By Jan Rasmussen, Senior Vice President, Fleishman-Hillard, Kansas City
In this article, you will learn:
1. That you should never pitch a reporter that you haven't followed;
2. That you should be sensitive to the immense time pressure most reporters are under;
3. That your pitch strategy should answer this question: "What can I do to give them a story idea that they'll really enjoy covering?"
Our society is in the midst of a media revolution. There’s been a vertigo-causing rise in online media — making communications a two-way street. That’s not to say that placements online are more important than coverage in mainstream press. It’s not either/or. Both are important. In fact, more than 75 percent of journalists rely on blogs for story angles and to stay on top of conversations about anything and everything they may need to cover. Similarly, many bloggers rely on traditional media for their observations and commentary.
While traditional news organizations still carry much weight, severe budget cuts have resulted in shrinking news staffs. I’ve read recently that 1,700 jobs have been cut in 2008. I hope that number will not increase. And, many of the reporters who remain have more territory to cover making their jobs even tougher. So, now, it’s more important than ever to take the following three rules to heart:
1) Read, Watch, Listen: Never send a pitch to a reporter you haven’t followed. Imagine this: You go up to a complete stranger on the street and start chatting about a company, a product, or a person, without knowing who they are, or his/her perspectives or opinions. Crazy, right? Yes. While you don’t have the time to read everything, you do need to be a news junkie and read all the top media (traditional and online), view the top news shows, and listen to radio programs — particularly NPR — to stay on top of the news. Then, you’ll have an understanding of the current news environment and can relate the story pitch within that context.
Next, read the reporter’s recent articles before you pitch them. Get a sense of their reporting style. Some reporters write with straight facts; others offer analysis; and, others like to wrap facts into a dramatic story or trend. If you pitch them without knowing their style, you will most certainly fail. But, by doing your homework, you will have made an appropriate pitch to the right person and will have started to develop a relationship. Also, use “real language” when you pitch as if you’re sitting across the table from each other. Don’t force messages on them; rather, provide them with information and context to lead them to the conclusion that will put your client in the best light.
2) Take a “Walk Around in Their Shoes”: Can you imagine receiving at least 100 irrelevant e-mails a day, calls from people who know nothing about you but ardently believe they should take your time? Doesn’t it seem like there’s never enough time to do what you need to do? The same thing goes for the reporters you are pitching. Time is precious, so take the time to “walk around in their shoes.” Respect their time limitations and take the time to do your homework (see above). If you waste a reporter’s time, you could be unsuccessful. Some reporters publish lists of PR people who have wasted their time! That’s personal PR that you don’t need.
3) Get Smart: Traditional and online media are merging and morphing daily, so not one or the other is considered the only trusted source of information. I recommended earlier that you stay on top of the news. In the online world, do the same by following specific bloggers and subscribing to RSS feeds. Be a part of the conversation in the marketplace because it will help you enhance your communications skills whether or not you’re working with traditional or online media. Then, see rules number 1 and 2 above.
Many people view media (and online) relations as a craft in which only some people excel. I do believe some people have a knack for it. But, if you’re in the communications business, you may be called to “pitch” at any time and that means you’re going to have to be smart about your approach. My pitch strategy is always designed to answer this question: What can I do to give them a story idea they will really enjoy covering? So, consider this question before you pitch and take the time to do it right for yourself and your client.
Jan Rasmussen has 25 years of experience in integrated communications and particularly enjoys media relations. At Fleishman-Hillard Kansas City, Jan is a member of an extensive media team including experts in corporate, healthcare, consumer, sports and technology media relations. The team consistently delivers solid media coverage for diverse clients across a variety of media.
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