When pitching your story to the media, remember to focus on their needs. Always keep in mind that it’s not you, your book, your expertise, or your profession, that’s going to grab the media’s interest - it’s the STORY that you can create from these materials. So how do you find the story, below are some sure-fire tips, suggestions and public relations secrets to use. Make sure and review these before making your pitch.
When pitching your story to the media, remember to focus on their needs. Always keep in mind that it’s not you, your book, your expertise, or your profession, that’s going to grab the media’s interest - it’s the STORY that you can create from these materials. So how do you find the story? Below are some sure-fire tips, suggestions and public relations secrets to use. Make sure and review these before making your pitch. Also keep the particular media outlet you’re going to in mind. Don’t pitch a hard business angle to a woman’s publication that focuses on human interest angles and, conversely, don’t pitch a beauty story to a financial publication (unless it’s a story on the business of beauty). With that in mind, review the following and come up with the perfect pitch for you, your product and your company.
1. Tie your story to the calendar: Valentines Day, Spring Cleaning (taxes, teeth, house care, skincare, mental health,) summer dieting, getting in shape, Memorial Day, Summer (heat stroke, swimming, sunburn, health hazards, air conditioners, summer colds) Labor Day, back to school anxiety, flu, Fall fashions, children’s ergonomic health, Mom’s and back to school, Halloween, teeth, safety, family, Thanksgiving, over-eating, dieting, anorexia, anxiety, family stress, winterize your skin, dieting for the holidays, holiday safety, de-stressing while planning your holiday, fashion and skincare for the holidays, New Year’s, resolutions, colds, flu. You get the picture.
2. Call the local TV assignment desk before 9:00 a.m. and offer yourself as an expert who can comment on a breaking news story you read about in the paper that morning.
3. Check the websites for tidbits about reporters, producers, or the show. Use that information when you’re creating your pitch.
4. Follow a reporter you like and when you pitch, mention that you read his/her stories when making your pitch. Don’t just sell, create a mutually beneficial relationship.
5. Watch shows you want to pitch for three weeks. Watch it, target a producer. Don’t just pitch your story, but the entire segment you would be in – with other experts, patients, etc. Pitch controversy, relationships, personal triumph or makeovers.
Remember your job is to give the media a compelling story. Don’t try to sell, or push. Work with the editors or producers you’re pitching. Become their ally. Let them know that you’re on their side. Together you can come up with an interesting story that meets both their needs and yours.
Copyright © Anthony Mora 2010
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Anthony Mora Communications, Inc. is a Los Angeles-based public relations company that has placed clients in: Time, Newsweek, 60 Minutes, CNN, USA Today, Oprah, The New York Times, Vogue, and other media. Anthony has been featured in: USA Today, Newsweek, The New York Times, , The Wall Street Journal, The BBC, CNN, Fox News, and other media outlets.