How to Pitch in the Millennium Era.
Traci Reiserer
In today's day and age, everyone is busy, on the go and does not have a second to waste. This is why pitching is becoming more and more important to public relations practitioners. Pitching, whether it be over the telephone, by e-mail or in person, can be one of the most difficult yet important tasks in the public relations profession. The reporter on the other line might be distracted by others, working to finish up a story on a deadline or just flat out does not have time to talk to you. Whether you are pitching a feature story, exclusive story or breaking news story, you need to be prepared and know when and how to pitch. The absolute worst thing one can do when trying to pitch a story is to be unprepared.
Pitching by Telephone: The telephone is one of the most common ways to pitch to a news writer. When on the phone, it is best to act as if you only have 30 seconds to pitch the story; 10 seconds if you want to "speed pitch." The most effective way to start your pitch is to immediately explain why you are calling and begin to convince the reporter that your story is extremely important. Always ask a reporter if it is a good time for them to talk, otherwise they will not listen to you and will probably rush you along. Explain to them why your story is important in just a sentence or two and why readers will want to hear about your story. Immediately close the deal with them and ask if he or she has any questions.
Pitching by E-Mail: These days, many people pitch by e-mail. Since our inboxes now are filled with junk mail and spam, this might not be the most effective way to pitch a story. On the contrary, with e-mail, you can make a quick statement with a catchy headline as well as add a few pictures to catch the eye and attention of your viewer.
Pitching by Facebook: Surprisingly, one reporter suggested that PR practitioners pitch to him via his Facebook wall. This might not be completely valuable for all PR practitioners since not everyone is listed on Facebook and does not have that sort of contact information. Not to mention that everyone will see your wall post and could steal your story. Better safe than sorry.
Although there are many different ways and tactics to pitch a story, most PR professionals still think the most efficient and formal way to pitch a story is to simply pick up the good ole telephone.
Traci Reiserer
In today's day and age, everyone is busy, on the go and does not have a second to waste. This is why pitching is becoming more and more important to public relations practitioners. Pitching, whether it be over the telephone, by e-mail or in person, can be one of the most difficult yet important tasks in the public relations profession. The reporter on the other line might be distracted by others, working to finish up a story on a deadline or just flat out does not have time to talk to you. Whether you are pitching a feature story, exclusive story or breaking news story, you need to be prepared and know when and how to pitch. The absolute worst thing one can do when trying to pitch a story is to be unprepared.
Pitching by Telephone: The telephone is one of the most common ways to pitch to a news writer. When on the phone, it is best to act as if you only have 30 seconds to pitch the story; 10 seconds if you want to "speed pitch." The most effective way to start your pitch is to immediately explain why you are calling and begin to convince the reporter that your story is extremely important. Always ask a reporter if it is a good time for them to talk, otherwise they will not listen to you and will probably rush you along. Explain to them why your story is important in just a sentence or two and why readers will want to hear about your story. Immediately close the deal with them and ask if he or she has any questions.
Pitching by E-Mail: These days, many people pitch by e-mail. Since our inboxes now are filled with junk mail and spam, this might not be the most effective way to pitch a story. On the contrary, with e-mail, you can make a quick statement with a catchy headline as well as add a few pictures to catch the eye and attention of your viewer.
Pitching by Facebook: Surprisingly, one reporter suggested that PR practitioners pitch to him via his Facebook wall. This might not be completely valuable for all PR practitioners since not everyone is listed on Facebook and does not have that sort of contact information. Not to mention that everyone will see your wall post and could steal your story. Better safe than sorry.
Although there are many different ways and tactics to pitch a story, most PR professionals still think the most efficient and formal way to pitch a story is to simply pick up the good ole telephone.
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