Simple steps to pitching a reporter from Yulu Public Relations co-founder, Jennifer Maloney. Yulu PR is a Vancouver-based public relations firm focused on working with clients who have social impact.

1. Pitch Perfect
How to Snag a Reporter’s Attention
in 3 Easy Steps!
By Jennifer Maloney, Co-founder
Yulu Public Relations Inc.

2. Agenda
• 3 Steps to Pitch Success
• The Art of the Follow up
• Best Pitch Practices

3. 3 Steps to Pitch Success

4. Pitch 101
3 Simple Steps for Pitch
Success
1. Know your Angle
2. Know who you’re pitching
3. Pick up the phone!

5. Pitch 101
1. Know Your Angle
 Issues Hi-jacking – does my angle tie into a current event, new
study, holiday or newsworthy trend?
 Significance? Am I pitching “the first of, the largest, the oldest of
its kind?
 Why should anyone care about this story?
 Who will be impacted by this story?
 How will this story reflect on my client?
The sticky test
S – Simple – Can my pitch be easily understood?
U– Unexpected – Is there an attention-grabbing element
to my pitch?
C – Concrete – How will we cement our pitch into the
mind of the reporter?
C – Credible – What credibility does my source have in
speaking to my angle?
E – Emotional – Does my pitch appeal to its audience
on an emotional level?
S – Stories – Is this a pitch that could cultivate a good
segment, article?

6. Pitch 101
2. Know Who You’re pitching
Tailor your pitch so it’s relevant to the reporter’s audience
• Beat – What industry does this reporter cover? What approach does
he or she take to covering this beat?
• Region Is my pitch relevant to the region this reporter covers?
• Type of Outlet Does my pitch need to be tailored for TV, print, online?
• Previous articles/segments How has this reporter covered news in
the past?

7. Pitch 101
3. Pick up the phone!
In this digital age, phone calls are not always appreciated. However, it is often the quickest
way to:
•
Cut through the noise
•
Determine interest level
•
Know if you’re pitching the best person
•
Get feedback on your pitch
•
Develop a relationship
•
Turn the pitch into coverage

8. Best Pitch Practices

9. Best Pitch Forward
 Have your research done before you approach a reporter
 Listen and pause to get the reporter’s feedback
 Remember it’s a conversation
 Be confident in the value you are bringing with your idea
 If you don’t believe it; don’t pitch it

10. The Art of the Follow up

11. Follow up 101
When following up with media
1. Assume the reporter has not read your pitch
2. Listen to gauge their buy in or feedback
3. If you’ve received a no, ask for feedback for future
relations
4. Keep good relations, but don’t be afraid to ask for
what you want. Reporters are people too.

12. Questions?
Jennifer Maloney,
Co-founder of Yulu Public Relations
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Yulu PR