Attention public relations professionals!
Have you ever spent ages on a story pitch, combed through it for accuracy, made sure it says exactly what you want to say, hit “send” to the press, influencers, podcasters and everyone who might be interested – and then been met by the proverbial wall of silence?
You could be making the classic error of telling the media professional what you want to say rather than what their audience needs to know. Journalists aren’t thinking about your client’s milestone, partnership or new product — they’re thinking about what will make their readers click, share, or stay tuned. So before you hit send, ask:
👉 “If I were the journalist’s audience, why would this matter to me?”
If you can’t answer that in one sentence, you don’t yet have a story — you have a press release waiting to be ignored.
And if you’d like your team to learn how to think like a journalist — to craft story ideas that actually land — that’s exactly what I’ll be covering in my very interactive “Pitch Perfect” Masterclass on 8th December in central London. If you’d like to come or would like to send delegates, ask me about pricing.
Plus…
This time around the price will include a rebate on any media training or staff training you might book with Clapperton Media Associates during 2026.
Go on, drop me a note at Guy@Clapperton.co.uk – you know you want to!
