“Pitches” and How to Do Them

Not long ago we obtained coverage in USA Today for an MMI client who owns a florist shop. This family owned and operated business has served the Triangle since 1922, but as the USA Today feature explains, they have been forced to raise their prices due to the cost of gasoline. We tied the “pitch” we made to the journalist into one of today’s hot news items and that’s why our florist was mentioned in a national newspaper instead of some other florist. Our florist didn’t necessarily do anything newsworthy--she’s just trying to keep her business afloat.

Do you like calls from telemarketers? Well, neither do I, and neither does 99 percent of the population. That includes journalists, who every day have to put up with phone calls from PR interns reading from scripts in monotones to pitch ideas for stories. Nothing against PR interns (we use them ourselves at MMI), but take my advice and never, ever read your pitch from a script!

Sure, go ahead and write it out, but then practice it aloud until you can deliver it in the most natural way possible. Your pitch must sound sincere and spontaneous. Part of the key to successfully getting a journalist interested in what you have to say is your own enthusiasm. But that’s only half the key. The other half is the sheer newsworthiness of your pitch.

News is something out of the ordinary. Often a big story is about something violent, illegal or controversial--but I’m not suggesting you risk getting arrested to get media attention! Other big stories may be about something strange, extraordinary, memorable or emotionally-charged. When I say “emotionally-charged,” I mean that the story can be anything from a tear-jerker to the funniest thing you ever saw in your life.

The piece about the florist having to raise her prices to pay for the high cost of gasoline is actually an emotionally-charged story, because people are angry, or at least considerably worried, about soaring gasoline prices.

Once you’ve settled on your big story, start out with an advance notice e-mail to the journalist you’ve selected and follow up with a phone call. If you get a recording, leave a message, but only once. If you get no response, it may be that the journalist is harried (often the case) or has forgotten you. Call back again, but do not leave multiple messages--just keep trying until you get hold of a real, live body.

Give your name and say, “I have a story for you. Is this a good time?” If the journalist answers “Yes,” then go ahead with your pitch. If he or she says “No,” then ask, “When would be a good time for me to call back?”

Have you had good luck with pitches you have made to the media? Do you have a big story to share? Tell us about it. The media read our MMI blog regularly.