Media Pitching 101
      Kathleen Russell & Erin Fogg
   Kathleen Russell Consulting
Press Matters
Press Matters
Earned Media = Legitimacy
Press Matters
Earned Media = Legitimacy

➡ Coverage Communicates
 Value to Funders,
 Constituents & Future
 Press
Press Matters
Earned Media = Legitimacy

➡ Coverage  Communicates
  Value to Funders,
  Constituents & Future
  Press

Soc...
Press Matters
Earned Media = Legitimacy

➡ Coverage  Communicates
  Value to Funders,
  Constituents & Future
  Press

Soc...
Chronology of PR
Chronology of PR
✓ Asses Newsworthiness
Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Chronology of PR
✓   Asses Newsworthiness
✓   Determine Targets
✓   Draft Your Release
✓   Draft Your Pitch
✓   Develop a ...
Strategy & Goals
Strategy & Goals
What do you want to accomplish - GOALS?
Strategy & Goals
What do you want to accomplish - GOALS?

Is your story newsworthy?
Strategy & Goals
What do you want to accomplish - GOALS?

Is your story newsworthy?
➡   What’s your HOOK?
Strategy & Goals
What do you want to accomplish - GOALS?

Is your story newsworthy?
➡   What’s your HOOK?

Where does your...
Strategy & Goals
What do you want to accomplish - GOALS?

Is your story newsworthy?
➡   What’s your HOOK?

Where does your...
Strategy & Goals
What do you want to accomplish - GOALS?

Is your story newsworthy?
➡   What’s your HOOK?

Where does your...
Good Morning America
   Consumer Alert
Distribution
Distribution

Developing a List
Distribution

Developing a List
➡   Know How & When to Use Contact Sources
Distribution

Developing a List
➡   Know How & When to Use Contact Sources

Distributing Your Release
Distribution

Developing a List
➡   Know How & When to Use Contact Sources

Distributing Your Release
➡   Email is Most Ef...
Insight & CA-EESI
High-Value Targets
Pitching!
Pitching!


Call Reporters
Pitching!


Call Reporters

Followup Via Email
Pitching!


Call Reporters

Followup Via Email

Call AGAIN!
Coming Home &
Four Local Networks
After You Land
   the Story
After You Land
      the Story

Set Aside Adequate Time
After You Land
      the Story

Set Aside Adequate Time

Be a Partner to the Reporter
After You Land
      the Story

Set Aside Adequate Time

Be a Partner to the Reporter

Establish Yourself as an Expert & R...
Nurturing Reporter
  Relationships
Nurturing Reporter
  Relationships

Post-Deadline Followup
Nurturing Reporter
  Relationships

Post-Deadline Followup

Post-Story “Thank You”
Nurturing Reporter
  Relationships

Post-Deadline Followup

Post-Story “Thank You”

Keeping in Touch
CJE &
Dr. Phil Show
Questions!
1346 4th Street, San Rafael CA 94901 T415.459.9211 F415.459.9210
                      www.kathleenrussell.com
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  • Transcript of "Media Pitching 101"

    1. 1. Media Pitching 101 Kathleen Russell & Erin Fogg Kathleen Russell Consulting
    2. 2. Press Matters
    3. 3. Press Matters Earned Media = Legitimacy
    4. 4. Press Matters Earned Media = Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press
    5. 5. Press Matters Earned Media = Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press Social Media = Press-Driven
    6. 6. Press Matters Earned Media = Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press Social Media = Press-Driven ➡ Tweets & Posts Often Link to Traditional Press
    7. 7. Chronology of PR
    8. 8. Chronology of PR ✓ Asses Newsworthiness
    9. 9. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets
    10. 10. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release
    11. 11. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch
    12. 12. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List
    13. 13. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release
    14. 14. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!!
    15. 15. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup
    16. 16. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again!
    17. 17. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again! ✓ Once You Land Your Story (Feed Your Reporter)
    18. 18. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again! ✓ Once You Land Your Story (Feed Your Reporter) ✓ Nurturing Reporter Relationships
    19. 19. Strategy & Goals
    20. 20. Strategy & Goals What do you want to accomplish - GOALS?
    21. 21. Strategy & Goals What do you want to accomplish - GOALS? Is your story newsworthy?
    22. 22. Strategy & Goals What do you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK?
    23. 23. Strategy & Goals What do you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong?
    24. 24. Strategy & Goals What do you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong? ➡ Who are your targets?
    25. 25. Strategy & Goals What do you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong? ➡ Who are your targets? Draft Your Release & Pitch
    26. 26. Good Morning America Consumer Alert
    27. 27. Distribution
    28. 28. Distribution Developing a List
    29. 29. Distribution Developing a List ➡ Know How & When to Use Contact Sources
    30. 30. Distribution Developing a List ➡ Know How & When to Use Contact Sources Distributing Your Release
    31. 31. Distribution Developing a List ➡ Know How & When to Use Contact Sources Distributing Your Release ➡ Email is Most Efficient & Effective (but not universal)
    32. 32. Insight & CA-EESI High-Value Targets
    33. 33. Pitching!
    34. 34. Pitching! Call Reporters
    35. 35. Pitching! Call Reporters Followup Via Email
    36. 36. Pitching! Call Reporters Followup Via Email Call AGAIN!
    37. 37. Coming Home & Four Local Networks
    38. 38. After You Land the Story
    39. 39. After You Land the Story Set Aside Adequate Time
    40. 40. After You Land the Story Set Aside Adequate Time Be a Partner to the Reporter
    41. 41. After You Land the Story Set Aside Adequate Time Be a Partner to the Reporter Establish Yourself as an Expert & Reliable Source
    42. 42. Nurturing Reporter Relationships
    43. 43. Nurturing Reporter Relationships Post-Deadline Followup
    44. 44. Nurturing Reporter Relationships Post-Deadline Followup Post-Story “Thank You”
    45. 45. Nurturing Reporter Relationships Post-Deadline Followup Post-Story “Thank You” Keeping in Touch
    46. 46. CJE & Dr. Phil Show
    47. 47. Questions! 1346 4th Street, San Rafael CA 94901 T415.459.9211 F415.459.9210 www.kathleenrussell.com

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