The Art of the Pitch
Get Your Message Over the Plate so a Reporter Hits A Homerun with Your Organization’s Story
By: Marna Courson

OK. It’s time to prepare for your pitch - and we’re not talking baseball here. We want to give you some key pointers to help improve your success rate in achieving coverage when you pitch a story to the media. Good coverage can provide important support and reinforcement for your marketing efforts. So we’ve put together some basic principles that apply to the entire spectrum of media - print or broadcast, general news, trade, online, specialty and counterculture media.

First of all, be aware that editors and reporters are swamped with hundreds of pitches and communications each day. They’ll give priority to communications from people they know and trust. But you CAN break through the cacophony of pitches seeking their attention. Here’s how:

Get to know the reporters and editors who will cover your company’s issues. Getting to know them when you don’t have a story to pitch will help separate your pitch from the pack when you have something you want the media to cover.

Become a resource for editors and reporters. After you take Step 1, pick up the phone and discuss something that’s going on that might interest them and that has absolutely nothing to do with your organization. If you’re speaking to a general news reporter, let him or her know about a school or neighborhood issue in their coverage area. If you’re talking to a trade media reporter, let him know what’s upcoming as a trend in the industry that may be worth watching or new leadership in the industry and what you know about them.

Now that you’ve established a relationship, you’re ready to pitch a story. And your next step?

Ensure that you have something substantive or newsworthy to communicate. Although something may be important to you or your company, to a reporter it simply may be promotional fluff. Not every development or event in your company warrants a news release, a media advisory or even an e-mail to the news media. It’s important to evaluate if the subject truly is newsworthy.

Determine the right person to contact. Before you actually pitch a story, figure out who to contact. Many people send their news items to the editor in hopes the editor will forward the information to the proper reporter. While this may work on occasion, more often your editors may not see doing your work as their top priority. This trail often ends at the trash can.One option: If you’ve established a relationship with a reporter at E-Box Media but he wouldn’t cover the new e-game that incorporates next-generation technology that your company is about to launch, call him and pick his brain. He may even patch you through to the right reporter and introduce you over the phone. What a strong referral to reinforce your credibility with a new media contact!

If all else fails, the operator is your friend. Call the main office and ask the operator. In most cases - not all, but the majority - you’ll get the information you need.

Know your media outlet’s deadlines before you pitch. One thing that editors and reporters universally agree on is that they hate receiving media pitches and releases when they are on deadline. There is one exception that is universally acceptable: a breaking news matter that is cover or front-page worthy. Most media representatives will tell you that knowing deadlines is crucial to get attention for your story. You usually are safe pitching earlier in the news cycle when reporters look for stories and leads.

Send an initial BRIEF inquiry. If the story you’re pitching is not world-changing breaking news, leverage electronic communications access and send an e-mail to your contact. Keep it short, but include a request for a response, such as “When is a good time to call you?” This will provide a reason for the contact to respond, allowing you to follow up with a more personal phone call to provide more detailed information. Remember that with e-mails, attachments are acceptable as long as they’re small. There’s no faster way to upset a reporter than to crash his server or laptop with an entire media kit sent as an attachment. Another option: upload the media kit information on your Web site and provide a link in your e-mail that they can click to review the materials.

Make sure the appropriate executive is accessible for an interview. Are you the company president who can give the big picture of the company’s latest direction? Is the vice president of R & D the right person to discuss the launch of the new project? Your senior team needs to be ready to help get the publicity you want and need to succeed. An interview, either by phone or in person, is crucial. Make sure the reporter is offered this early on in your communication. It also will add interest to your story.

Don’t pitch a topic that’s already been covered. That’s the short version of this point. There are, however, exceptions to this rule: stories that reflect breaking news or something that is headline-worthy. A story was written six months ago on identity theft and how much it costs the U.S. Your company has just produced the newest generation of identity theft protection - and American Express has agreed to license the product. Now that’s a story! Reporters choose stories based upon their importance to their audience. If you pitch a story that has been covered a dozen times, with nothing new to add, a reporter not only will trash it without hesitation, you may begin to develop a reputation that will leave all reporters skeptical of future stories you pitch.

Make sure the information that you provide covers all essential information. If you write a news release, a media advisory or simply send out an e-mail, there are certain things that need to be incorporated, which you can call the “Five W’s”: WHO, WHAT, WHEN, WHERE and WHO CARES? Who (person or organization) is doing whatever is being pitched, What is it that is being done or that is scheduled to occur, When and Where did or will it occur, and the Big Kahuna: WHO CARES? Reporters and editors love information about how many people will be affected by the event, new development, new product, new trend, etc.

Media relations designed to drive your organization’s publicity and increase its visibility takes thought, care and consistent effort. It is not a one-shot deal.

See that? Not even a 12-step program, and already you’re a media maven.

Marna Courson manages CCI Public Relations & Marketing’s business and development, and leads the firm’s strategic communications planning and crisis management teams.