How to Ask Journalists for Feedback on a Pitch

7 tips for getting reporters to reply with feedback on your pitches

Steph Spyro is the founder of Off the Record

“Can you let me know why this isn’t one for you?”

It’s a question many journalists receive after passing on a story… and it’s a fair one to ask.

Most comms pros aren’t looking for a lengthy critique, just a quick steer on why something didn’t land can be incredibly useful. One line can help shape future pitches and build a better understanding of what journalists are looking for.

But many writers are battling overflowing inboxes, tight deadlines and multiple stories at once. This means that even the best-intentioned reporter won’t always have time to respond.

That doesn’t mean feedback is impossible to get.

There could be plenty of reasons why a reporter might not respond to you. It could have been bad timing. It could have been the wrong publication. It could have been overtaken by bigger stories that day.

The good news is that there are a few things you can do that make it much more likely a journalist will take the time to come back to you.

Over the years, I’ve noticed certain approaches increase the chances of me replying with some feedback.

1. Be specific in your feedback request. Avoid asking broad questions such as “Why wasn’t this for you?” Instead, focus on one particular aspect of the pitch. The easier you make it for a journalist to answer, the more likely you are to get a response. A reporter who doesn’t have time to write a detailed critique may still be able to reply with a quick sentence if you’re asking about something specific. For example: “Was the subject line strong enough?”, “Is this a topic you’d normally cover?” or “Would having images or additional assets have made a difference?”