presentsHow to Pitch A ReporterWith A Compelling StoryGREGORY GOMER@sliggityCURT NICKISCH@CurtNickisch
Greg GomerManaging Editor of Streetwise Media, editing the top local startup news for BostInno.com. Greg is a savvyreporte...
• Whos your target audience?• Identify the style of the content• Long form, breaking news, etc• Finding the right reporter...
• Announcements• Funding• Product Launches/Updates• Competitors’ news• Profiles• When to profile• News hooks?• Times to avoi...
•Press Wire• Large reach, crowded and expensive•Media Kits• Cute, memorable, not super engaging•Phone• No! Ok, sometimes•U...
Why now?When to email• Time• Again?• UrgencyTargeting multiple publications at onceEmbargoes?Ready to Pitch
Bad Embargo Example
Perfect Embargo Example
TO: Targeted reporterCC: Other parties that can provide context/answer questionsSubject: Short, Sweet, Company Name, Tease...
• Back to Basics• Self-serving• Unclear• No calls to action• No contact information• Buzzword Bingo• Boring• Longggg• No n...
Bad Pitch - Are You Serious?
Bad Pitch - Do you even know whoyoure pitching?
Forgot to Sell Example
• Catchy email subject line• Factual• Relevance: Understanding why the reporter’s audience will want toread it• Concise an...
Awesome Pitch - RunKeeper
Awesome Pitch - Shareaholic
Building Relationships Example
Profile Example
Why do you think people need to know this?Work BackwardsLooking for usersEnsure the correct message, realize that may limi...
• Ensuring distributiono Send to network§ make them tweet, like, etco If the story does well, the reporter will continue ...
Greg Gomergreg@streetwise-media.com@sliggityCurt Nickischnickisch@wbur.org@CurtNickischThanks!Questions? Follow up
The Long Form Pitch
The Double Press Release
Love This Pitch
Short, but could besexier
Short, Good, stilldidnt do story
Elaborate Pitch: StillFollows Rules
Course TitleCourse TitleINSTRUCTOR NAME
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How to Pitch a Reporter

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An inside look at best practices and worst practices for pitching reporter's from BostInno's Greg Gomer, and WBUR's Curt Nickisch. Learn some of the basics of public relations online. Learn more from the experts by visiting http://intelligent.ly/learn.

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How to Pitch a Reporter

  1. 1. presentsHow to Pitch A ReporterWith A Compelling StoryGREGORY GOMER@sliggityCURT NICKISCH@CurtNickisch
  2. 2. Greg GomerManaging Editor of Streetwise Media, editing the top local startup news for BostInno.com. Greg is a savvyreporter deeply embedded in the startup scene, always turning up breaking news a few beats ahead. Hesalso just an all around great guy to know in Boston.Curt NickischBusiness & Technology Reporter for WBUR. Curt tells Boston’s best business and tech stories in ways thatboth biz-savvy insiders and business neophytes find intriguing and informative. As the Business andTechnology Reporter at one of the nations premier public radio stations, WBUR-FM in Boston, he seeks outthe most relevant economy, finance and technology stories and craft them from conception to productionfor both broadcast and online media. His stories are heard and read not only in Greater Boston, but bymillions countrywide on National Public Radio and Marketplace and internationally as well.Day in the Life - Who we Are
  3. 3. • Whos your target audience?• Identify the style of the content• Long form, breaking news, etc• Finding the right reporter at the publication• Expertise• Recent bylines• LinkedIn• Build a relationship with a karma emailIdentifying the Right Reporter &Publication
  4. 4. • Announcements• Funding• Product Launches/Updates• Competitors’ news• Profiles• When to profile• News hooks?• Times to avoid• Expert Weigh-in• Reaction towards news• Data• Shareaholic• RunKeeper• Trends• How we improved using hot product XTypes of Content
  5. 5. •Press Wire• Large reach, crowded and expensive•Media Kits• Cute, memorable, not super engaging•Phone• No! Ok, sometimes•Using a PR Company• When the time is right•Twitter/Facebook/LinkedIn• Engage, Start conversation, Dont pitch•Email• All day, every day (with rules, of course)How to Pitch - Identifying the RightMedium
  6. 6. Why now?When to email• Time• Again?• UrgencyTargeting multiple publications at onceEmbargoes?Ready to Pitch
  7. 7. Bad Embargo Example
  8. 8. Perfect Embargo Example
  9. 9. TO: Targeted reporterCC: Other parties that can provide context/answer questionsSubject: Short, Sweet, Company Name, Teaser, Time HookBody: 3 paragraphs, 2 sentences each at most. Use bullet pointsTone: Be honest and humble. Write like a reporter. Have personality but dontmake it personal.Crafting Your Email
  10. 10. • Back to Basics• Self-serving• Unclear• No calls to action• No contact information• Buzzword Bingo• Boring• Longggg• No news hook• Doesnt align with publication or reporterThe Good & The Bad, Starting with theBad
  11. 11. Bad Pitch - Are You Serious?
  12. 12. Bad Pitch - Do you even know whoyoure pitching?
  13. 13. Forgot to Sell Example
  14. 14. • Catchy email subject line• Factual• Relevance: Understanding why the reporter’s audience will want toread it• Concise and clear - not just a brain dump• Make writer’s job easy• Hard hitting takeaway - Growth increased by x because of x• Know your descriptor (Blankety-blank, the web analytics startup, …)• Follow up, follow up, follow upNow for the Good
  15. 15. Awesome Pitch - RunKeeper
  16. 16. Awesome Pitch - Shareaholic
  17. 17. Building Relationships Example
  18. 18. Profile Example
  19. 19. Why do you think people need to know this?Work BackwardsLooking for usersEnsure the correct message, realize that may limit yourstoriesGain awarenessInvestorsIf you don’t know, don’t pitchEstablishing Media Outreach Goals
  20. 20. • Ensuring distributiono Send to network§ make them tweet, like, etco If the story does well, the reporter will continue writing about you• Company newsletter, consider putting it online under “press”• Be ready for follow-on interviews from other outletso If it’s big news, clear your calendar for media stormo Case in point: United Breaks Guitars• Revisit goalso be wary of pitching then to competitors, may be waiting periodo (if you’ve been in the Globe, the Herald doesn’t want you the next day)• Continue relationship buildingo follow ups & social mediaWhat to do after the story goes live
  21. 21. Greg Gomergreg@streetwise-media.com@sliggityCurt Nickischnickisch@wbur.org@CurtNickischThanks!Questions? Follow up
  22. 22. The Long Form Pitch
  23. 23. The Double Press Release
  24. 24. Love This Pitch
  25. 25. Short, but could besexier
  26. 26. Short, Good, stilldidnt do story
  27. 27. Elaborate Pitch: StillFollows Rules
  28. 28. Course TitleCourse TitleINSTRUCTOR NAME
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