POWER PITCHING FOR

PR PROSBy: Tia Dabney

POWER PITCHING FOR PR PROS In order to

successfully pitch a story to a journalist, there a some important tips and tools you will need to better help the placement of you story for your client.

KNOW WHO YOU’RE PITCHING TO: Do You’re Research!

Get to know who the releases will be sent to personally: Background information of the journalist (i.e.

style of writing & subjects) News programs/publications/radio show times How & when they would prefer to be contacted

KNOW WHO YOU’RE PITCHING TO: The most

important aspect of knowing who you’re pitching to is knowing your audience.Make sure your

story is a good match for your targeted media & journalist.

CONTENT OF PITCH The key to a good pitch is knowing how

to tie it in with current trends. For example:Try to find a commonality between your

pitch & something going on in the mediaHave a client comment on something

happening in the newsTie it to an upcoming holiday

CONTENT OF PITCH Also, keep in mind that you are SELLING

something. Organize your thoughts Keep it trendy & concise Be credible.

Don’t exaggerate or lie about any information

THE PITCH!

PITCHING IN AN EMAIL Emailing a pitch is all about grabbing

the journalists attention before it’s lost.Use an attention grabber like a captivating

headlineVideos & pictures help to convey a message

visuallyKeep is short! Only two paragraphs, enough

to draw in attention

PITCHING IN AN EMAIL In addition to grabbing the journalist’s

attention, personalizing emails is a nice touch.

Don’t ever send out any mass emails, tailor each email to compliment the journalist you are sending it to.

Personalize the email, but don’t act too familiar with the journalist. There has to be a level of professionalism maintained.

PITCHING IN AN EMAIL Also…

No jargon.No past tenses.No shortened phrases.

Get to the point, keep it short & simple.

PITCHING OVER THE PHONE

PITCHING OVER THE PHONE The first step to

selling a pitch over the phone comes before placing the phone call. You must email the journalist to let the know that you will be calling.

Once you follow up the email with a call, the first question that should be asked is “Are you on deadline?” If they say yes, let

them know that you will give them a call back once they are free

PITCHING OVER THE PHONE But if they say No…

Introduce yourself & the company/person you are representing

You should be able to give your pitch within 60 seconds. A tip would be to write down all of the important points you want to say.

It is important to include how this will be beneficial to the journalist and their audience.

PITCHING OVER THE PHONE Remember to:

Say all of the important & relevant things in the beginning of your pitch

It helps to compliment the journalist on any recent achievements (articles, prizes) to let them know that you have done your homework.

And last but not least, be relaxed.

AFTERWARDS Once you have followed the Power

Pitching rules, there are a few last steps that need to be done.

First, return all phone calls promptly. Journalists have very busy schedules and not returning a phone call in enough time could mean you lose out on a possible pitch placement.

AFTERWARDS Take the hint.

Don’t repeatedly call/email if the journalist is not responding to you. Follow up once, and move on.

Once the journalist accepts the pitch and places it, sending a thank you note is the most appropriate way to thank them.Preferably hand written

NOW… You are a PR Pro at Power Pitching!