Crucial to good public relations is pitching toreporter. Effective pitching involves extracting and conveying, in less than threezero secondscore of any story. Be sure to introduce yourself.

Keys aspects are:

• Buildingdata base of reporters and their beats.

• Developingfriendly working relationship withsmall group of responsive reporters.

• Maintaining and nurturing contacts throughoutyear even aftermedia coverage is over.

• Being friendly, approachable, and accommodating.

Essentials to pitching are:

• Be brief and topoint. Get their attention by highlightingessence ofstory or event.

• Write outpitch and practice it before contactingreporter. Jot down all important details. Makeoutline to use as reference while you pitch. Cue cards are effective.

• Find out when it is convenient forreporter to speak to you. Never interrupt when he or she is working towardsdeadline. Be considerate.

• Enquire whetherreporter is familiar with your story. If no, then you must explain in detail otherwise be brief.

• Do your research thoroughly. Get allfacts at your fingertips.

• Conveyimportance or relevance ofstory tocurrent issue. It can bebill being passed by Congress, orhot debate, or new discoveries.

• If you can’t answerquestion posed byreporter accurately, say you will get back withanswer. Never fabricate facts.

• Keep ready: background information, contact numbers for quotes or interviews, photographs, and other resources.

• Maintainrecord of which reporters you have pitched to, their response, and progress. This will provideclear picture ofgenre each reporter tackles as well as any special needs they may have.

• If one angle doesn’t work, then reworkstoryline. Find angles that will generateinterest.

• Writedistinctive pitch letter. It must grabattention ofmedia. Personalizepitch letter. Rework it to suitindividual needs of each reporter you plan to contact. The letter must be short, informative, and accurate. Stalwarts make surepitch letter has:

o A greeting. If you knowreporter well, includepersonal message.

o An introduction highlightingissue and its relevance toreporter’s beat.

o Details of whyissue is relevant to society. Bring toforelong and short term impacts.

o Links to background information as well as opinion makers.

o Suggestions ofactionreporter should consider taking.

o Brief outlines to media coverage andaspects addressed by different players.

o Listings of all Internet, print, and broadcasting media sources that have coveredstory.

o Ready to use contact information---postal addresses, phone numbers, website URLs, as well as email addresses.

• Usepower ofpitch letter to maximize coverage.

• Follow uppitch letter withemail or phone call. Be sure to nudgereporter’s memory. Reporters are busy and tend to forget. Maximizeimpact, usethreezero seconds well:

o Identify who you are and why you are phoning.

o Determine iftime is suitable. Ask whether you are interrupting something. Alternately ask when you can call.

o Explain that you are familiar withreporter’s work andpublication.

o Introducesubject clearly and concisely.

o Establish why readers or viewers will care.

o Ask whetherreporter is interested in“story.”

A pitch must never be more thansingle page and typed or written in legible letters. It must teasereporter’s mind and pique interest intale you want told.

This article was posted on November onetwo, twozerozerofive