The Art of the Re-Pitch

The Art of the Re-Pitch

No reply. No bite. No coverage.

If you’ve worked in PR long enough, you’ve been ghosted by a journalist. But in 2025, getting ignored on a first pitch isn’t a death sentence—it’s an invitation to refine, reframe, and re-pitch.

Done well, a re-pitch isn’t a nag. It’s a value-add. It shows respect for an editor’s time, awareness of the editorial cycle, and the strategic chops to rethink a narrative on the fly.

When (and Why) to Re-Pitch

Most pitches don’t get a “no”—they get silence. But silence doesn’t always mean disinterest. Editors are:

• Buried in pitches
• Waiting for the right news hook
• Unsure how your story fits their current lineup

That’s where a smart re-pitch comes in. If your story still has relevance—and especially if the timing or angle has shifted—it’s worth another shot. Just don’t copy/paste the original.

Key Re-Pitch Triggers

• Timeliness Shift: A new trend, seasonal hook, or tie-in makes your angle more relevant
• Asset Upgrade: Better visuals, stronger quotes, exclusive data, or new product samples available
• Social Proof: New traction (media, influencer buzz, viral moment) that validates the pitch
• Editorial Change: The editor has moved, changed beats, or the outlet is covering new themes

How to Write a Smart Re-Pitch

Start fresh. You can reference the original pitch—but lead with new context, not a guilt trip.

Structure:

1. Subject Line: New angle or asset + a clear benefit
2. Opening Line: “Wanted to follow up with a refreshed angle and updated visuals for this story idea…”
3. Second Paragraph: What’s new, what’s stronger, and why now
4. Close: Offer to customize or send additional info

Editor Etiquette

Timing matters. Wait at least 5–7 business days after the original pitch. If the story isn’t urgent, 10–14 days is fair. Be brief. Be specific. Never send more than 2–3 follow-ups total unless you’re given a direct invitation to keep in touch.

Examples of Re-Pitch Angles That Worked

• “Following up with new high-res product shots and early influencer reactions (1M views and counting)”
• “Now tied to a new trend: Post-covid meal kits are out—this startup is selling taste + nostalgia”
• “The founder just got picked up by [Retailer]—here’s the updated story we’d love to revisit”

It’s Not About You—It’s About the Reader

The core mistake most people make in a re-pitch? Making it personal. “I really think this is a great story.” “We’d love your support.”

Instead, focus on value: Why would the audience care now? What’s fresh, urgent, or helpful?

Final Thought

Re-pitching isn’t desperate—it’s strategic. Editors expect it. They respect PR pros who know how to try again, not just louder—but smarter. When you treat every no as a not-yet, you keep the door open for the story to land when it’s meant to.

Because in media—as in life—timing is everything. And the second pitch is often the one that sticks.