Mass Media Blasts to 100 Reporters Yield "Zero Responses," PR Commentator Warns

A recent observation from PR commentator Joe Flaherty highlights a critical inefficiency in modern public relations: the practice of mass media outreach. Flaherty, a figure known for insights into communications strategies, stated on social media, > "If your PR agency gives you a list of 100 reporters they're going to "blast" know they've given you a list of 0 reporters that will respond." This pointed critique underscores the diminishing returns of untargeted, high-volume press outreach in today's media landscape.

Industry experts largely echo Flaherty's sentiment, emphasizing that journalists are increasingly overwhelmed by generic pitches. According to the 2025 Comms Report, media outreach and influencer management remain top priorities for communications leaders. However, studies indicate that a significant percentage of journalists reject pitches irrelevant to their beat, leading to an inundation of unpersonalized content that struggles to gain traction.

Effective media outreach has evolved beyond simply compiling large contact lists. Modern PR strategies prioritize building genuine, long-term relationships with media professionals. This involves thorough research into a journalist's specific interests and recent work, crafting highly personalized pitches, and offering unique story angles that resonate with their audience. Such targeted engagement is crucial for securing earned media coverage and establishing credibility.

The shift towards quality over quantity in media relations is driven by the need for authenticity and trust. Brands that invest in understanding the media landscape and tailoring their communications are more likely to achieve meaningful placements. This approach not only enhances brand awareness and shapes public perception positively but also proves to be a more cost-effective marketing strategy in the long run.