Reporters ghost. How to balance expectations while not burning bridges

Learn how to manage expectations and maintain media trust when working with a public relations agency after a journalist goes silent.

You prepare your story, pitch it well, and finally get a response from a journalist. Momentum builds, and your internal team gets excited until interest from the reporter disappears. Silence. No replies. No update. Just gone. That drop-off can feel like a setback, especially when you have invested time, aligned leadership, and thought it was heading toward a big win.

When that happens, the pressure intensifies. Your client or boss expects results. You are caught in the middle, trying to balance relationships and reputation without losing credibility. It is a common obstacle in public relations, yet it is rarely talked about openly in terms of what to do next. Let’s change that.

Why journalists ghost

Reporters across industries face intense time demands. Many juggle multiple stories each day under tight deadlines with limited staff support. According to Muck Rack’s 2021 “State of Journalism” survey, the average journalist receives more than five pitches per day. That works out to roughly 25–30 pitches per typical business week, although daily volume may vary. The same survey also found that less than 25% of a journalist’s published stories come from pitches. These findings suggest that while many journalists are inundated with outreach, the idea that most receive “hundreds” of pitches weekly or that a growing majority never open them is not supported by publicly available data.

A lack of reply does not always mean your pitch fell flat. Sometimes they are interested but got pulled into breaking news. Sometimes they pass but forget to respond. Sometimes your story just is not a fit at the time.

Understanding this context can help you respond with empathy instead of frustration. Remember that silence does not always mean rejection. It might mean delay or distraction, and knowing the reasons behind the quiet helps you stay grounded.

Calming boss or client expectations with transparency

Whether you are reporting up or across business units, you have likely seen how quickly excitement over a media opportunity turns into pointed questions when things stall. The key here is transparency.

Set proactive expectations early:

• Let your stakeholders know upfront that media interest is never guaranteed, even with strong stories and solid outreach.
• Break down the uncontrollable variables: news cycles, bandwidth, and timing that affect editorial decisions.
• Share story development stages so they see the moving pieces long before any result happens.

Updating regularly, even when progress is slow, can help. Reassure them by showing what you are tracking: opens, follow-ups, cycles of engagement based on past patterns. You can bring in third-party data to validate your points. For example, studies from outlets like Cision show that journalists are increasingly selective, with only a small percentage of pitches leading to coverage.

By framing your updates around effort and precision instead of outcome alone, you position PR as a function of professionalism and persistence, not just placements.

How to follow up without burning a bridge

When you decide it is time to circle back with the journalist, how you do it matters.

Stick with these best practices:

1. Keep follow-ups brief, two or three sentences max.
2. Make it easy for the journalist to act by restating your pitch succinctly with a new angle or useful asset.
3. Match the timing of your follow-up to that reporter’s beat if you can. Avoid weekends or peak publishing hours unless it is breaking news.

Avoid emotion in your message, even if you are annoyed. Skip phrasing that sounds passive-aggressive or impatient. Instead, center the follow-up around how your story supports the reporter’s value to their audience. That shift in tone subtly reminds them you are a resource, not a task to check off.

If your outreach still goes unanswered, do not chase endlessly. Persistence can help, but over-pinging risks the relationship. A thoughtful, occasional check-in keeps you on their radar without adding pressure.

When to let go, and how to redirect internally

There is a point where continued follow-up becomes less productive and more harmful. That is when it is time to change direction.

Ask yourself:

• Has the story been leapfrogged by newer events?
• Is the reporter still open to coverage in the future, or is it time to move on?

Have a fallback strategy. You can always:

• Pitch the story to another outlet or format it for a different beat.
• Adapt the content into an owned blog or newsletter feature.
• Repurpose elements into social media or internal wins to show progress.

Internally, help your team understand the long game. When a story stalls, it does not mean your PR efforts failed. It means this specific angle with this journalist did not sync up right now. Use the moment to educate about the earned media cycle and reinforce trust in the process, not just the outcome.

Real-world wins: Turning ghosted pitches into future wins

Major brands have experienced the same silence and turned things around. Coverage can emerge months later from the same pitch when timing shifts. In some cases, the original story never ran, but it sparked dialogue that led to new opportunities.

For example, brands like Microsoft and Coca-Cola have evolved waylaid stories into future wins by revisiting the angle or offering new executive access at a better time for the outlet. A ghosted pitch does not mean the door is closed. It might just mean it is cracked open for later.

Over time, relationships, not one-off hits, build trusted media connections. For companies in complex industries such as cybersecurity, finance, and home services, ongoing media engagement helps establish thought leadership and strengthens market presence, a signature approach of Axia Public Relations.

FAQs

1. Why do journalists stop responding after showing interest?

Most often, they are pulled into other stories, managing deadlines, or simply lose track due to a high email volume. It does not always reflect disinterest.

2. How long should I wait before following up with a reporter?

Wait at least three to five business days after your initial pitch. If it was time-sensitive, follow up a bit sooner.

3. What should I say in a follow-up email?

Keep it short, helpful, and focused on value to their audience. Reiterate the core of your pitch and offer something new if possible.

4. How do I explain a non-response to my client?

Be honest. Show the pitch, the follow-up, and real-time benchmarks such as open rates or timing trends. Emphasize what you've done and options to pivot.

5. Can I reuse a ghosted pitch?

Yes. You can rework it for another outlet, reframe the angle, or turn it into owned content that still brings visibility to the topic.

6. What is the difference between being persistent and being pushy?

Persistence is measured and respectful. Pushy behavior shows up as repeated emails within a short frame with no added value or updates. Avoid that.

Reputation grows from consistency

Successful PR is about building trust, showing persistence, and understanding how the news cycle works. At Axia, our integrated PR campaigns help brands across industries create opportunities for earned media, using consistent outreach and expert guidance to deliver real value. By monitoring patterns in journalist engagement and applying data-driven strategies, we help your organization stay prepared to respond and adapt.

Consistent media coverage and positive earned media do not have to be out of reach. As a trusted strategic communications partner, we help you set expectations, avoid common missteps, and build long-term media relationships that protect your reputation. When you need a skilled, data-driven PR agency to deliver measurable value and guide your next steps, Axia is ready to support your brand.

For more information about media relations, download our “Learn Media Relations from The Media” e-book for additional tips on interacting and connecting with journalists and PR professionals.