The Poetry in PitchingIt is difficultto get the news from poemsyet men die miserably every dayfor lackof what is found the...
4 Audiences for every pitch        People, not        targets.1.Journalist2.Journalist’s boss3.The outlet’s audience4.Your...
News Values• Change, Conflict, Counter-intuition = 3 C’s  shortcut• From Grady College of Journalism at UGA:              ...
Finding the Story• Interviewing  humans• Analyzing raw data• Spotting trends, 3  incidents• Inductive  arguments and  find...
Normal Distribution Graph                      If something’s                    not “normal” and                     you ...
Do you have a story?• Is it narrative or  descriptive? Common  plots:  o   Coming of age  o   Odyssey  o   Underdog• Does ...
Telling the Story Pitch Package• Pitch Email• Voicemail Script  (write your own)• FAQs and Talking  Points (or key  messag...
GOOD VS. BAD PITCHESGood pitches…                       Bad pitches…Fit on an Outlook screen            Look like college ...
Show language some love.idioglossia (ɪdɪəʊ ɡlɒsɪə) — n• 1. a private language, as invented by a child or  between two chil...
Selling the Story•   Conversations Shoe Salesmen should have•   Switching Gears.•   Style and Voice: Avoid the stereotype•...
Pitch Troubleshooting• Do you know the headline for your desired  story?• Is your subject line coy?• Are the words precise...
“Trying to add style is like adding a     toupee. …The problem is not that he      doesn’t look well- groomed; he does,and...
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Poetry in Pitching

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Poetry in Pitching

  1. 1. The Poetry in PitchingIt is difficultto get the news from poemsyet men die miserably every dayfor lackof what is found there.-William Carlos William from “Asphodel, That Greeny Flower” Clarity Relevan ce Beaut y Jackson Spalding University Elective on media relations by Ivy Le December 16, 2011
  2. 2. 4 Audiences for every pitch People, not targets.1.Journalist2.Journalist’s boss3.The outlet’s audience4.Your client
  3. 3. News Values• Change, Conflict, Counter-intuition = 3 C’s shortcut• From Grady College of Journalism at UGA: • Timeliness • Proximity • Controversy • Impact aka consequence • Unusual Nature • Helpfulness • Celebrities • Human Interest • Community issues • Trends
  4. 4. Finding the Story• Interviewing humans• Analyzing raw data• Spotting trends, 3 incidents• Inductive arguments and finding evidence• Deductive argument and syllogisms
  5. 5. Normal Distribution Graph If something’s not “normal” and you know why, you’ve got a story.
  6. 6. Do you have a story?• Is it narrative or descriptive? Common plots: o Coming of age o Odyssey o Underdog• Does it have a beginning, • Are you moved? middle, and an end? • Is something at stake?
  7. 7. Telling the Story Pitch Package• Pitch Email• Voicemail Script (write your own)• FAQs and Talking Points (or key messages)• Vetted media list• Bios Preparation • Study like you’ll be tested • Anticipate objections • Rehearse OUT LOUD until you don’t sound scripted. • Google all mentioned. No surprises!
  8. 8. GOOD VS. BAD PITCHESGood pitches… Bad pitches…Fit on an Outlook screen Look like college essaysOffer cool access Offer no thingMight be plagiarized Put you on the blocked senders listHelp win a Pulitzer Are mistaken for telemarketing callsHave many potentials angles and Overpromise, exaggerate and don’tuses stand up to scrutinyClearly have news value Sound like ad copyAre loaded with facts Are loaded with superlativesAre in English Reek of shamelessnessAim high, even if they fall short Aim low, get nothing The BEST pitch…
  9. 9. Show language some love.idioglossia (ɪdɪəʊ ɡlɒsɪə) — n• 1. a private language, as invented by a child or between two children, esp twins• 2. a pathological condition in which a persons speech is so severely distorted that it is unintelligible• from Greek idios private PR Ninja separate + glossa tongue vs.World English Dictionary Journalist “What did English ever do to you?”
  10. 10. Selling the Story• Conversations Shoe Salesmen should have• Switching Gears.• Style and Voice: Avoid the stereotype• Rejection and voicemails• Sales Closes for publicists: o New Decision Close o Ask for Action o 3 step close o Alternate of Choice close o Character close o Extra Close• Call anxiety
  11. 11. Pitch Troubleshooting• Do you know the headline for your desired story?• Is your subject line coy?• Are the words precise? Could this be about anybody else but your client?• Is there any body in this pitch? Is it person- less?• Does the pitch contain any logic fallacies?*• Is the hook/angle a buzz word or sentence fragment?• Was the media list researched according to the news values in the pitch?
  12. 12. “Trying to add style is like adding a toupee. …The problem is not that he doesn’t look well- groomed; he does,and we can only admire the wigmaker’sskill. The point is that he doesn’t look like himself. …Readers want a person who is talking to them to sound genuine. Therefore, a fundamental rule is: be yourself.” – William Zinsser’s On Writing Well

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