PITCHING TO REPORTERS

 

A Good Press Release Solicits Immediate Coverage. 

Be Newsworthy.   Be Consise.  

Establish a Working Relationship with Reporters and Editors.*

 

Pitching to Reporters:

If you are planning to mail or fax a press release to media encouraging them to write about your issue, contact them ahead of time by letter or phone to gain their interest.  Pitching the reporter also paves the way for inclusion in future articles cover issues concerning the organization. 

Reporters have three questions when evaluating a “pitch;”   "Why is this news, why now, and who cares?"

It's your job to answer those questions.  But in order to answer them, you first need to get the reporters attention.

The following are some helpful suggestions to getting their attention.

Remember that they are under timelines and sometimes stress.  When speaking to a reporter on the phone, pitching a letter to an editor, or emailing a blogger, remember to make their communication with you easy.  Ask questions such as -

• “How can I help you?”
• “Do you need other sources?”
• “Please call me if you need anything,   I am also an expert on…”
• “Would you like a media kit?”  (This helps reporters prepare for their interview with you.)

Developing Relationship with Reporters –

• Invite the reporter for coffee of lunch
• Be familiar with some of their stories so you can discuss them.  Ask about other subjects or articles they are writing.
• Ask about their personal interests, family and hobbies.
• Explain trends in your area of expertise and offer yourself as a resource.  Provide your phone number and invite them to call. Exchange business cards.   Pass along a couple other names they could use as contacts.
• Ask, “How can I help you?”
• Bring a media kit just in case they are interested.
• Don’t ever assume you are talking off the record.  Choose your words carefully,
• Suggest story ideas, but don’t ask them to write a story about you. If they do write about you, send a thank you note, but never a gift.
• Don’t grab the check.  Either split it, or allow them to pick it up if they offer.
• Send a thank you note within 24 hours.
• Keep in touch.   Offer feedback on their stories.  Fax helpful articles.  Offer news tips. 
• Do lunch again in four to six months.
• In the mean time, ask yourself, “who else can I meet for lunch?’

 

 

Pitching the Reporter by Press Letter:

Write a Press letter to a reporter prior to sending a press release.   Press letters provide a format for non-breaking news.  Press releases are best for breaking news.  But not everything an organization or entity does is breaking news.  For non-breaking news, a letter introducing information for a feature story is better. 

• A press letter is focused more on educating the reader than on obtaining immediate coverage.
• Is different from a press release and should address the reporter or editor directly.   If you are not sure which reporter would be most interested, call the metro desk and ask. 
• Introduces the organization, idea, or opportunity for future coverage, giving the media outlet a head’s up on what’s coming.  This gives the outlet an opportunity to cover the issue or event and encourages them to discover the facts.
• May be sent to multiple outlets with minor changes.
• Establishes a relationship with the reporter or editor and identifies a spokesperson for certain subjects.  Gives the organization or entity credibility in its area of expertise.
• Can be used to correct an article a particular reporter has written which might have had inaccuracies or errors.
• Reporters might file the letter in their “teaser” file for later use, but also might end up never being used.  Calls or additional letters should be sent to keep the reporters interest and to encourage movement of the information to the forefront, where it might get used for a story.  However, be careful not to become a pest and move on if the reporter is clearly not interested. 

Pitching the Reporter by phone:

• Maintaining a good relationship with reporters before, during and after events is crucial. 
• Know your contact’s name, title, telephone, fax and department.  Never call close to deadline. 
• Make sure that your story is current and relevant to what is happening today.
• Write out what you plan to say prior to the call. 
• Practice your pitch with co-workers to ensure that you don’t leave out important information.  Assume you have 30 seconds to speak.  If this is a cold call, or even if you have spoken to this reporter before, get their attention by getting right to the point.  Then explain why this particular reporter should cover your story by including interesting details.
• There are five key elements to your pitch. 
  1. Identify who you are, who you represent, and why you are calling and ALWAYS ask if it is a good time to talk.  If it isn’t, ask for a time that would be more convenient.  Never ask a reporter to return your call.
  2. Let the reporter know that you are familiar with their publication and the stories that particular reporter writes.
  3. Explain your idea in a sentence or two. Be specific and organized with your details – who, what, when, and where.  
  4. Explain quickly why the readers will care.  Know what you are talking about.  This will help the reporter in case he wants to follow up.  Further, it will add to your credibility should the reporter already be quite knowledgeable on the issue.
  5. Ask if the reporter is interested.

• If the reporter asks questions you don’t know the answers to, tell him you will get right back to him with the information.  Don’t make up facts.
• Offer additional materials, resources and information if they need it.
• Keep a record in your database of what stories you have pitched and to whom.  You will be able to look back at this log for future stories.
• Don’t harass a reporter.   However, look for creative ways to present your issue if the first method wasn’t successful.   If a new angle develops, pitch the story to the reporter again. 
• If a reporter indicates that he isn’t interested, ask,
• “Is there someone else in your office that might be interested?”
• “Would you be interested in learning more about our source documentation?”
• “Is it OK if I call you about other ideas?”
• Best times to call
• TV – Between 6-7:30 am for midmorning news.  Between 11:30-1:00 for afternoon and evening news.
• Radio – Before the half hour.
• Newspapers – Before 9 am.

 

A Good Press Release Solicits Immediate Coverage.  Be Newsworthy.   Be Concise.

 

*Adapted from the following Sources:

• Green Media Toolshed;
• PRWeb Press Release Network
• Joan Stewart, the Publicity Hound
• Press Releases for Google News
• Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, Kathy Andresen, 2006, Jossey-Bass
• The Mercifully Brief Real World Guide to…Attracting the Attention Your Cause Deserves, Joseph Barbato, Emerson & Church

 

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