Most media outlets either don't or can't respond to your initial release or pitch. Based on my professional experience as a PR/Publicity specialist, I would estimate that media placements occur in the following manner:
25% occur after the 1st - 2nd pitch
50% occur after the 3rd - 5th pitch
25% occur after the 6th - 8th pitch
Sometimes (in fact most times) a strong placement happens when a release hits an editor at the right place at the right time. Sure you may have pitched that media contact three times over the last few weeks, but perhaps that reporter/editor/producer didn't have the time or the editorial space to work your release into a placement. Your opportunity for placements increases with meticulous media follow-ups and re-pitches. What many business owners/entrepreneurs don't realize is that the majority of media outlets fail to respond until after the third or fourth pitch. I continue to be amazed and amused at the editor or producer who, upon receiving a pitch for the fourth time, says, "I'm so glad you reminded me of this release!" or "Great timing! This will fit perfectly in a feature we're doing this week!" If the release had been pitched just once, and not followed up on, those placements would not have taken place.
So make sure your PR staff isn't afraid to wind up and pitch your campaign multiple times. Just like in baseball, the more pitches there are — the better chances you get to make a hit.
