Media Pitching Tips

1)Determine the specific reporter you are trying to pitch your article to and know the publication.Know who it is you are trying to reach. Have the most current contact information. Follow the publication—know the kinds of stories they run, as well as their editorial calendar.

2)Know your subject.Know what it is you are trying to pitch—and be honest about it.If there are things you are unsure of, connect them with someone who would. Know up front who you can set the journalist up to interview.

3)Get in touch at the right time of day. For initial contact, e-mail is many times best. Know the publication’s deadline schedule. Depending on the journalist’s deadline, call them at an appropriate time.

4)Attachment courtesy.Attachments are not the best way to send information over the Web—reporters are not always apt to open attachments from people they do not know. Instead of sending an attachment, copy and paste its contents into the body of the e-mail.

5)Form a friendship with the journalist. When pitching a story, your main goal should be to form a relationship with the journalist so even if they do not run your story, you can take on a contact-role with them for future stories.

6)Take no for an answer.Do not push the journalist as it may strain your relationship with the journalist and/or the publication in the future. Do not send follow-up excessive e-mails or make multiple follow-up calls.

7)Recognize that coverage takes time.If pitching for a feature story, understand that these do not get written overnight. Sending occasional e-mails of updates, timely news events, etc. isalright, but do not overdo it.

8)Continue to serve as a source. Journalists are always looking for interesting new developments and trends. As you become a trusted ally and industry source, reporters will begin to seek you out for industry trend stories and features.

9)If they accept your pitch, help them get the story right. Make the best of this free publicity.

10)Develop a strong sound byte for the story. A good sound byte identifies with the public interest, mentions your organization’s name, conveys a positive message, uses strong nouns and active verbs, and offers an enlightening comparison.

General Dos and Don’ts

Dos:

  • Correct and protect the record.
  • Establish the rules of engagement.
  • Be yourself.
  • Know the facts.
  • Always tell the truth.
  • It’s okay to use “I.”
  • Ask for clarity.
  • Keep up with the news.
  • Be patient- pause and think before talking.
  • Always consider yourself “on the record.”
  • Use specific client examples when given permission.

Don’ts:

  • Avoid jargon and acronyms.
  • “No comment” is not a response.
  • Don’t argue; rise above the fray.
  • Don’t take the questioner’s attitude.
  • Don’t fear saying “I don’t know.”
  • Don’t repeat a negative.
  • Don’t talk out of line.
  • Don’t speculate.
  • Don’t smile inappropriately on camera.

Media Interview Preparation Tips

  • Prepare the key ideas you want to express during the interview. These should be the most important issues you hope to address during the course of the interview.
  • Run through any questions that the reporter may ask you. Make a list of these questions to practice with before the actual interview. Have your best answers ready.
  • Know every inch your subject matter.

Radio Interviews

  • Stop talking after 20-30 seconds of answering.
  • Short anecdotes that illustrate your point, but NO JOKES.
  • Use facts, startling statistics to get and retain listener’s attention.
  • Avoid technical, abstract language.
  • End each segment with an upbeat, summarizing benefit.
  • Practice bridging (3 easy steps):
  • Answer the question.
  • Bridge from the reporter’s agenda to yours.
  • Express your point of view.
  • Practice transition phrases:
  • “You’re absolutely right, and the other point is.”
  • “I’m sure that’s true, and another thing I’m sure of is.”
  • “I agree with you, and I’m sure your listeners will agree that.”

Television Interviews

  • Use same during-interview tips as listed under Radio.
  • Arrive early and accept make-up if offered.
  • Be animated, this is a visual medium.
  • Smile, gesture, etc.
  • Sit up straight.
  • Be conscious of your posture, TV exaggerates.
  • Look at the host when talking – not the camera.
  • Avoid checks, plaids, bust prints on ties- they confuse the camera.
  • Don’t wear dangling jewelry or hats that hide your face.

Print Interviews:

  • These interviews are typically done over the phone, but be prepared if the reporter would rather meet in person.
  • Think in terms of “sound bytes.” Do not continue talking for more than 30 seconds during the interview. You want the reporter to be able to keep up with you so accurate quotes can be taken.
  • If a question is tossed in that you are unprepared to answer, be up front and tell the reporter that you do not know that information off hand but will get it to them as soon as the interview is complete.