When confronted with an obstacle — say, a brick wall — too many of us try to bust through it with brute force.

This is especially true in public relations.

Media communications folks send a pitch to journos. If they don’t get a response (the brick wall), they’ll email again. Then call. Then email. Then call. Call-email-email-call-call.

What comes next?

The wall wins. It wins almost always. It’s harder and stronger than your brute force (repeated pitches).

So, you move on to the next writer-editor-producer. Then what do you?

You repeat the pitch-follow-up process.

Instead of trying to force your way through the wall, just walk around it. Try to appeal to the declining journalist’s self-interests:

• What is he working on?
• How can you help?
• Give him some options. It’s harder to say “no” when it’s not a yes/no proposition.
• Instead of launching breathlessly into your pitch, ask some questions.
• You’re not selling your story. You’re trying to help. This is a critical mind shift.

Use finesse instead of trying to break bricks.

It’s more elegant, and, you’ll find, more effective.