As Halloween approaches, what better topic to dive into than pitch ghosting? Nothing stings more than getting that initial engagement from a media contact, followed by silence and unresponsiveness.

It usually goes like this. You’ve sent a really engaging and interesting story pitch. They read it (YES!) and responded with something like, “Interesting topic, yes I’d like to explore more and talk with your expert…send some dates.” You are on top of the world – a bad*ss PR pro. And then…it…happens.   You respond back. One day, two days…no response. Your enthusiasm starts to waver. You tell yourself, “They wouldn’t do this to me. They called my topic ‘interesting,’ they wanted to explore it more…I’m a bad*ss PR pro.” What now?

[Disclaimer – It’s important to remember that perhaps more than ever before, reporters, producers, journalists and influencers are flooded with pitches. As a former broadcast producer, I often found myself overwhelmed with pitches, including many promising ones I couldn’t utilize. It had nothing to do with interest but often came down to timing and the story that worked best in that moment.]

No doubt, when a journalist goes dark, it can be frustrating. But handling it with professionalism (and a bit of grace) is key to ensuring you keep that relationship intact. Here are three tips to consider when you get pitch ghosted:

  1. Thoughtful Follow-Up: If you’ve received an initial response but are now hearing crickets, wait a week, then send a polite follow-up email. Keep it brief and respectful. Acknowledge their initial interest, reiterate your value, and ask if their timing has changed. For example: “Thanks for the interest. I wanted to check in to see if this is still a fit or if your timing has shifted. As a reminder…
    [brief key points].” Ending with an open-ended question can also encourage a response.
  2. Keep Perspective: It’s easy to assume your pitch isn’t resonating, but it could just be a matter of timing. Journalists are often inundated with pitches and juggling tight deadlines, just as I was in broadcasting. Before following up, check if they’ve posted about attending a conference, are currently busy with other stories, or maybe even already posted the story you were pitching. Following them on social media or making an effort to know their beat can help you time your outreach better. Keep in mind they’re probably not ignoring you on purpose.
  3. Move On (With Grace): Nothing is more disheartening than feeling like you’ve secured an opportunity only for the communication to stop. If you’ve followed up once and still hear nothing, it’s time to move on gracefully. Your persistence should never turn into pestering. There will be other opportunities, and handling the silence professionally may keep you on their radar for future pitches.

Bonus Tip – Build Relationships: Believe it or not, PR is less about immediate coverage and more about building relationships. Shifting from a “one-and-done” approach to cultivating long-term connections with media can pay off in future opportunities. PR isn’t just Public Relations; it’s about being Permanently Resilient. Not every pitch will land, but every interaction helps build rapport and improve your approach.

By staying professional and adaptable, you can navigate pitch ghosting with grace and turn them into long-term wins.