Ten key publicity tips: pitching a story
Maybe this is stating the blindingly obvious and can be ignored as you know what you’re doing. Maybe it doesn’t apply because your sector is different or you specialise in crisis management PR. But maybe, this list could be of some small help to someone, whether a freelance consultant or agency… or just needing to place a media story.
There may be very good reasons that a journalist is not interested in your story — they covered something similar very recently; it isn’t a natural fit; it lacks a stand-out story — and the journalist may not tell you the reason for the refusal. You certainly won’t know they aren’t interested until you’ve tried to sell it in.
So how can you help yourself and help the journalist be more receptive to your story?
First thing to ask yourself is what are you trying to sell and how are you going to do it? Ask yourself (honestly now) would you want to read (or hear) what you are pitching? So a few pointers on making it easier (and hopefully less painful for both parties).
- Do your research
You won’t have read the entire output of all the journalists in all the print media, or seen and listened to all the radio and television programmes, but there is no excuse for not having an idea as to a) what type of story a publication likes and b) what kind of story the journalist writes.
2. What is the real story?
Understand what makes a story stand out. What makes it worth covering. A generic pitch may resonate only if it is already something being considered (okay, a reactive bit of pitching may be in order here if you have someone or something that adds an additional element to a dynamic news story). Figure out the angle before contact. What makes the story different, unusual, of interest to the target audience of the media? The first, the last, the most, the best…all help a story stand out.
3. Some knowledge is really good.
Enthusiasm for your client and their product is great and helps in client meetings but a journalist is not interested in listening to how stoked and excited you are for this amazing new thing. Much better to have some knowledge and understanding of the sector, the product and why it is a story. If you can’t explain it or don’t understand it, your pitch is going nowhere fast.
4. Accept the word “no” with good grace
If a journalist says no. It really does mean no. Don’t keep coming back. They may have good reason. They may even share those reasons with you. They may not. Tweaks to the pitch aren’t going to change their mind but endless calls and emails will irritate to the point of damaging any future pitch you may need to make.
5. Try to know and understand deadlines
You won’t always get this right but worth trying. Figure out when their deadlines are, don’t pitch when it’s time to file copy, or a day before when the layouts have been done. Try to learn when the editorial meetings take place, how decisions are made and by whom and that media need time to prepare a story. Of course there are exceptions for breaking news (figure out what that really means..it isn’t your new product) or for time-sensitive stories but for the soft, filler stuff…do some more research.
6. Emails v. Telephone calls
This may take some trial and error but figure out how a journalist likes to be approached. It can save a lot of time and irritation. If in doubt just think how many PRs there are, calling a limited number of journalists, trying to prepare and write copy and how many hours there are in the day and ask yourself if they really need another phone call.
7. Have patience
Don’t call an hour after bulk emailing. Again, be aware of deadlines and plan when you want the story to hit and how long it might take to place. Then take a breath.
8. Don’t promise exclusives and not give an exclusive
OK that word is much diminished. We’ve all seen the celebrity ‘exclusive’ interviews, seemingly in every media outlet. But they are “celebrity” exclusives: an exclusive to a broadsheet weekend supplement; to a high end monthly women’s glossy; to a high end men’s monthly.
If you’re not dealing in the sophistry of celebrity exclusives don’t promise something and then offer the same story to their competitor. Neither will be pleased and neither will be keen to take your next story.
9. Have what they need
So you pitched, they listened and now want to do the story. Have you got what they need? Figure out what you will need and make sure you can give it to the journalist when they need it. The press release is usually a starting point and not always the end point — although a well written release is essential. Have you a representative for them to talk to? Pictures? Footage? Figure it out before and prepare your client as to what might be needed of them.
10. Television and radio are different to print media
Obvious. But don’t just think about print. Think through the needs of a broadcast journalist. What footage can you help secure and access? Are rights cleared for use? what makes the story more visual? What access can you provide? And make sure you spokesperson is willing and able to speak on camera or on radio without lots of dead air and flustering.
