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"