Pitching Stories to journalists has to be the bit PR consultants worry about the most. Writers have a reputation for being mean, cantankerous sorts. But, ironically, it is usually the same PR individuals who make journalists act that way.
Being a journo I tend to be quite hectic. Press deadlines might be amongst the shortest of any trade in this world. The last thing I want is anyone bothering me with something I don't really want. Even worse, people bother you with a story which they don't seem to know themselves. Despite my own best efforts, I can't read minds.
The act of pitching is equivalent to bungee jumping, if you've completed the right prep work then it's all downhill from there and the chances are high you'll come out of it unscathed.
Just before you get your hands on the phone or send out your news release make certain you've ticked off the following:
* The key reason why this story is great for the target audience of the correspondents I'm communicating with. That's all writers worry about: how will this benefit their particular audience, even if it's merely something that can keep their mood up when they're stuck in a traffic jam or in an airport terminal waiting around for a jet;
* Have a clear top line pertaining to the story. What is the one important truth that you have to put in floodlights? **Remember** This isn't what will necessarily be the point that makes your product look the most awesome...it's got to be the thing which will interest the target audience the most . (Happily both these things are normally inseparable in a solid story about a company). This specific stage is about getting that interview scheduled in (or, indeed, done then and there). Once you've got past that hurdle you'll be able to say whatever you want;
* Understand your topic.You have to be in a position to answer more or less any sensible question pertaining to your story...It's your story all things considered;
* If you are seeking to arrange an interview with a journalist, be it TV, radio, online or print, make sure you are actually available to do it.
Simply speaking, getting the writer interested is vital. You'd need to truly, really do something horrendous, like swear at the journo or offend them in some way to turn them away from a story which they want. Once a journo likes a story, it is really - or should be - just like a doggy with a bone, because that's information that can be used and given to their readership, if you like, so they won't give up on the article.
Journalists' careers live and die through their connections and the info they have. Should you do this effectively you will be a helping hand, not an obstacle.
Timing is everything where Publicity is involved. This means you have to have a vague idea about when the right time for you to pitch is.
Whenever you're phoning up a daily newspaper, don't phone them at the end of the day when they're going to be on deadline. That will make journalists irritated, as previously mentioned. Phone them in the morning, contact them early afternoon, immediately after lunch. People will be a bit more calm.
If it's the local weekly, for instance, you can be fairly certain the paper went to press a day or two before it arrived on the high street). So make an attempt to call them towards the start of their week if possible. That's when they're staring in sadness at the empty pages and wondering exactly what on earth they're going to put in.
When it's an internet site or blog, you can probably pitch to them when you like.
In addition, have everything all set to go when you phone:
* Be aware of your most significant handful of points very clearly and practise presenting these to others to make sure of clarity;
* if somebody states on the telephone, right, we'd love to come down and film later today, or we'd like more details, you want that all set to go. You can't be stalling them whilst you put it all together;
* You could say to editors that your report is 'under embargo' till a time that suits you - usually midnight at the start of the day you have chosen (however, they have got nothing apart from a moral obligation to adhere to that).
* Timing is also key in relation to what other news Is going on. Look around and ask if the story is likely to be blown away by the flood of news already around.
Alternatively you can get somebody else to organise everything on your behalf.
Are you currently a member of a trade organisation or the like? Good associations tend to serve as lobby groups and are frequently seeking small businesses who could demonstrate a particular point. If you are a recruitment specialist and there's a news story about soaring joblessness, then inform them you could potentially speak about this 'from the coal face'.
Acquiring case studies such as this is usually quite challenging for journalists and they repeatedly visit industry bodies to ask for help. So if you're associated with one of those organisations then it pays to let that organisation know that you'd be able to say a couple of words about a particular issue.
Your pitch might not come off the first time, perhaps even the first couple of times - however incredible and time consuming it's been. Trying to second guess journos is impossible. I certainly can't do it. Many's the time I've pitched articles to an editor that I assumed were a dead certainty, simply to be told they weren't interested.
Hopefully, as someone who is part of a small business, you will be made from sterner stuff compared to the majority. Being knocked back is a common element of professional life. But please be sure to stick with it, because using the press to your advantage will make a massive difference to your business.
One further, heartening thought. Most people - including journos - have a soft spot for individuals toiling away trying to build up their company. A journo is going to be impressed you've put the effort and hard work in to help yourself and will give you a much easier time than they would give a PR company.
Being a journo I tend to be quite hectic. Press deadlines might be amongst the shortest of any trade in this world. The last thing I want is anyone bothering me with something I don't really want. Even worse, people bother you with a story which they don't seem to know themselves. Despite my own best efforts, I can't read minds.
The act of pitching is equivalent to bungee jumping, if you've completed the right prep work then it's all downhill from there and the chances are high you'll come out of it unscathed.
Just before you get your hands on the phone or send out your news release make certain you've ticked off the following:
* The key reason why this story is great for the target audience of the correspondents I'm communicating with. That's all writers worry about: how will this benefit their particular audience, even if it's merely something that can keep their mood up when they're stuck in a traffic jam or in an airport terminal waiting around for a jet;
* Have a clear top line pertaining to the story. What is the one important truth that you have to put in floodlights? **Remember** This isn't what will necessarily be the point that makes your product look the most awesome...it's got to be the thing which will interest the target audience the most . (Happily both these things are normally inseparable in a solid story about a company). This specific stage is about getting that interview scheduled in (or, indeed, done then and there). Once you've got past that hurdle you'll be able to say whatever you want;
* Understand your topic.You have to be in a position to answer more or less any sensible question pertaining to your story...It's your story all things considered;
* If you are seeking to arrange an interview with a journalist, be it TV, radio, online or print, make sure you are actually available to do it.
Simply speaking, getting the writer interested is vital. You'd need to truly, really do something horrendous, like swear at the journo or offend them in some way to turn them away from a story which they want. Once a journo likes a story, it is really - or should be - just like a doggy with a bone, because that's information that can be used and given to their readership, if you like, so they won't give up on the article.
Journalists' careers live and die through their connections and the info they have. Should you do this effectively you will be a helping hand, not an obstacle.
Timing is everything where Publicity is involved. This means you have to have a vague idea about when the right time for you to pitch is.
Whenever you're phoning up a daily newspaper, don't phone them at the end of the day when they're going to be on deadline. That will make journalists irritated, as previously mentioned. Phone them in the morning, contact them early afternoon, immediately after lunch. People will be a bit more calm.
If it's the local weekly, for instance, you can be fairly certain the paper went to press a day or two before it arrived on the high street). So make an attempt to call them towards the start of their week if possible. That's when they're staring in sadness at the empty pages and wondering exactly what on earth they're going to put in.
When it's an internet site or blog, you can probably pitch to them when you like.
In addition, have everything all set to go when you phone:
* Be aware of your most significant handful of points very clearly and practise presenting these to others to make sure of clarity;
* if somebody states on the telephone, right, we'd love to come down and film later today, or we'd like more details, you want that all set to go. You can't be stalling them whilst you put it all together;
* You could say to editors that your report is 'under embargo' till a time that suits you - usually midnight at the start of the day you have chosen (however, they have got nothing apart from a moral obligation to adhere to that).
* Timing is also key in relation to what other news Is going on. Look around and ask if the story is likely to be blown away by the flood of news already around.
Alternatively you can get somebody else to organise everything on your behalf.
Are you currently a member of a trade organisation or the like? Good associations tend to serve as lobby groups and are frequently seeking small businesses who could demonstrate a particular point. If you are a recruitment specialist and there's a news story about soaring joblessness, then inform them you could potentially speak about this 'from the coal face'.
Acquiring case studies such as this is usually quite challenging for journalists and they repeatedly visit industry bodies to ask for help. So if you're associated with one of those organisations then it pays to let that organisation know that you'd be able to say a couple of words about a particular issue.
Your pitch might not come off the first time, perhaps even the first couple of times - however incredible and time consuming it's been. Trying to second guess journos is impossible. I certainly can't do it. Many's the time I've pitched articles to an editor that I assumed were a dead certainty, simply to be told they weren't interested.
Hopefully, as someone who is part of a small business, you will be made from sterner stuff compared to the majority. Being knocked back is a common element of professional life. But please be sure to stick with it, because using the press to your advantage will make a massive difference to your business.
One further, heartening thought. Most people - including journos - have a soft spot for individuals toiling away trying to build up their company. A journo is going to be impressed you've put the effort and hard work in to help yourself and will give you a much easier time than they would give a PR company.
About the Author:
The author: Michael Millar offers PR advice for small businesses at howtopr.co.uk, a free blog for entrepreneurs who want to boost their brand by doing their own public relations work. Visit the site to get free guides on everything from writing press releases to surviving a tough interview. Michael also presents How To PR, an 80 minute film about PRing your small business.
No comments:
Post a Comment