PR 101

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Learn how to successfully pitch the media

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PR 101

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

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