When Your Brand Isn’t Getting Publicity, Understanding the Editorial Side and Why It’s Not Personal
When Your Brand Isn’t Getting Publicity: Understanding the Editorial Side and Why It’s Not Personal
As a small business owner, entrepreneur, or creator, it can be disheartening when your brand isn’t getting the publicity you’ve worked so hard for. You’ve invested time, energy, and resources into crafting your message, pitching to the press, and trying to make waves, but the media still isn’t biting. It’s easy to take this personally, thinking that perhaps your brand isn’t worthy of attention or that you’re doing something wrong. However, the truth is: It’s not personal.
In this blog, we’ll dive into why your brand might not be getting the publicity it deserves, and why it’s not a reflection of your value or story. By understanding the editorial process, you can better position your brand for success and navigate the media landscape with more confidence.
The Editorial Side of Things: What Editors and Journalists Are Really Looking For
It’s important to understand that the media landscape is incredibly competitive, and editors and journalists are often overwhelmed with pitches, press releases, and story ideas. Their job isn’t to spotlight every brand or entrepreneur—they have deadlines to meet, priorities to balance, and limited space for stories.
When your brand doesn’t get covered, it’s typically not because it isn’t compelling or relevant; it’s just that the media is looking for stories that fit specific editorial calendars, target audiences, or current events. For instance, if you’re pitching a seasonal product or announcement in the wrong season, or if your pitch doesn’t align with the outlet’s primary focus, it’s simply a matter of timing and relevance.
2. It’s About Timing, Not You
Often, the timing of your pitch plays a huge role in whether or not your brand gets picked up. Journalists may already have their editorial calendars planned months in advance, or they may be covering topics that don’t align with your business right now. Sometimes, a perfectly crafted pitch just gets missed because the journalist is focused on breaking news or more immediate stories.
Even if your pitch is spot on, a journalist’s inbox may be flooded with thousands of other emails each day. Your message may not be ignored because it’s bad, but because it’s one of many competing for attention. The best way to overcome this? Be patient, and keep working on building relationships with journalists over time.
3. Media Has Its Own Priorities and Constraints
While you may feel that your brand is newsworthy, journalists often operate under strict editorial guidelines, audience considerations, and even budget constraints. They have to think about how a story will resonate with their readers, viewers, or listeners. For example, your local bakery might not get the same level of media attention as a national restaurant chain, simply because their audience’s interests and expectations are different.
Additionally, reporters and editors are often balancing multiple stories at once, each requiring significant research and interviews. If your pitch doesn’t immediately stand out or provide clear value to the audience, it’s more likely to get overlooked.
4. Lack of Connections: Why Media Relationships Matter
One of the less-discussed realities of media coverage is the importance of media relationships. Journalists are more likely to cover a brand that they have a relationship with, or that has been recommended to them by someone they trust. This doesn’t mean that your story isn’t newsworthy, but it does mean that building relationships with reporters, editors, and influencers is key to getting your brand noticed.
As a small business owner, you might not yet have established these relationships. That’s okay! It takes time to build credibility with the press, but consistent outreach and networking can help you gain more visibility over time. The more you nurture these relationships, the more likely you are to see your brand covered.
5. Why It’s Not Personal
One of the most important things to remember is that when your brand isn’t getting publicity, it’s almost always **not personal**. Media professionals are inundated with hundreds of pitches every day. They simply have to pick the stories that best align with their audience’s interests and editorial guidelines at the time.
A lack of coverage doesn’t mean your story isn’t important or that the media has a negative opinion of your brand. It’s simply a matter of alignment. If your pitch isn’t picked up right away, it’s likely because of timing, competition, or other external factors—none of which are personal.
6. How to Improve Your Chances of Getting Coverage
So, how can you increase your chances of getting publicity? Here are a few tips:
- Tailor Your Pitch: Make sure you’re pitching to the right journalists at the right time. Research their recent articles to see what they’re covering, and tailor your pitch to fit their beat.
- Build Relationships: Don’t just send a pitch and forget about it. Follow up, stay engaged, and build real relationships with media professionals.
- Keep It Newsworthy: Ensure your pitch has a clear angle that ties into a larger trend, seasonality, or news event.
- Be Persistent, Not Pushy: If your pitch isn’t picked up, don’t give up. Follow up respectfully, refine your approach, and try again with the right timing.
Understanding the editorial side of things is key to managing your expectations when it comes to media coverage. If your brand isn’t getting the publicity you’d hoped for, remember that it’s not personal. It’s about timing, relevance, and how well your story aligns with the media’s current needs.
By refining your approach, nurturing relationships with journalists, and continuing to craft compelling stories, you’ll increase your chances of getting the publicity your brand deserves. And, when it’s time to take your media outreach to the next level, working with a professional PR agency can help you cut through the noise and amplify your story with confidence.