How to Read Between the Lines of a Journalist’s “Maybe”
Decode vague replies, spot a soft no, and know when to push — or when to walk away.
Hello, Top Tier community!
Raise your hand if you’ve ever received a “maybe” from a journalist and spent the rest of the day obsessing over what it really meant.
Did they like the pitch but just need more time? Was it a polite brush-off? Are they waiting for you to follow up? Should you even follow up?
For publicists, few things are more frustrating than being stuck in limbo. You’re doing your job: reaching out, personalizing, keeping your follow-ups respectful — and then you get a noncommittal reply that tells you… nothing. Let’s fix that. Here’s how to read between the lines and figure out when a “maybe” means “try again,” “try harder,” or “don’t bother.”
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Ok, back to this week’s topic
What Journalists Really Mean When They Say “Maybe”
Journalists aren’t trying to be cryptic. In fact, many of us hate giving vague answers — but we’re often overwhelmed, distracted, or simply unsure. Here’s a cheat sheet to help you decode what those murky responses usually mean:
“Maybe” or “I’ll think about it”
Translation: I’m not immediately excited, but I’m leaving the door open. If something changes (timing, angle, availability), I might come back to this.“Let me check with my editor”
Translation: This is a gray area. I’m not saying no, but it’s out of my hands now. There’s a chance, but don’t get your hopes up unless I follow up.“This isn’t a fit right now”
Translation: Timing is wrong — or I already have something similar in the pipeline. Doesn’t necessarily mean your pitch was bad. If I have an opporutnity down the line, I’ll circle back.“Circle back in a few weeks”
Translation: I don’t have time or capacity right now (traveling, on vacation, on too many deadlines, etc.), but I don’t want to shut the door entirely.
In short: Vagueness doesn’t always mean rejection. Sometimes it’s a pause, a punt, or a polite way of stalling until they have a better sense of how (or if) they want to move forward.
When “Maybe” Is Actually a Soft No
Now for the harder truth: A lot of “maybes” are really just no’s — they’re just wrapped in softer packaging. Here’s how to spot one.
The reply is completely generic.
If they say something like “thanks, I’ll keep this in mind,” with no feedback or timeline, that’s not promising. It usually means they don’t want to say no, but they also don’t want to engage further.You’ve pitched them multiple times and never gotten a real yes.
At a certain point, a pattern becomes clear. If you’ve sent solid, relevant pitches and all you get are lukewarm brush-offs or radio silence, it’s not a match — at least not right now.They “circle back” every time, but never bite.
If a journalist is always asking for more time, but never moves beyond that point (no follow-up questions, no asks for exclusivity, no request for interviews), you’re likely being slow-faded.You get a vague yes… then they ghost.
This one hurts. But if someone seems interested, you follow up, and they vanish — don’t chase too hard. The story likely fell off their radar (or their editor killed it), and pestering won’t help. Find a new pitch to wow them with!
So when do you stop following up?
If you’ve followed up twice with no response, it’s time to let it go — or significantly reframe the pitch. Respect your time and theirs. If they want it, they’ll come to you.
Suggested reading: The ONE TRICK to Improving Your Pitch Follow-Up Strategy That'll Make Reporters Who Didn't Reply in Round One Say YES!
When “Maybe” Is a “Yes... With Conditions”
On the bright side, not all “maybes” are doomed. Some are actually hopeful — you just need to read the signs and know how to respond.
Here’s how to tell if a “maybe” could turn into a “yes”:
They give a time frame or specific reason for the delay.
If a journalist says, “I’m on deadline but this looks interesting, can you ping me next week?” — do it. That’s not a blow-off. That’s an open door.They’ve covered similar stories before.
Even if your angle isn’t perfect right now, the fact that they’ve written about your client’s industry is a good sign. Tweak your pitch and try again with a fresh hook.They ask questions.
If you get a “maybe” followed by a question (“Do you have photos?” or “Can the CEO do a quick call?”), that’s a clear sign of interest — answer immediately and make their job easy.They mention wanting more info but don’t request it directly.
This is subtle, but if someone says, “Let me know if you get new data or a case study,” they’re inviting you to follow up later with something stronger. Put it on your calendar.
How to Follow Up on a Hopeful Maybe:
You can be direct without being pushy. Try something like:
“Just circling back, as you mentioned you might be able to revisit this after your deadline. Happy to resend details or tighten the angle if helpful!”
Or:
“Wanted to check in and see if this might be a better fit now. I also have a new client stat that adds more weight to the story.”
How to Shift the Odds in Your Favor
Of course, the best way to avoid living in “maybe” land is to send pitches that are irresistible from the start. Here are a few quick strategies that make it easier for a journalist to say yes — or at least, say something more definitive.
Nail the subject line.
Drop the word “Pitch:” from your subject and use that space to lead with intrigue or value. You’ve only got 6–9 words before it’s cut off on mobile.Tie it to a news hook or trend.
Journalists don’t have time to invent context. If your story is timely — seasonal, trending, or related to a bigger news cycle — they’re more likely to act quickly.Pre-package the story.
Include links, quotes, photos, a quick stat, or even a sample Q&A. If they can visualize how the story comes together, it’s easier for them to pitch their editor.Respect the slow burn.
Some “maybe” responses are just the beginning of a relationship. Stay on their radar, send good stuff consistently, and you may become one of their go-to sources.
Suggested reading: It’s Time to Delete THIS Word From the Subject Line of Your Pitches
Final Takeaway
“Maybe” doesn’t have to be a mind game. With a little decoding and a lot of emotional distance, you can figure out which pitches are worth pursuing — and which ones are wasting your time. Not every journalist will say yes, but if you can recognize the difference between a door that's cracked open and one that's gently closed, you’ll spend less time chasing ghosts and more time landing wins.
And remember: A soft no today doesn’t mean a hard no forever. The key is knowing when to pivot, when to follow up, and when to move on with grace.
Suggested reading:
10 Things A+ Publicists Do That Make Writers Want to Work With Them Again
We Ran an Experiment and Responded to EVERY Pitch Received ...Here's How it Went
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Did you learn anything new today? Do you have questions? Our comment section is open and we ALWAYS reply!
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Jill & Nicole
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