Anatomy of a Lost Opportunity: How to Fumble a Yes from a Journalist

A real-life example of how one publicist ended up losing coverage even after she hooked me

Sometimes, landing the initial “yes” from a journalist feels like the hard part—and let’s be honest, it often is. You’ve crafted a solid pitch, it aligns with something they’re actively working on, and best of all? They write back. You’ve got them on the hook.

But what happens next separates the publicists who consistently land placements from the ones who end up ghosted, blacklisted or quietly forgotten. Because what many PR pros don’t realize is this: Interest isn’t the finish line. It’s just the first hurdle.

This week, I want to share a true story that happened to me last week. It’s a case study in how easy it is to lose coverage, even when the journalist is excited to include your client. And it’s a textbook example of how small missteps, delays and internal bottlenecks can kill momentum fast.

Here’s exactly how it played out—and how to make sure it doesn’t happen to you.