Pitching to journalists

If you don’t want your pitch to end up in the newsroom bin, then time to get it right before placing that call. Here are my top tips:

Are you sure you have a story?

Make sure you really understand what makes a story and understand what a journalist will see as an attractive scoop.

Research

Research. Research. Research. I can’t say this enough. Do your research. Before you place that call or email, make sure you know who you’re calling. Might sound obvious, but during my time in the newsroom, there were occasions where PR pros called to pitch and didn’t know the journalist’s name. Yes, the name. At least get that right from the start. Find out what they write about- subjects, section etc.

Believe in your pitch

Be interesting. If you don’t believe in the story yourself, why should any journalist bother. Have some passion and belief in what you’re selling in.

Don’t sugar-coat

Don’t exaggerate: Most PRs get too excited, and then over-hype and spin the story. Don’t promise heaven but deliver a pancake! A good story always sells itself. Don’t spin it, deliver it.

Timing

Timing is crucial. I think of timing on two levels: working hours and events. Find what time is best to call. Don’t call them when they are in editorial meetings or just when they are logging off. Find out what’s best for them. That’s why it’s good to do your research. The other thing is to find out if your story fits in well with the events of the day. Why pitch a product launch on a day when there is a major announcement or disaster that almost every newsroom is focused on. However, you can pitch a product launch if for example the product adds a different angle to the unfolding story. E.g. launch of an app that helps find missing people during a tsunami disaster. This will work well during a tsunami disaster story as it brings a different perspective to the story.

Don’t be pushy

My final point is, don’t be pushy. If a journalist is not interested in your pitch after a few attempts, give in and try a different journalist. Or modify your pitch. Find another angle to get them interested. What if all attempts fail? Might be time to move on to the next project.

If you any more tips, share them in the comments section.

 

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