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PR 101

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Learn how to successfully pitch the media

Learn how to successfully pitch the media

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  • 1. Tips & Tricks for Pitching the Media
  • 2. Get a Plan!
  • 3.
      • What is your objective?
      • Who is the audience we’re trying to reach?
      • What is the one thing we want to tell them?
      • How do we reach them?
      • What tools do we need?
      • Keywords
      • Who is your spokesperson
  • 4. Prep Your Tools
  • 5.
    • The news release should include:
        • Headline (80 characters)
        • Sub-head (if appropriate)
        • Dateline
        • Lead paragraph – the essence of what the news is about. Should be short, sweet and to the point. (try to keep it between 140-180 characters)
        • Quote
        • A few supporting paragraphs with relevant details
        • About paragraph
        • Your contact info!
  • 6.
    • News Advisories:
      • Headline
      • Who
      • What
      • Where
      • When
      • Why
      • Cost
  • 7.
    • Tips & Tricks
      • Keep it short and concise
      • Check the gobbledygook
      • Double check your information
      • Review your plan to make certain you’re hitting the message and asking for the right action
      • Include media contact info
      • Include web site links (but not too many)
  • 8. Your #1 Tool: Your List!
  • 9.
      • Think about your plan…who are we trying to reach?
      • What do they read, watch and listen to?
      • What are all the different media out there…think small as well as big
      • Look online and offline!
      • Don’t hesitate to call and ask who the contact should be!
      • Double check your list – twice!
  • 10. The Art of the Pitch
  • 11.
      • Think about your plan…who are we trying to reach?
      • What do they read, watch and listen to?
      • What are all the different media out there…think small as well as big
      • Look online and offline!
      • Don’t hesitate to call and ask who the contact should be!
      • Double check your list – twice!
  • 12. The Art of the Pitch
  • 13.
      • Email pitches:
      • More important than your news release!
      • Never send a naked news release/advisory
      • Keep it short and sweet
      • Include your contact info in the pitch
      • Make certain that you don’t use a lot of stylized text
      • Make it as personal as you possibly can!
      • Say Thanks for your time!
  • 14.
      • Phone pitches:
      • Write down the key points you want to cover!
      • Always ask for the newsroom if you’re calling a general number, then the person
      • Start by asking the reporter/editor if it’s a good time. Note: keep in mind reporter/publication deadlines!
      • Keep it brief!!! You typically have no more than 60 seconds to get your point across!
      • Say Thanks for your time!
  • 15.
      • So you get a response, now what?
      • Be responsive!
      • If you don’t know the answer, don’t hesitate to tell the journalist you’ll get back to them…and DO!
      • Make sure you’re not interviewed! If they’re asking a lot of questions offer to set up an interview with the spokesperson!
      • Always follow up to see if they need anything else!
  • 16.
      • Blogs, Twitter, Facebook and LinkedIn
      • Send bloggers FYIs not news releases. Tell them you can get them more info like a news release if they’re interested!
      • Follow reporters, editors and publications on Twitter!
      • Post your news there!
      • Get your friends to pass along info on Facebook!
      • Join LinkedIn groups for the region you’re pitching. Some media have LinkedIn groups to! Start a discussion!
  • 17. [email_address] Twitter: @stacywood linkedin.com/in/stacyrwood

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