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As a public relations consultant, I enjoy speaking to media on a regular basis from all parts of North America. Recently I pitched a story to a business reporter in Denver. I introduced myself as Ross from sunny Vancouver, Canada. He chuckled and made some comment about Vancouver being in the frozen north and having a lousy hockey team. As an avid hockey fan, I agreed and commented on the Colorado Avalanche. We talked about hockey and an upcoming game between the Canucks and the Avalanche. After five minutes we were laughing like old friends. When we finally got around to discussing the business story I wanted him to cover in the Denver Post, my new-found buddy was open to hearing my pitch and we ended up getting a large business feature and photo on my client business as a result.
There are many lessons you can take away from that example. When pitching a story, it really helps to know the media you are talking to. I assume that they are friendly and open to my call and happily introduce myself. The faster I connect to the reporter or editor, the better. Many junior media consultants, find reporters and editors intimidating and unapproachable. I don't; but it helps that I worked in the media for 20 years.
There are a few simple yet helpful tips to keep in mind if you are going to succeed in getting your story placed . . .
Keep it concise. You have 10 to 15 seconds to convey your story or message. Your message must be concise and crisp. The people you are pitching are busy. Many editors will review 100 story ideas daily. If they aren't interested within 15 seconds, you've probably lost them.
Start with a positive attitude. It helps if you are passionate about your message. But not every topic I pitch will fire me up. If I am upbeat and positive, the editor or reporter will be more interested. Paint a beautiful scene and draw them in.
Have a conversation. Ever had a sales person read or recite a script to you? It is distracting, unnatural, and kills the message. Same thing for media pitching. Knowing your material is important, but better to stumble and fumble to find the words than read some copy. The more natural you are - the more clear your message is.
Build a relationship. When I started pitching to the media, I did what many effective PR people do. I started to build relationships. For example, a talk show producer on a top rated interview show, booked my client on as a guest. It was great exposure and lit up the phones for my client's business. I mailed a short positive critique on a thank you card to the show's producer. I mentioned one of the interesting phone calls during the segment and expressed what the host did effectively. You can bet that the next time I called with an idea, that I got a good listen. I probably booked 20 guests on that show in my first year.
Target the story to the right person. Whenever possible do background research and find out what writers and reporters specialize in; how they like to be pitched and what recent stories they have done. When talking to them, they are flattered that you like and notice their work; and they like the fact that you have a story that you consider to be well suited to them.
Personalize it. I always try and make a reporter or editor feel that they are the first and only people I have presented the pitch too. Nothing I say or do says - message to the masses. This story is meant for you and here's why. Often I'll suggest to an editor that the retail reporter will be the perfect person to do this topical issue. Many times the story will be assigned right away, because you've mapped it out and told them how to do it.
About the Author:
Ross Sullivan is a senior consultant with Reputations Corporation and has the largest long distance phone bill in the company at the end of each month.
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