Introduction:
You’ve crafted the perfect pitch. You’ve sent it to the right journalist. And then… silence. No reply. No coverage. Just radio silence. If this sounds familiar, you’re not alone. “PR ghosting” is the modern dilemma for agencies and brand teams alike—and it’s reshaping the rules of media engagement in 2025.
What Is PR Ghosting?
PR ghosting happens when journalists or influencers stop responding to pitches, even after initially showing interest. Unlike a formal rejections, it offers no feedback, no clarity, just uncertainty and second-guessing.
Why It’s Becoming More Common:
- Overflowing inboxes: Journalists are flooded with hundreds of pitches daily.
- Burnout in newsrooms: Fewer staff, tighter deadlines, and more pressure to chase viral content.
- Lack of personalization: Generic PR blasts get filtered or ignored.
- Shift to branded content & influencer platforms: Many journalists now double as creators with their own priorities.
Impact on PR Teams:
- Uncertain campaign timelines
- Misguided media strategies
- Reduced client confidence
- Emotional burnout for PR pros
How to Deal With PR Ghosting:
- Rethink Your Outreach Cadence:
Avoid spamming. Space it out. 2–3 touchpoints are sufficient.
- Send Value, Not Just Pitches:
Share story ideas, insights, or data even if they don’t directly promote your client. Become a resource.
- Use Alternative Channels:
Use DMs on X (formerly Twitter), LinkedIn voice notes, or editorial portals like HARO (Help A Reporter Out) to reach out in a more informal or time-saving way.
- Build Relationships Offline:
Attend press events, networking nights, or even DM for a casual catch-up coffee.
- Create Owned Media Insurance:
Don’t rely only on earned media. Leverage blogs, newsletters, LinkedIn PR storytelling, and your brand’s website.
Closing Thoughts:
The ghosting era may not go away—but how you adapt will define your success. It’s not just about getting a response; it’s about building long-term credibility, value, and human connections in a noisy world.
CTA:
👉 Tired of pitches falling flat? Let Catalyst PR craft stories that speak—and get answered. Contact us today! –
