5 Ways to Pitch to the Press Without a Cold Call

5 WAYS TO PITCH TO THE PRESSthat don’t involve a cold call

Sorry Wrong Number, 1948

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In case you thought pitching is archaic

68% of journalists surveyed said their lives would be harder without press releases

Source: BusinessWire 2014


What goes into a good pitch

Preparation

• Successful pitches require research• The phone call is usually the last step – can

be amazingly effective• If you hate phones, these 5 methods are

part of the process


Method 1

Shine a spotlight on journos’ work


The prerequisite

Actually reading what they write

• Read understand share• Use the platforms available to you • Link to their work when creating content for

yourself or clients• Reshare their posts on social media networks• Quote them

• Requires that you know what’s going on out there


Method 2: Don’t just sit there

Be part of the conversation

Legally Blond, 2001


It’s not enough to digest

Respond to their work

• Post your comments online• Absolutely no selling• Self-serving comments backfire

• Ask question(s) if they’re relevant• Offer genuine insight • Opinion is not insight• No one’s interested in what you feel


Method 3: Fine, write an email

Make sure it’s worth reading


If you’re dead set on email …

At least make it interesting• Emails that are read:• Get to the point in the first 3 lines• Keep it to 1 screen; no hemming or hawing• Prioritize the story and eliminate puffery

• Here’s a challenge: Replace all I’s with you’s• ‘I thought I’d reach out to you’ = Instant delete• No one’s interested in what you thought

• The story comes first; your interests second


Method 4: Organize a face-to-face meeting

Still the best way to know the person you’re pitching to

The Devil Wears Prada, 2006


Cut through the clutter of all the other pitch emails

Ask the journalist out• Coffee or drinks – Short and sweet• Lunch/dinner: Too much time/commitment • Interview them; ask questions

• Or: Introduce yourself during functions• Go up to them after they speak at events• Always offer a business card/ask for one• Send a thank you email after meeting and

ask if you can be of help anytime• Not all will connect on LinkedIn

ImageEvent, Images by Kim

Method 5: Write an old-fashioned letter

Because receiving anything handwritten is a luxury today


Penmanship is so archaic, it’s actually cool

A handwritten note rocks• Make sure your contact has a physical

address first• A thank-you card is a memorable touch• Use good stationery• Crane’s note cards + a well-chosen stamp

• Enclose your business card• Add product samples only if relevant• Don’t send gifts


To recap

Pitching via phone works but if you’re not quite there yet …• These 5 methods help the overall effort

1. Shine a spotlight on the journo’s work2. Be part of the conversation3. Write emails worth reading4. Meet face-to-face5. Send a handwritten note


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5 WAYS TO PITCH TO THE PRESS THAT DON’T INVOLVE A COLD CALLAlicia [email protected]

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Date post:	12-May-2015
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5 Ways to Pitch to the Press Without a Cold Call

Marketing