Why journalists want a time-sensitive pitch

This article originally appeared on PR Daily in March of 2018.

Journalists are inundated with pitches from PR pros daily.

Sometimes these pitches are for story ideas that can be written and published at any time—evergreen pitches. Other times, story ideas are time sensitive, dealing with a new release, current event or holiday.

Journalists hate getting pitched a story that ideally should have been published days before. They want to write the story because it is relevant—but the time might have come and gone for it to get traction.

Also, when a PR pro pitches a time-sensitive story, his or her source may not be prepared for the quick turnaround required. Though the writer is fully ready to get going, they are stuck waiting for an interview. So, why even pitch it in the first place?

Here’s what journalists say about what it’s like being on the other side of time-sensitive pitches:

Meet your deadline

John Sturrup, communications consultant at Be Your Best Today, and former managing editor, says that he would get contacted by PR firms and practitioners on a regular basis.