Picture this: Hours worked on perfecting a media pitch, a carefully curated media contact list and your cursor hovering over the ‘send’ button. You haven’t felt this level of anxiety since you asked that cute guy at the gym for coffee and he left you on “read”. You spend the next few hours trying to distract yourself by doing other things, the silence of your phone (which you know is on full volume) growing louder and louder. 24 hours later, you’ve still got no replies and your computer’s wallpaper has reset to a picture of a tumbleweed.

In public relations (PR), we’ve all felt the sting of media silence. Those painful moments when your carefully crafted pitch emails get crickets in response. But before you start storming offices or sending smoke signals, we’ve put together our best advice on handling the silence... and how to break through it with effect media relations strategies.

These tried-and-true tips are your go-to guide when the media just won’t write back.

1. Take a deep breath

They say a watched pot never boils so maybe a watched inbox never delivers? Whatever the case, first step to dealing with media silence is to just (you guessed it), relax. And we know, we know, the infamous ‘relax’ word is the last thing anyone who isn’t relaxed wants to hear. But it’s something we all know from experience: the more you get worked up and flustered, the further you spiral into panic mode – the destination you hit when unnecessary emails are sent, and stress only grows.

So, take a deep breath and do your best to focus your attention elsewhere. Media receive intense amounts of emails a day and do take some time to sort through them all. Keep in mind that not hearing back isn’t necessarily a bad thing. While not ideal for your stress levels, media silence can provide great opportunities to build relationships with journalists and editors!

2. Send a follow up

Okay you’ve taken your mind off the lack of responses and have stopped thinking about carrier pigeons as a viable investment. If you’re still faced with a “no new messages” situation it’s probably time to start thinking about the follow-up email. While the pessimist within us likes to think that a no-reply equates to a definitive rejection, this isn’t necessarily the case. What’s more likely is that your email has been lost in the sea of pitches, requests and industry correspondence that floods the inboxes of journalists and editors. Best thing to do is shoot through a follow up email or make a quick phone call and keep your pitch front of mind.

Timewise, we recommend waiting two to four days before you touch base again, whether that’s through a follow up email or quick phone call. Unless you’re dealing with a media outlet with a super-fast turnaround time, following up any earlier than this might actually work against you. Two to four days is long enough to give them some space to read and consider your first email but not too long that they’ll forget all about it.

And when you do follow up, keep it polite and purposeful. Be ready with extra details and consider sending a fresh email with a new subject line and updated content instead of replying to the original thread. To make your follow-up stand out, including something new – whether that’s extra images, a different angle or additional story idea. It’s a simple way to show initiative and make your message feel more relevant and engaging.

The golden rule of follow ups? Don’t be annoying. Think of it like texting – no one likes to be pestered (we all have that one ex). Editors don’t mind follow ups (if they’re done properly) but keep yourself to a limit of one phone call and one email – trust us on this one!

3. Double check the facts

If you’ve done your follow ups and the media still won’t write you back, it’s time to head back to the drawing board. Have another look over your media list and make sure your pitch is actually going where you want it to. You don’t want to be sending a story pitch to an art director or an interiors product to a beauty writer. Don’t just hope that your email will eventually find its way to the right person, make sure the right person is receiving your pitch the first-time round. Double check all the names and contacts and potentially dig a little deeper to find the perfect person to send that pitch to.

4. Review the email

Nailing the right tone can be a difficult task to master. If your email is too convoluted, overly friendly or perhaps stand-offish, that pitch may have been instantly forgotten (or even deleted) by the media recipient in question. Re-read what you’ve sent and make sure your message, pitch and/or product is easy to identify and sells itself. If you’re not quite sure, it always helps to ask a colleague or friend to read over it and pass their opinion so you can make sure your email includes everything the media are looking for.

5. Let it go

As much as you think your product was perfect for that feature, sometimes it’s simply just not about you. There could be a dozen reasons why it didn’t work out – timing, editorial direction, or too many competing options to choose from. Holding onto bitterness won’t get you closer to your PR goals – in fact, it can block you from seeing the next opportunity.

That’s why, on that note, our last (and probably most difficult!) tip is to just let it go. The last thing you want to do is damage future possibilities by constantly barraging media with emails and phone calls. If the media won’t write you back, try your best not to take it personally and think about what you can change to make sure that pitch email gets read next time!

Pitch to Media... Without the Emails

What if you could get your brand in front of journalists without clogging up their inbox? Flaunter makes it possible.

Instead of relying solely on pitch emails, Flaunter acts as your always-on, digital PR assistant and all-in-one PR software – putting your brand assets right where media are already looking. Stand shoulder to shoulder with the big dogs, on a media management platform journalists, editors, stylists and creators use daily to discover new products and download hi-res imagery on demand.

As a powerful media relations software, Flaunter serves as a brand communication platform and media outreach data base, helping you to build your relationships with the media with ease. It’s perfect for those looking for DIY PR solutions, PR for small businesses, or anyone needing that extra platform where you can promote your brand and get featured in the media.

And unlike social media, Flaunter doesn’t play algorithm favourites. When journalists log in, they see what’s new and press-ready. If you’re consistently uploading high-quality, relevant content, you show up where it counts. No budget boosts needed, just smart strategy and consistency.

So, if your brand’s not on Flaunter yet? It’s time to change that.

Start your free two-week trial today and join the hundreds of lifestyle, fashion and beauty brands already using Flaunter to simplify their PR and amplify their presence.

What To Do When The Media Won’t Write You Back