stronger relationships with journalists. Remember, rejections aren’t always about your story, they’re also about timing, relevance, or simply a journalist’s packed schedule. Use each “no” as a chance to refine your pitch and strategy.

Play the long game, stay consistent, and refine your approach. A few rejections today could lead to major wins tomorrow.