The response pops up in your email, and you immediately drop what you’re doing to open it—only to discover she isn’t interested. She’s too busy. There was a natural disaster. A political figure is dominating the headlines. Whatever the case may be, even if it’s just bad timing, the reporter isn’t going to write the story this time.
What now? How should you react when your perfect PR pitch isn’t timed quite so perfectly?
First and foremost, try to find another home for it. If it is a solid story, the chances of another targeted reporter jumping on it are in your favor. While you’re trying to place the story, start considering other uses for the idea, as well. A good pitch should never go to waste.