When Is the Best Time to Pitch Your Story to the Media?

Timing is everything—or is it? When it comes to public relations and pitching your story to media outlets, many people wonder if there’s a perfect moment to hit “send.” The truth is, there is no one ideal time. The best time to pitch your story to the media? Anytime—and ALL the time! Consistency is the real key to success.

The timing of your pitch matters less than you think, and staying persistent with your efforts will increase your chances of securing the media coverage you want. But…

Why Is There No 'Perfect' Time to Pitch Your Story?

Many PR beginners believe that there’s a magic hour when journalists and editors are more likely to pay attention to their inbox. They think, “If I could just time my pitch right, I’d get that media placement I’ve been dreaming of.” While it’s true that there are better times to reach out to journalists—such as during standard working hours or avoiding holidays—the reality is that the content of your pitch is far more important than the exact time you send it.

Here’s why there’s no "perfect" time to pitch:

1. Journalists Have Constant Deadlines: Media professionals are always working on multiple stories, meaning they need content constantly. As long as your pitch is relevant and timely, it can catch their eye.

2. Different Media Have Different Cycles: Print outlets, blogs, radio shows, and television programs all operate on different schedules. Waiting for the “right time” to pitch may cause you to miss out on opportunities.

3. Your Story Could Fill a Gap: Even if a journalist isn’t planning to write about your topic that day, your pitch could fill a last-minute gap in their coverage. The takeaway? Always pitch—don’t wait for a "perfect" window.

Consistency: The Secret to PR Success

If there’s one thing that successful public relations pros know, it’s that consistency is key. The more often you pitch, the more likely you are to catch the attention of a journalist. It’s all about staying top of mind and building relationships.

Here’s how being consistent can help you:

• Increases Your Chances of Being Noticed: Journalists get hundreds of emails daily, so your pitch might get lost the first time. By following up and pitching regularly, you increase the chances that your story will eventually land at the top of their inbox.

• Builds Relationships Over Time: Repeatedly pitching to the same outlets and reporters helps build a relationship. Even if they don’t run your story the first time, they’ll start recognizing your name and will be more likely to open future emails.

• Shows Your Dedication: Journalists want to know that your story matters to you as much as it does to their readers. Consistently pitching your story shows that you believe it’s worth telling.

How to Create a Consistent PR Strategy

Now that you know the best time to pitch is anytime, how do you create a consistent PR strategy to get the coverage you’re aiming for? Here are a few steps to help you stay organized and persistent:

1. Create a Pitch Calendar

This can help you stay consistent with your outreach efforts - we get busy and might not remember the last time we reached out to someone. Whether you’re pitching weekly, bi-weekly, or monthly, having a schedule ensures that you won’t fall behind. Keep track of the outlets you’ve contacted, when you sent your pitch, and when you followed up. Staying organized will help you see where you’ve had success and where you need to focus more attention.

2. Customize Your Pitches

Keep in mind consistency doesn’t mean sending the same pitch over and over again. Each time you reach out to an outlet or journalist, customize your pitch to make it relevant to their current needs or interests and audience. Adjust for changes, like seasonal changes as one example. Show that you’ve done your research on their recent stories and explain why your story is a good fit for their audience.

3. Follow Up Professionally

If you don’t hear back from a journalist after your first pitch, don’t give up. Following up is a part of the process. Give it a week or two, and then send a polite reminder. Mention that you’re checking in to see if they had a chance to review your story idea and offer to provide any additional details they might need.

Common Pitfalls to Avoid When Pitching Your Story

Even though consistency is essential, there are a few pitfalls to avoid when pitching your story:

• Don’t Spam Journalists: Sending out the same pitch to hundreds of media contacts at once can backfire. Journalists often talk to each other, and if they see the same generic email, they’re less likely to take you seriously. Always tailor your pitches to the individual reporter or outlet.

• Avoid Over-Pitching: There’s a fine line between being consistent and being overwhelming. Pitching your story too frequently to the same journalist without updates or new angles can damage your chances. Again, it can com across as spam. Space out your pitches and make sure each one brings something new to the table.

• Don’t Wait for the ‘Big Break’: It’s tempting to hold out for coverage from a national publication or major news outlet, but that can leave you waiting indefinitely. Pitch in your own backyard. These outlets have a vested interest in those in their local community. Pitch to a variety of outlets, from local newspapers and blogs to niche industry publications. Coverage starts at home!

Persistence Pays Off in PR

Remember, getting media coverage is a long-term strategy. It’s about building relationships with journalists, telling compelling stories, and needs to be part of your consistent efforts. Don’t stop just because you didn’t get a “yes” right away. There will likely be many “no’s” Keep going, and eventually, you’ll land that story you’ve been working toward.

PR success doesn’t come from waiting for the perfect moment—it comes from staying persistent and proactive. The more you put yourself out there, the more likely you are to get noticed.

Ready to Get the Coverage You’ve Been Wanting?

If you’re ready to take control of your PR strategy and start getting the media coverage you’ve been waiting grab our step-by-step guide on how to walk up the media ladder, download the free guide, The Walkup Method, here.