Why Your Media Pitches Keep Getting Rejected

Sending a media pitch and hearing nothing back is frustrating. You’ve got something great to share, and it seems like no one’s interested. If this sounds familiar, you’re not alone. Media professionals receive tonnes of pitches every day, and standing out from the pile is harder than it seems. If your emails keep being opened and ignored, or worse, not even opened at all, there’s a good chance there’s something off in your pitch approach.

It’s not always about bad content either. Sometimes, the issue lies in how it’s framed, who it’s sent to, or when it’s sent. Avoiding common mistakes and adjusting a few habits could help you connect better with media contacts and finally get some traction. Let’s explore a few reasons why your pitches might be missing the mark.

Lack of Personalisation in Pitches

It’s tempting to create one pitch and send it to everyone on your media list. It saves time and energy. But while mass outreach may feel productive, it often leads to silence. Journalists can tell when a pitch is copied and pasted, and it immediately signals that no real thought went into the contact. This usually results in a quick delete.

If you want attention, you need to show that you’ve done your homework. Personalisation doesn’t mean changing just the name at the top of an email. It means proving that you know who the person is, what they write about, and why your story matters to their audience. People are more likely to listen when they feel like you're speaking directly to them.

Here are a few ways to make your pitch feel less like a template and more like a real conversation:

- Start by reading a few recent articles by the journalist. Make a note of their tone, interests, and any patterns in the stories they cover.

- Tailor your subject line and opening line to match their usual themes.

- Explain why the story matters to their readership, and suggest how it fits with what they normally share.

- Avoid jargon and act like you're chatting with a real person, not pitching to a wall.

A quick example: if someone regularly covers stories on start-ups and the tech ecosystem, don’t send them a pitch focused on property development. A better choice would be a story about a rising business owner under the age of 30 who’s built something on social media. That’s relevance, and it shows you’re paying attention.

Poorly Written Pitches

Even the best idea can be ignored if the pitch is clunky or confusing. Journalists don’t have time to decode vague or bloated emails. If your message doesn’t get to the point quickly or contains lots of typos, it’s likely getting tossed. Good writing builds instant trust. Bad writing triggers doubt straight away.

The way you write your pitch can either encourage someone to read on or push them to move on. You might think it’s fine since you know what you’re trying to say. But if the reader doesn’t understand it, then the message isn’t clear.

Common writing mistakes to watch for include:

- Long sentences with too many ideas crammed in

- Big words used when simple ones would do

- Typos and poor grammar

- Unclear subject lines

- Weak story angles buried under too much fluff

Keep it simple. Aim to write the pitch like you would explain it over coffee. Use short, direct sentences and break information into easy parts. Structure your pitch like this:

1. A snappy subject line

2. An opening line that tells them why they should care

3. A few lines explaining the story

4. Contact details and how they can follow up

Clean writing shows respect for the recipient’s time. When your message is clear, relevant, and well put together, the chances of getting a reply go way up.

Irrelevant Content That Misses The Mark

Media professionals aren’t just looking for a good story. They want one that fits their outlet, audience, and current coverage goals. If your pitch covers something interesting but doesn’t match their usual topics, it’s going to get passed over. Relevance plays a big part in deciding what gets picked and what doesn’t.

To get it right, you need to think from their side. Ask yourself: Does this story connect with their readers or viewers? Does it reflect the kind of angle they’ve taken in their recent pieces? If you don’t know the answer, it may mean you haven’t done enough homework on that outlet or journalist.

Keep in mind how outlets focus their stories:

- Some specialise in industry news, so a lifestyle feature might fall flat

- Others stick closely to local stories or events, so wider regional topics may not land

- A journalist who covers startups likely doesn’t want info about manufacturing standards unless there’s a fresh and engaging angle

When you find a strong connection between your pitch and their usual content, point it out clearly. Avoid being vague. Instead of saying “I thought this might interest you,” try “I noticed you’ve written about small business tech trends in the past, and I think this angle builds on that with a new twist.”

Focus your pitch on how the story affects people or solves a problem. If your story doesn’t answer “why should anyone care?” then it’s probably not yet ready to send.

Timing Makes Or Breaks A Pitch

Sending a strong pitch at the wrong time can be worse than a weak pitch sent at the right time. Timing matters more than most people think. Journalists work to tight schedules, deal with fast-changing news cycles, and often have content lined up well in advance. Hit their inbox too late and your story’s already old news. Too early and they forget about it.

Proper timing makes your message feel more relevant and better aligned with what they’re working on. The sweet spot varies depending on the niche.

Here’s how to improve your timing in media relations:

- Know when big events, holidays, or seasonal themes are coming up

- Avoid sending pitches late on Fridays or over weekends unless there's breaking news

- Consider sending timely pitches tied to social conversations or upcoming events

- Reach out in the morning when inboxes are fresher, not late in the day

- Give enough lead time for feature pieces, which need earlier notice than quick news bites

Let’s say you’re pitching a spokesperson to comment on retail trends. If end-of-year holiday shopping stories are already being wrapped up in mid-November, sending it then won’t help. You’d need to start making contact and building those media relationships much earlier in the year.

Intentional timing doesn’t just help your story get noticed. It shows you understand the media’s way of working and that earns trust over time.

How Blue Totem Communications Can Help Improve Your Media Pitches

Improving your media pitches isn’t about luck or clever hooks. Most of the time, it comes down to small, thoughtful changes. Being clear about your message, knowing who you're talking to, and respecting timing all play a part.

When content is relevant, written with care, and sent to the right person at the right time, your chances of getting a response go up sharply. Still, getting it all right takes practice, consistency, and insight into how media professionals work. That’s where we come in.

At Blue Totem Communications, we help businesses fine-tune their approach through smart planning, story development, and personal outreach. With experience across Southeast Asia and beyond, our team supports clients through media coaching sessions, pitch writing support, and refining outreach strategies. We also help identify the right media contacts to engage with so your message doesn’t just land—it sticks.

If your pitches are being ignored or lost in inboxes, there’s usually a reason. But with the right support and a few changes, you can find your voice and start winning the attention your stories deserve.

If you’re ready to improve the way your stories reach the press, Blue Totem Communications is here to help. Our team understands what makes a pitch stand out and can guide you in creating stronger connections with the media. Find out how our media relations services can help you communicate with more impact and clarity.