What’s a Good Media Pitch Success Rate for Experts

by Dr. Catrise Austin | October 07, 2025

One of the questions I hear most often from colleagues and clients is:

"How many pitches should actually turn into media coverage?"

It’s a fair question. Everyone wants to know if their effort—or their PR investment—is "working." But here’s the truth: the way most people think about media pitch success rates is completely unrealistic.

I’ve seen it happen over and over again. Colleagues will say:

This mindset is what I call the PR Myth Trap. And it leads many experts, authors, and entrepreneurs to quit on publicity just before the momentum kicks in.

Here’s the reality: PR is not advertising. You don’t pay for guaranteed placement. You invest in building visibility, credibility, and authority through earned media—coverage that comes because journalists and producers trust you, not because you bought an ad spot.

So what’s "normal"? Let’s bust another myth: no publicist, no matter how connected, gets 100% of their pitches placed.

According to industry benchmarks, even top-tier PR agencies often see placement rates between 10–25%. That means out of 20 pitches, only 2–5 may land.

Now here’s where my numbers come in. Last month, I sent 32 pitches. Out of those, 13 turned into booked interviews or features. That’s a 40.6% success rate.

Is that typical? Not always. But it shows that consistent pitching, relevant angles, and media relationships matter.

Quotable: "Visibility without consistency is luck. Visibility with strategy is impact."

Here’s another myth worth busting: measuring only your pitch-to-placement ratio is misleading.

Every pitch you send—even if it doesn’t get placed—plants a seed. Journalists remember your name. Producers note your expertise. An editor may circle back months later.

I’ve had journalists reach out long after an initial pitch to ask, "Hey, are you still available to comment on this?"

That’s why PR is a marathon, not a sprint. It’s about long-term relationships, not quick wins.

When you stick with media pitching, here’s what happens:

And let’s not forget the ripple effect: one small podcast can lead to a national TV booking. One online article can lead to a conference keynote.

The biggest myth of all is that PR is a waste of money if you’re not landing features every week.

Here’s the truth: PR is working even when it feels invisible.

Because every pitch, every mention, every introduction is stacking up to create authority.

Think of it like fitness. You don’t quit the gym after one week because you don’t see a six-pack yet. The consistency builds the results.

So what’s a good media pitch success rate?

Quotable: "PR is not about one big booking—it’s about building authority that pays dividends long after the spotlight fades."

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