If you’re in a position to pitch stories, you’ll come to realise that some stories just don’t get picked up. And no, this is not a testament to how good or bad of a writer you are, how newsworthy the story is or how good your pitching strategy is. Sometimes, it just boils down to timing, and other times, it’s all of the above. Having said that — it’s not all doom and gloom if your story doesn’t get picked up.
Sure it can be quite demoralising if you’ve spent hours trying to craft what you think is the perfect pitch, only to be met with radio silence. No email replies, callbacks or even a polite rejection. But don’t take it personally! That means you’ve got to rethink your approach.
If you’re tired of refreshing your inbox hoping to see a reply, you’ve come to the right place! Let’s dive into the do’s and don’ts of crafting a story for the media.
Also read: 5 reasons why nobody wants to read your media pitch
Wrong place, wrong time, wrong person
The worst thing you can do as a PR pro is to not research. This may be research to understand current news cycles, major stories or the beat of the journalist you are approaching. Just as each publication has its topics of focus, each journalist too has their expertise. While a journalist may cover business, this does not mean they’ll cover any business-related story. Some may focus specifically on startups, financial updates or even corporate trends. Sending a pitch with an ill-fit not only gets you ignored, but it wastes their time and ultimately erodes trust in you as a professional.
The next important thing to understand is timing. Even the best stories and pitches get buried under bigger news. If your pitch lands in a journalist’s inbox on the same day as a major scandal or news of an outbreak, you can bid your story goodbye. Some industries also have different news cycles. Fashion and entertainment media tends to get busy during award season and tech publications are hounded with releases during major tech conferences. Certain cyclical events such as parliamentary sittings, budget announcements and even electoral periods can make it tough for any other news to break through. Keeping track of these major events and industry trends can help you time your pitches to give them a kicking chance. If you can wait for lull periods to push your pitches, you are bound to receive more interest from journalists.
Some unspoken rules of the Malaysian media landscape
Malaysia “seems to have a rich media landscape, but the state media wield a great deal of influence and many mainstream media are openly partisan”, says Reporters Without Borders (RSF). This just means that some topics —especially those critical — are heavily censored and are rarely covered. Here is a list of some topics that are deemed taboo:
- Government, politicians and policies
Criticism of the government, politicians or any policies that are in place is rarely ever seen. Even in cases of corruption and scandal, only some issues get in-depth media attention and investigative journalism. This is due to the sedition act and the Official Secrets Act.
- 3R, Race Religion and Royalty
In Malaysia, topics related to race, religion and royalty, often referred to as the 3Rs are highly sensitive and monitored very closely. Many media outlets do not carry these stories due to strict regulations and potential legal consequences.
- LGBTQ+
Discussions around LGBTQ+ and even sexuality, in general, are avoided due to regulation and conservative societal norms. Even if there are discussions on LGBTQ+, it is rarely ever in a positive light as this is seen as promoting the lifestyle.
These are just a few examples of topics that are avoided by the traditional mainstream media.
The digital shift
While traditional media has seen a decline, online and social media have emerged as the main sources of news. The online media space is highly active, and many of these digital outlets cherish their editorial autonomy. Content here moves, faster, louder and with fewer restrictions.
As of 2024, Malaysia has hit 33.59 million internet users, and internet penetration stands at 97.4 percent.—making it evident that digital platforms play a crucial role in news dissemination at an age where almost everyone (yes, quite literally everyone) is online. This shift makes it so that you don’t have to rely entirely on traditional media to get your story out there.
In a nutshell
Getting the cold shoulder from the media doesn’t mean your story isn’t valuable, it just means you need to refine your strategy and try again! By reframing your angle, using catchy headlines, finding the right journalist or even waiting for the right timing, you will be able to significantly increase your chances of getting coverage.
That aside, if traditional media won’t pick up your story, leverage digital platforms, influencers and other community channels. The media landscape is shifting and it is important for brands to shift their approach when it comes to getting their story out there.
Struggling to get media coverage? Let us help you improve your media visibility. Drop us a message at hello(a)syncpr.co