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"