If you don't work in PR and don't have much experience in dealing with the media, the process of contacting a journalist with a story idea can be a little daunting.
What is the etiquette? Who should you speak to? When do you call? What do you say?
To avoid wasting your time 'barking up the wrong tree' and annoying busy journalists in the process, it helps to get a few basic things right.
Firstly, pick a handful of publications or shows that you would like your news to appear on. Read the articles, watch the programs and get familiar with the format so you can tailor your story idea to them.
If you're pitching to TV shows, you should aim to contact the producer ' otherwise go for the editor or the journalist that compiles the particular section you want to appear in.
Before you pick up the phone, put your thoughts down on paper as most journalists prefer to receive story ideas via email. Generally, when pitching to the media, a good idea is to email first then follow up with a phone call.
You should be able to summarise your idea in two or three paragraphs. This helps you to distill your idea, so when you talk to the media, you can get your idea across quickly.
Here are 10 tips to writing a good pitch:
1. Keep your email short and punchy
2. Be chatty and motivational
3. Include the most relevant key messages of your story pitch
4. Suggest a particular story angle that would appeal to their audience/readership
5. Use dot points wherever possible
6. Include alternative story angles if appropriate. For instance, after the first idea, you could use the bridging phrase 'alternatively consider''
7. Attach a full press release as background information' if appropriate
8. Attach your backgrounder if appropriate
9. Only include very low res images and advise that higher res images are available upon request ' this way you won't clog up their in-boxes
10. If sending to a radio producer, really talk up the talent of your spokesperson and their ability to speak well on radio or their past 'speaking' experience
About the Author:
Julie Morgan is founder of www.prguru.com.au With more than 25 years experience in the PR industry, she has helped many businesses achieve priceless publicity. Julie is also a member of the Public Relations Institute of Australia (PRIA) and PRIA Registered Consultants Group.