You don't need to take part in every opportunity. Declining is a normal outcome, and it's more useful to the publisher than letting a pitch expire.

Before you submit, you'll pick a reason from a short list — covering things like budget, timing and whether the content fits your current plans.

The publisher is then notified that you've declined.

The reason you choose gives the publisher useful context when considering future opportunities for your brand — for example, whether the issue was timing, budget or the type of content itself.

A declined pitch can't be reopened. If you'd still like to work with that publisher, the usual route is to set up a campaign and pitch them directly — see What do I need to set up a campaign?