By Allison Francis, Account Executive, Dallas
Pitching. This word, while innocent enough, can strike fear into the heart of even the bravest PR professional. What If the reporter yells at me? What if they say no? What if I forget what I’m supposed to say when I call?
As daunting as pitching may be, any communicator worth his or her salt will tell you that media relations is of the most important aspects about our job.
And they’re right.
In many cases, at Edelman our primary objective is to secure strategic media coverage to highlight our clients’ brand and key messages. But it’s not as easy as calling a reporter and asking them to write a story. So how do you conquer the hurdles that stand between you and a terrific piece of coverage? As someone who conducts media relations almost every day, I’ve compiled a list of a few tips that I have found work well for developing good pitches and securing strategic media opportunities.
1. Do Your Homework: Once you have found the appropriate reporter to target, research the publication and the reporter before you contact them. Learn what they write about and read some of their recent articles to get a feel for their beat and writing style. This is especially important when you call a reporter. They will appreciate that you are knowledgeable and are able to connect your story with their topics of interest.
2. Give the Subject Line Extra Attention: Think of a subject line like a headline. Be concise and to the point, but make it intriguing! As small as the subject line may seem, it’s one of the most important aspects of your pitch. The subject line alone can mean the difference between piquing a reporter’s interest and having your pitch fall on deaf ears.
3. Keep it Short and Sweet: Two or three short paragraphs are all you need. This is a hard one – my tendency is to write a book (there is just SO much to be said!). Resist this urge. Be snappy and to the point. Bullets are also a handy tool if you have any facts, data or information that you want to emphasize.
4. Pick up the Phone: This is my preferred method to connect with reporters. Email is great, but calling a reporter and having a one-on-one conversation is an excellent way to sell your story and get instant feedback.
When calling a reporter, start the conversation by asking if they have time to talk. Reporters are flooded by calls all day and have deadlines to meet, so being courteous won’t go unnoticed. As you continue with your conversation, the research you’ve done will come into play. I know I’m repeating myself, but I cannot stress this point enough: You absolutely must know your publication, reporter and topic BEFORE you pitch.
5. Personalize Your Pitch: Don’t send mass email messages! Media are keen to this and can smell a “blast send” a mile away. If you don’t take the time to personalize each message, your carefully selected words and fascinating bullet points may very well end up inside a virtual trash can.
6. Spotlight the New and Noteworthy: Find intriguing angles and unexpected stories to help make your pitch more relevant to target reporters. Give them something they can sink their teeth into!
As daunting as pitching may be, any communicator worth his or her salt will tell you that media relations is of the most important aspects about our job.
And they’re right.
In many cases, at Edelman our primary objective is to secure strategic media coverage to highlight our clients’ brand and key messages. But it’s not as easy as calling a reporter and asking them to write a story. So how do you conquer the hurdles that stand between you and a terrific piece of coverage? As someone who conducts media relations almost every day, I’ve compiled a list of a few tips that I have found work well for developing good pitches and securing strategic media opportunities.
1. Do Your Homework: Once you have found the appropriate reporter to target, research the publication and the reporter before you contact them. Learn what they write about and read some of their recent articles to get a feel for their beat and writing style. This is especially important when you call a reporter. They will appreciate that you are knowledgeable and are able to connect your story with their topics of interest.
2. Give the Subject Line Extra Attention: Think of a subject line like a headline. Be concise and to the point, but make it intriguing! As small as the subject line may seem, it’s one of the most important aspects of your pitch. The subject line alone can mean the difference between piquing a reporter’s interest and having your pitch fall on deaf ears.
3. Keep it Short and Sweet: Two or three short paragraphs are all you need. This is a hard one – my tendency is to write a book (there is just SO much to be said!). Resist this urge. Be snappy and to the point. Bullets are also a handy tool if you have any facts, data or information that you want to emphasize.
4. Pick up the Phone: This is my preferred method to connect with reporters. Email is great, but calling a reporter and having a one-on-one conversation is an excellent way to sell your story and get instant feedback.
When calling a reporter, start the conversation by asking if they have time to talk. Reporters are flooded by calls all day and have deadlines to meet, so being courteous won’t go unnoticed. As you continue with your conversation, the research you’ve done will come into play. I know I’m repeating myself, but I cannot stress this point enough: You absolutely must know your publication, reporter and topic BEFORE you pitch.
5. Personalize Your Pitch: Don’t send mass email messages! Media are keen to this and can smell a “blast send” a mile away. If you don’t take the time to personalize each message, your carefully selected words and fascinating bullet points may very well end up inside a virtual trash can.
6. Spotlight the New and Noteworthy: Find intriguing angles and unexpected stories to help make your pitch more relevant to target reporters. Give them something they can sink their teeth into!
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