Public Relations Tips: Pitching Stories

If you can get free ink by writing "How To" articles, you want to be sure to make the most of the space they give you. Give the article some meat, and a plug for your company, even if it is only 500 words.
For example, here is something that might be written by a veterinarian about how to keep pets safe during the summer:

 Keep water dishes filled. If your dog or cat is allowed outdoors, it's a good idea to provide water dishes inside and outside.
 Open your car windows several inches. If you must leave a dog or cat in your car while you run into a store, make sure you are gone for no longer than 5 minutes. On sweltering days, parked cars can be deadly, even when the windows are left open.
 Keep animals inside the car. Don't let your dog or cat ride with its head sticking out the window. This can cause ear infections. The animal also could be thrown out the window if you hit a bump or make a quick turn.
 Exercise animals with caution. Don't force dogs to run or go for long walks during hot weather.

Longer articles offer more leeway. But to learn more about how to make the most of your article specifications see Special Report #6 "How to Write "How To" Articles That Position You as an EXPERT"

Posted by Dan at 01:02 PM | Permalink | Comments (0)

If you are planning on publishing your information in a business journal you will need to know who is reading what you publish. You do not want to try to get publicity form an audience that doesn't care.

Typically, you will find very high concentrations of readership in a few industries-real estate, health care, law and professional services. If you're interested in a particular business journal, I highly recommend that you go to their website and navigate over to the section that talks about advertising opportunities. Now we're talking about public relations, but what you'll find in there is a media kit. Typically, in the online media kit, what you're going to find is some document that gives you a breakdown, usually from a trusted source such as the Audit Bureau of Circulations, which is the independent authority that validates readership. They'll tell you percentage wise, if not number wise, how their readership breaks down by industry.

There is much more great information where this came from found in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 08:05 AM | Permalink | Comments (0)

One place that many people tend not to think about when trying to publish their stories is in columns. People tend to try to get in major sections of newspapers or journals and try to get big stories published but they do not think about columns.

Now that's a frequently overlooked place to get your messages across. Many times, columns that work well are those that position the leader of your organization as taking a leadership role or stand on a civic issue. So if there's an issue in your community that relates to business, and which someone in your organization is, or can, take a stand, that's a great opportunity.

You can find much more information about this in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:13 PM | Permalink | Comments (0)

As with most journalism, business journalism is about people. Look for people in your organization who are doing something interesting. One of the failures, in fact, of daily business sections is that they focus too much on the numbers and not enough on the people. Business journals-because they have such a huge news hole, and because they are oriented to telling the story of the business of business-create tremendous opportunities for CEO profiles, profiles of chief technology officers, people who've invented new products, vice presidents who have had success in starting new divisions. Business journals are hungry for these kinds of stories, and those are a tremendous opportunity.

You can find more helpful information about get publicity through business journals in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:57 PM | Permalink | Comments (0)

There are many different ways to write a pitch letter. The following format works well.

First paragraph-Let the media know you are familiar with what they do and that you have an idea that's a good fit with their format or programming. Mention, for example, that you know that reporter Jim Smith frequently writes about entrepreneurial companies and that you fit the profile of the types of companies he has featured. Or simply compliment the media outlet on a certain story you have read that you liked-preferably something that ties into your story idea.

Second paragraph-Present your idea and explain who, what, when, where, why and how. Provide enough information for them to know what the story is about, but don't bog down the letter with extraneous details. If you can cite a statistic that will help explain why their audience would care about your idea, by all means do so. This is also the place to suggest a name and telephone number of another source who they can talk to, if appropriate.

Third paragraph-Suggest ideas for graphic elements. What can they photograph? Is there a colorful event where TV crews can film footage? Can you offer statistics for a bar chart or pie chart that will make it easy for readers to understand the story? If you already have a chart or other graphic that illustrates your idea, you may send it along with your letter.

Fourth paragraph-Tell them how to contact you. Offer your work, home, cell phone and beeper numbers and the best times to reach you. Finally, tell them you will follow up in several days to see if you can provide more information or answer questions.

In order to learn more about writing a pitch letter the right way see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:32 PM | Permalink | Comments (0)

Local reporters will always want to have a local angle on national events. Help them out by anticipating stories tied to seasons, annual educational events, and major national events and reports. Faculty are often excellent sources for “the big story” because they have the credibility and expertise to comment on events and issues related to their areas of expertise.

Faculty are also good sources of consumer advice stories. They are often looking for stories of how to pay for college, what careers are hot, and how to prepare freshmen for entry into college.

Media, particularly national media, want to report on what many colleges are doing, not just what one is doing. And just because a university has a “one and only” does not mean the media will write about it.

One way to publicize a small college in bigger media outlets is to research and report on how three or four other institutions are handling the same situation.

For more information on how you rlocal angle can tie nationally to get you publicity see Special Report #15 “15 Steps to Effective University and College Media Relations”

Posted by Dan at 01:33 PM | Permalink | Comments (0)

Nothing drives a reporter or editor bonkers more than someone who calls with story ideas but has never seen their publication or listened to their show. Many people-even seasoned public relations professionals-pitch story ideas but don't have a clue what the magazine or television station needs.

Here are other things to watch out for. What types of people do they interview? If they use multiple sources, can you recommend more than one source to the reporter? What kinds of charts/graphs/maps do they use to illustrate stories, and would you be able to supply information later for an interesting graphic?

Watch several weeks worth of TV shows where you would love to appear as a guest. Listen to a particular radio show regularly to get a good feel for the host's interviewing style and the types of guests who appear on the show. If you still aren't sure about the kinds of guests the host is looking for, you can always call an assistant producer and ask. Be forewarned, however, that the bigger the media outlet, the less time they will have to answer your questions. Pay attention to newspaper and magazine columnists, too. They always need fresh ideas but are often overlooked by people who call feature editors and reporters instead.

For more information on how to write the perfect pitch, and who to send your pitch letter to, see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:29 PM | Permalink | Comments (0)

Whether you're telling readers how to grow gargantuan tomatoes or how to stay out of trouble with the IRS, "how to" articles are an excellent way to call attention to your talents and establish yourself as an expert. They give you dozens of column inches that you might not be able to afford if you had to pay for an ad. They draw traffic to your web site. And if your articles are compelling and convincing, they can lead to thousands of dollars in sales for your products or services. The bigger and more prestigious the publication, the greater your credibility.

If you can't write, or don't have the time, you can always hire a ghost-writer to create the articles for you.

This is easy. Name the three biggest problems your audience faces. You've just come up with three ideas for three different articles. Be sure the topics tie into a service you provide or a product you sell.

Once you've chosen a topic, it's time to select a title. For great ideas for titles, and eye catching articles see Special Report #6 "How to Write "How To" Articles That Position You as an EXPERT"

Posted by Dan at 12:00 PM | Permalink | Comments (0)

Don't send a pitch letter if you don't have an interesting story idea. If you can't think of an idea right now, and you still want coverage, here's a list of things you might consider.

 Is your company doing anything unique or different than your competitors?
 Are you the local angle to a national or regional event?
 Do you have a new product or service? The more unusual, the better.
 Can you piggyback on a news event?
 Do you sell a product or service that ties into a national trend?
 Do you have an idea related to a local, regional or national holiday or anniversary?
 Have you spotted a new trend in your industry?
 What advice can you offer that will help someone else solve their problems?
For more pitch letter ideas, and information on how to write the perfect pitch, sure to get a story about you, see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"
http://101publicrelations.com/sr7.html?utm_source=prideas&utm_content=sr7

Posted by Dan at 01:27 PM | Permalink | Comments (0)

Sending a pitch letter is a great way to get your story covered, with out one you might be wasting time. When I worked as a newspaper editor, one of my biggest frustrations was people who called to suggest a story idea, but couldn't explain to me why my readers should care. When I asked them why we should write about them, they would respond with ridiculous answers like "Because we've never been in the paper before" or "I'd like to surprise my mother with an article about me." Even worse were people who had no clue about what kinds of stories we covered. If they did suggest something I was interested in, they sometimes didn't have all the facts or details at hand.

Also, more often than not, the people with the best ideas seemed to call on deadline. I usually asked them to send me a pitch letter detailing their idea. Then I could spend a few minutes reading it, and take a little more time to decide if I was interested, or if there was a better angle that we could pursue. If I liked the idea immediately, I could pass the letter along to the reporter who covered that beat without having to explain all the details of what the story idea was about.

With a written pitch letter, you can get in front of an editor twice-once with the letter, then again when you make your follow-up phone call. A pitch letter doesn't need to tell the whole story. All it needs to do is attract the interest of an editor or news director. That sounds easier than it is. So to learn the steps to writing the perfect pitch letter, see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 08:24 AM | Permalink | Comments (0)

Most university and college media relations professionals report to a marketing or public relations director who, in turn, reports to the vice president of development or institutional advancement. That individual then reports to the president or chancellor of the university or college. Ideally, however, you should have enough credibility to be able to go to the top when a decision is needed immediately or in the case of a campus crisis.

A critical step in media relations is to obtain a top-down commitment and secure resources to do your job. In order to do that, you must see yourself—and be seen—as an integral part of the university team. Your goals and your media plans should always stem from the strategic goals of the institution. These will then dictate your priorities.

The big stories over the next 10 years will be the cost, restructuring and pricing of a university education, diversity, distance learning, cooperative agreements between universities and university/industry partnerships. The media will look for patterns developing across the country and link stories to national trends.

For more tips on how to be heard by the media see Special Report #15 “15 Steps to Effective University and College Media Relations”

Posted by Dan at 01:30 PM | Permalink | Comments (0)

When you pitch a story to a business journalist or reporter you may not always get a response, it is part of you job to persist and contact them because they will not always contact you.
If you think about that from the perspective of why didn't I get a response to my call, or why didn't I get a response to my email, it may be just as Joan was suggesting earlier, that it's nothing personal at all. It's just a matter of these people being very busy. Polite persistence, I would say, is a good buy word in dealing with business journal staff. I guarantee you, the payoff for landing a story in the business journal is going to be geometrically greater than winding up in the daily newspaper.

There is much more great information about publishing in business journals found in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:08 PM | Permalink | Comments (0)

You can request a media kit from the newspaper or magazine you wish to be printed in. In the media kit you will find the editorial calendar, a month-by-month breakdown that lists special sections and topics that will be discussed in upcoming issues. Take the time to study this because it will tip you off to sections, months in advance, where your story idea might be a good fit. Once you identify the right section, you can then call the paper and ask for the name and address of the section editor. That's the person to whom you want to send your pitch.

For TV feature shows, it's best to send your letter to the assistant producer. For TV news shows, send it to the assignment editor. For magazines and trade publications, send it to the appropriate reporter, or to an editor.

For more information on how to use the media kit to your advantage, see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:31 PM | Permalink | Comments (0)

You can request a media kit from the newspaper or magazine you wish to be printed in. In the media kit you will find the editorial calendar, a month-by-month breakdown that lists special sections and topics that will be discussed in upcoming issues. Take the time to study this because it will tip you off to sections, months in advance, where your story idea might be a good fit. Once you identify the right section, you can then call the paper and ask for the name and address of the section editor. That's the person to whom you want to send your pitch.

For TV feature shows, it's best to send your letter to the assistant producer. For TV news shows, send it to the assignment editor. For magazines and trade publications, send it to the appropriate reporter, or to an editor.

For more information on how to use the media kit to your advantage, see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:31 PM | Permalink | Comments (0)

When you go before a journalist it is important to ask them what they want from you rather than presenting what you want them to do. You need to go before them and ask them what you can do for them.

Too often those of us who are in the business of pitching for a living forget to ask that question. We're so concerned about selling the story that we forget to ask what story the journalist wants to write. That is really a secret to success. Once you know what they want to write about, you're on your way to figuring out how you can take the story that you have to sell and frame it in such as way that you achieve your objectives and those of the journalist as well.

There is much more great information about this very topic found in How to Use Business Journals to Tell Your Story.
http://101publicrelations.com/businessjournals.html?utm_source=prideas&utm_content=business_journals

Posted by Dan at 01:02 PM | Permalink | Comments (0)

If you're pitching via e-mail, keep your pitch letter as short as possible. You need to explain very quickly your idea and why you think their audience will care. Here are tips for e-mail pitches:

 Include a strong opening paragraph in the body of the e-mail. Never send any to the media as attachments. They take too long to open and could spread viruses.

 If you are pitching the idea to more than one media outlet, never put the entire media distribution list on the "To" line. Send separate e-mails. It's also a good idea to mention the reporter's name and the name of the media outlet someplace in the body of the message.

 Be sure to give complete contact information including phone, fax and cell-phone.

In order to get more tips about writing a pitch letter via email see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"

Posted by Dan at 01:34 PM | Permalink | Comments (0)

Instead of spending precious time planning the best way to stuff yourself on Thanksgiving Day, you should be crafting the perfect story pitch to serve to your local beat reporter.
While your competitors are crawling over each other at the shopping malls in December, you could be sitting in the quiet of a local radio studio, providing a witty interview that will help you sell, sell, sell more of your products and services.
Smart Publicity Hounds kick into high gear during the holidays-and for good reason. The weeks between Thanksgiving and New Year's can be painfully slow at newspapers, magazines, and TV and radio stations because newsmakers are doing things other than making news.

Talk show guests are in short supply. Reporters often find it difficult to track down the people they need to comment on a particular story. And because newspapers sell more ads in December, that means more news pages to fill.

For great ways to capitalize on the Holidays when it comes to getting free publicity see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 06:28 AM | Permalink | Comments (0)

If you're an author trying to get on a major TV or radio talk show, don't pitch your book! Pitch an entire show that relates to the topic of your book. Example: If you wrote a book about how children of divorced parents suffer long-term effects well into adulthood, don't try to entice TV producers with the book. Entice them with an entire show around the topic of "Children of divorced parents: Do they ever recover?" Then suggest two or three other guests that tie into your topic who also could be interviewed, preferably someone who is on the other side of the issue. If you can do that, you've just given the producer an idea for an entire show, and they're more likely to bite because you've done their work for them.

Promote your books when people who call you on the telephone are put on hold. Your recorded message can tell them about your latest book and where to buy it, lead people to your website where they can read excerpts, and list helpful tips that tie into the topic of your book. Also entice them with information about upcoming titles.
For more information see Special Report 40.

Posted by Rachael at 07:32 AM | Permalink | Comments (0)

Tips on Working with Editors

If you do write a query letter and you want to bring up the topic of rights, offer editors one-time rights on your briefs. This means the brief can be printed once, and you are free to submit it to other publications. (See "Special Report #7: How to Write the Perfect Pitch Letter That Convinces an Editor Write About You," "Special Report #25: How to Pitch Reporters Over the Telephone and Make Every Second Count." And "Special Report #26: How to Make Your Story Pitch Stand Out in the E-Mail Jungle")

If an editor contacts you and needs more copy or tips than you have provided, respond to their requests quickly. Remember that they might be on deadline.

You do not need to follow up with every editor who receives your briefs, but follow-up might get you another assignment. When following up, don't simply call and ask, "Did you get my brief on 6 tips for traveling with pets?" Instead, tell the editor you sent it and ask if additional information is needed. While you have the editor on the phone, you might pitch another idea or two, or invite the editor to call on you when the publication needs expert commentary, story ideas or background on your areas of expertise.

For more great advice and tips for working with editors see Special Report 30 "Briefs, Fillers & Quizzes: The Shortest, Easiest Articles You'll Ever Write"

Posted by Rachael at 04:26 PM | Permalink | Comments (0)

Instead of spending precious time planning the best way to stuff yourself on Thanksgiving Day, you should be crafting the perfect story pitch to serve to your local beat reporter.
While your competitors are crawling over each other at the shopping malls in December, you could be sitting in the quiet of a local radio studio, providing a witty interview that will help you sell, sell, sell more of your products and services.
Smart Publicity Hounds kick into high gear during the holidays-and for good reason. The weeks between Thanksgiving and New Year's can be painfully slow at newspapers, magazines, and TV and radio stations because newsmakers are doing things other than making news.

Talk show guests are in short supply. Reporters often find it difficult to track down the people they need to comment on a particular story. And because newspapers sell more ads in December, that means more news pages to fill.

For great ways to capitalize on the Holidays when it comes to getting free publicity see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"

Posted by Rachael at 06:28 AM | Permalink | Comments (0)

If you have interesting ideas that can get your company some free publicity, use them. But, use them right, know who to and where to pitch your ideas. For example, pitch to.

Local newspapers. Find out which reporter covers your industry. Then call the reporter, introduce yourself and invite the reporter for coffee or for a tour at your company. It's often helpful to tell the reporter you are not necessarily expecting a story. You simply want to let the media know about the innovative training programs or recruitment strategies your company is using. Also keep your eyes open for reporters who are covering the labor shortage.

Columnists. Newspaper and magazine columnists, who must produce regularly, are always on the prowl for interesting ideas. Yet they are frequently overlooked. Target business columnists, particularly those who cover workplace issues.

Trade journals. Call or e-mail the editors at trade journals that cover your industry and suggest an idea.

Newsletters: Find out which newsletters are read by people who you want to apply for jobs at your company. Then send articles about your training programs, work environment, recruitment and retention strategies and other related topics to the editor. Be sure to include contact information so job-hunters know how to reach you.

For more great resources on where to pitch your great ideas, and tips on how to pitch it right, see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

Posted by Rachael at 06:44 PM | Permalink | Comments (0)

The more you can customize your pitch, the greater your chances of getting coverage. If you are the public information officer for a community college, for example, and your story idea is about a new gourmet
cooking program at your school, you can pitch your idea to education reporters as well as food writers. But the pitch might look a little different for each. For the food writer, you might also offer recipes.

If you are sending a pitch to more than one media outlet, never put your entire media distribution list in the "to" field. Otherwise, reporters know the idea isn't being pitched to them exclusively. Better to simply send it to each reporter individually.

Anytime you can address the journalist by name at the beginning of your pitch and also mention their media outlet by name or call letters, you increase your chances for coverage. I'm a big believer in addressing them by their first names, simply because it will differentiate you from most other PR people who prefer last names for a more formal greeting. If you met the journalist awhile ago, or spoke on the phone, or had another personal contact, you can mention that in the pitch because it might help them remember you. Or you can mention that you are familiar with articles they write on such-and-such a topic, and you think your idea would be a good fit.

To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

Posted by Rachael at 06:07 PM | Permalink | Comments (0)

It's a good idea to write your pitch, practice it and make sure it's less than 30 seconds. If it isn't, edit unnecessary words. Use shorter sentences.

When you call, don't read it word for word or it will sound like a speech, although it's a good idea to use notes. When I worked as an editor, I received many calls from PR people who had canned pitches, and it was obvious they were reading them word for word. After calling 30 newspapers in a row, they grew weary, bored and sounded about as interested and compelling as those annoying telemarketers.

Have a pencil and paper close by so you can write down any instructions from the reporter.

Make absolutely sure you aren't calling on deadline. If you don't know when reporters are on deadline, call the city desk and ask. Also ask for suggestions for the best time to call.

If you're calling a television news department, ask for the assignment editor. Never ask for the producer, who is busy doing more important things than talking to callers.

For more great tips for pitching your idea over the phone see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

Posted by Rachael at 05:54 AM | Permalink | Comments (0)

When you email a pitch letter to a reporter or editor, it is essential that you do it right, the following are a few tips on what to do:

Offer Expert Sources

If you've lined up expert sources who can be interviewed for the story, say so and mention them by name, particularly if they are in high positions and are usually inaccessible for interviews, or difficult to reach.

Use a Signature File

Go to the "Help" menu in your e-mail program and do a search for "signature" or "signature file." You will learn how to create a standard signature that is automatically tacked onto the end of every e-mail message you send. The signature should include your company name, address, phone and fax numbers, cellphone numbers and a hotlink to your company's web site. If reporters are interested in your pitch, this information will make it easier for them to track you down. They can also go directly to your website.

Do They Want More Stuff?

If reporters are interested in your release and want more information from your company or on that particular topic, make it easy for them to receive it. Provide a link to your web site where they can sign up for news releases. If you archive your news releases and offer reporters the chance to search by topic, let them know at the site that they have the ability to do that.

To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

Posted by Rachael at 06:05 PM | Permalink | Comments (0)

When the Reporter Asks for Something in Writing

This is a good sign, because it shows that they are interested. Write your pitch letter so that it sounds a lot like your "30-Second Pitch." The key difference with a letter is that you can elaborate a little more and add enticing details about the story. If your story has been printed in a non-competing publication, it's OK to include a copy of the article. Also be sure to remind your media contact that you are following up on a recent phone call and supplying information "as you requested." Media people get so many phone calls that It's difficult for them to remember who they talked to an hour ago.

When the Reporter is Interested, But Not in Your First Idea

"Assignment Desk, Bill Jenkins speaking."

"Good morning, Bill. This is Maria Ricardo calling to suggest a story idea. Is this a good time to talk?"

"Sure, go ahead."

Continue reading "When They Want More or Something Else" »

Posted by Rachael at 05:52 AM | Permalink | Comments (0)

Reporters and editors with whom I have a close association are used to seeing "Story Idea for You" or "Column Idea for You" in the subject line. They know my ideas are usually right on the mark, so I don't have to worry that they'll bypass the message. Not so if I'm pitching to someone who doesn't know me. That's all the more reason the subject line must be eye-catching and compelling.
In the subject line, do not use:
 "Press release"
 "Media release"
 "Information for you"
 "A story idea"
 The name of your agency
Consider catchy words and phrases that explain a little what the story is about, like the following:
 "9 job-hunting tips" when pitching an idea for a how-to article on job-hunting.
 "A CEO & His Red Corvette" when pitching a profile story of your CEO who rides around town in his red Corvette
 "Small Business Survival Tactics" when pitching a new book for small business owners
To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

Posted by Rachael at 03:57 PM | Permalink | Comments (0)

After a phone conversation pitching your idea there are some things to do. When the Reporter Likes Your Idea:

Ask if they are looking for ideas for photos. Reporters will be impressed that you thought of this, because most news sources don't.

Be willing to offer the reporter names and contact information for other sources they can call for the story, and don't act offended that you won't be the only one feature in the article. Some publications, such as city business journals, for example, want multiple source stories. Providing other sources means the reporter won't have to go on a fishing expedition to find them, and you will be viewed as a valuable source.

Ask if the reporter needs anything else and the preferred method of delivery.

For more great advice on what to do after you speak to a reporter on the phone see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

Posted by Rachael at 06:51 AM | Permalink | Comments (0)

Gone are the days when you'd call a reporter, leave a voicemail message, and pray you got a callback. These days, more reporters than ever are relying on e-mail pitches to review story ideas.

That's because e-mail is fast and efficient. Reporters can communicate with you by sending you a message at 11 p.m. while you're fast asleep. They can tell you "no" without having to talk to you. They don't have to spend valuable time listening to sources babble on the telephone. And they can jump to a web site for more information before deciding if they want to pursue an idea further.

Pitching by e-mail is sometimes more difficult than sending a pitch letter by snail-mail or calling a reporter on the telephone because with more and more e-mail being sent these days, yours needs to stand out from the rest. Yet your chances of getting a response are better than a reporter returning your telephone call, or calling you after getting a pitch letter.

For great advice and tips on how you can get your email pitch working for you, see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle

Posted by Rachael at 05:56 PM | Permalink | Comments (0)

You've got a terrific story idea. You've researched the magazine you're pitching to, and you know that the reporter doesn't mind story pitches over the phone.

You dial her number and wait patiently for her to answer. When you hear her voice, you suddenly freeze up. You've rehearsed what you'll say at least a dozen times, but she sounds busy and angry. So you start babbling.

"What exactly do you want?" she asks brusquely. Suddenly, you realize you've blown it. Another opportunity lost forever.

Pitching reporters over the telephone is one of the most difficult tasks in media relations. That's because the reporter on the other end of the line can be easily distracted by others in the newsroom, might be working on deadline, or just doesn't want to talk you. You make the problem worse when you call unprepared, don't have notes in front of you and try to pitch "off the cuff," then get rattled when you hear a response you aren't expecting.

For a roadmap on how to do it right, and to learn the best way to start is to assume that you will have no more than 30 seconds to explain who you are, why you are calling, and to convince the reporter that your story idea is worth pursuing, see Special Report #25 "How to Pitch Reporters Over the Phone and Make Every Second Count"

Posted by Rachael at 06:49 AM | Permalink | Comments (0)

Pitch letters must be short, snappy, and to the point. A big mistake is making your pitch letter too long. Of course, you’re dealing with a lot of information in a very small space—the headline and the first four lines. Start by writing 500 words. Then make 250 words your limit and cut out every single unnecessary word. Mark Twain said, “If I had more time, I would have written less.” You just keep rewriting until it’s 250 or less. Everybody tends to start out with too much, and you just have to keep cutting it and cutting it. It’s about rewriting.

For even more tips to writing successful and attention-grabbing pitch letters, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 09:22 AM | Permalink | Comments (0)

The biggest error in writing a pitch letter is not getting to the point in the first two lines. What are you writing about? You get to the point when you’re talking to people you like and know. You’ve got to get to the point with journalists. The first two lines are what people see if they’re looking at your email in a preview screen, and many people do that. Not including contact information. Not having a link to more information. Not providing names of people within the company that can cover the subject. Not providing sources of additional information is a very, very big mistake.

For more tips how to write a succinct and effective pitch letter, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 08:20 AM | Permalink | Comments (0)

Journalists love a person who makes their job easier. As a PR person, that should be one of your main goals, as journalists are more likely to grab a story where all the legwork is already done. In your pitch letter, include a link. Include a list of sources other than your own and what angles they could provide. Let them know you can connected them to research material that will help them.

Show that you’re willing to help on anything that they need, by providing them with any kind of information that ties into something they’re covering right now and that gives them a local angle for a national story, or a way of solving a problem for their audience.

For even more ways to entice journalists to cover your story by writing pitch letters, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 10:18 AM | Permalink | Comments (0)

It’s generally known that reporters hate follow-up calls to news releases and pitch letters. That’s true, but only if you call and say, “Did you get my letter?” The answer is, invariably, “yes” but unless you offer something else—dangling carrots, so to speak—the reporter will not even give you the time of day. These are people who don’t want to talk to you. But if they’re interested—and you have to give them something to be interested in—then they want to talk to you. You’ve got to call.

Follow-up calls can also be the place to customize further your pitch letter. You should know something about the reporters you’re pitching to. Closely watch their shows, read what they write, and figure out what angle they like to take on stories. Give them a taste of that angle in your pitch letter, but use your follow-up call to drive home your point. Reporters love that.

For the rest of the inside scoop to pitch letters and follow-up calls, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 09:16 AM | Permalink | Comments (0)

Email is a very intimate kind of a medium. And it’s perfectly acceptable to be personable and chatty. Try to take a formal business letter and put it into an email is nonsensical at this point. Emailed pitch letters are a new medium, you need a new approach to it.

Because what you want a pitch letter to accomplish is to make the journalist feel like they can talk to you, want to talk to you. If you can talk to a journalist on the phone, you can pretty much get a placement. You want to get the journalist interested in finding out what you are talking about and what you have to offer. You want to do it really quickly. You don’t want to waste your time trying to get the journalist to talk.

For more tips on new approaches to this new and fascinating medium, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 07:14 AM | Permalink | Comments (0)

Some experts say that new releases have seen their day. There are, of course, situations where you need to use them, but they’re getting to be few and far between. Especially when thinking about the fact that most of us are doing our pitching via email these days. When you pitch via email, you have exactly four lines to make your point because most people are looking at email in the preview mode, and they can see two to four lines of your pitch. So, the meat of it better be in there. That’s pretty hard to do with a press release. The point is to be short and sweet and think like a journalist, and give them the elevator pitch. The best way to do that is in a pitch letter.

There are times when—if you’re announcing a personnel change or you’re sending financial results or something where there are legal requirements for you to put specific information in—then you have to do that. But the pitch letter is quickly become the vehicle of preference for today’s journalists to receive their tips.

For insight into the pitch letter, how to use it and what’s in it, check out Transcript—How To Write a Pitch Letter.

Posted by DK at 06:04 AM | Permalink | Comments (0)

Did you know certain times of year, you are almost guaranteed to get your story on the air? You just need to understand the schedule of television and sweeps periods.

Sweeps periods are crucial months for TV stations. Stations beef up their coverage to draw in as many viewers as possible. February, July, October and November are sweeps months.

These are very, very busy times, but as soon as these sweeps periods end, freedom opens up in newsrooms. The non-sweep months are easier to get the attention you desire from the media.

December is the month when everybody is going on vacation. In addition, there are fewer people around providing pitches. Lean newsrooms are even leaner, and reporters are desperately looking for stories. The week between Christmas and New Years in an ideal time to pitch your story.

Find out more at How to Get on Local TV News Tomorrow.

Posted by DK at 08:59 AM | Permalink | Comments (0)

Absolutely. Media people hate getting attachments. Do not send attached files until you have permission to do so. You want to send an ordinary, plain old email. No fancy HTML stuff in it. No attached files.

If you’re a reporter in a hotel room and you happen to be paying for Internet access by the minute, it’s incredibly expensive. When somebody you have never heard of sends you a huge attachment that can take 15 minutes to come through you find out it’s this press release that could have been sent in text, and besides which it has nothing to do with your magazine, you’re so mad.

There are other reasons why not to send attachments. Many people don’t open attachments due to concerns with viruses. Don’t do it until you’re invited to do so.

For more information on writing and sending news releases, look at Secrets for Getting Through to the Media Online.

Posted by DK at 07:27 AM | Permalink | Comments (0)

The best way to contact them is to send a fax to the assignment editor with their name on it so it’ll get set on their desk, because that’s literally what they do. So as they rush in and rush out, they grab whatever’s on their desk and take it with them out on their stories.

Calling them is a really good thing to do, but there are some do’s and don’ts about calling.

Never call during a newscast or at least one hour prior to the show because it’s really chaotic. If you call during that time, you are put in the “clueless” category.

The best time to call is in the morning, before the reporter’s morning meeting. They’ve got to go in to that meeting and have something dazzling to pitch to their crew. Catching them live is great.

If you can’t catch them live, never leave more than one message. If they have people like you who keep leaving story ideas, they’re going to get annoyed. You lose your credibility and they don’t want anything to do with you.

How to Get on Local TV News Tomorrow contains more helpful hints to getting great publicity on TV.

Posted by DK at 10:55 AM | Permalink | Comments (0)

1. Use themes. You see them all the time. Tax time is a theme. Heat waves are a theme. Christmas shopping is a theme. School starting, getting ready for school, outdoor safety are all themes.

Piggyback off themes, because that’s what people are talking about. And that’s what makes reporter’s bosses happy—if you’re talking about what people are talking.

2. Use food. Print people are journalists, but people in TV newsrooms are TV stars and you’re dealing with people who have big egos. They’re big players. They’re gregarious. They’re loud. They love everything big. And food is big to them.

There are different ways to use food. Many PR people use it publicize events. Just remember, the bigger the better.

Don’t forget to thank people at the TV station. As soon as you send a thank-you gift to them, next time they find out about another event from you, they think, “Hmm, if I go to this one, I might get sent something from these people because they sent me something last time.”

For more essential tips to getting on TV, look at How to Get on Local TV News Tomorrow.

Posted by DK at 08:52 AM | Permalink | Comments (0)

Whatever you do, don’t call and tell reporters you want publicity for your start-up company.

Instead, explain how your company helps people solve a particular problem. How does your product or service fill a need?

Talk about the problems you are facing as a small business person. Don’t be shy about talking to the media about problems. Every business has problems. And if you're willing to talk about them, and to suggest how you have found the solution to a particular problem, reporters are going to want to hear from you.

Another thing you can do with a start-up company is talk about how you are using technology in your business. That's a great way to do it because with technology, there's so much new stuff coming down the pike every day. Explain trends in the marketplace that led to you starting the business.

Find more information on publicity for your start-up company at Secrets of Perfect Pitching to Reporters.

Posted by DK at 10:23 AM | Permalink | Comments (0)