Patience and Persistence in Pitching

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In our technology-centered world we’ve come to expect rapid responses. Instant communication is possible through a variety of channels. I often spend time in areas without cell phone reception and if one of my colleagues can’t call me, she’ll e-mail me; if she can’t reach me via e-mail, she’ll twitter me; if she can’t reach me via twitter, she’ll page me…and on and on…

We become impatient if e-mails aren’t answered within 24 hours – and with certain people I even find myself picking up the phone if I don’t hear back in a few hours. For those in PR, working with the media can often be a reminder that “all good things come to those who wait,” especially when you’re the one with the great story idea.

It goes without saying that when the media calls I move quickly to fulfill requests by their deadlines, but when I’m pitching something, it doesn’t always happen that quickly.

One of Red Shoes’ clients, Affinity Health System, recently began using Barrx, a new technology to prevent esophageal cancer. The expectation was to have a story placed, in addition to blurbs running in local trades. We sent out a release announcing the new technology in October and kept talking about Barrx to the media.

After unsuccessfully pitching the technology to two different media outlets, I finally had a break in June. One of the local TVs had a new reporter from Rochester, Minn. (where the Mayo Clinic is located), with a niche in health care. I told him about Barrx and he was immediately interested. After lining up a patient and the physician, the story went off without a hitch.

After nearly nine months of not getting any coverage, I know a few people had given up, so the satisfaction that came from the story was enormous. The process was a good reminder in the basics of proactive PR: be patient and be persistent.