expert insights

Great people. Great work. Great results. Whether we’re working with a large corporation or a start-up, we go the extra mile to provide creative solutions to communication needs.  Along the way, we’ve picked up some great insights.


Friday, April 17, 2009

Andrea Lindsley

by Andrea Lindsley, Vice President

Preps for Pitching National Media

You rarely meet a client who does NOT, at some point, desire national media coverage of a product, process or person. With that goal in mind, it is critical for the media strategist to get it right – before the pitch goes out the door.

The media strategist should ask the client several questions: Is there true news involved, like a new product or event? Does it warrant national media attention? How is this going to affect the public, and why should they care? Once a few questions are answered, a strategic national media plan can be put in place, identifying targeted and prioritized national outlets.

Here are a few suggestions for pitching national media:

  • Know the media outlet and the journalist you are pitching by reviewing past news stories. You can even use new media tools, like Twitter, to gain valuable insight on specific journalists. But don’t discount good ol’ fashioned communication tools to develop a one-on-one relationship with specific reporters.

  • Customize your pitch for each news outlet, if possible, and provide one-of-a-kind insights or access to data, research or a key personality. Avoid general pitches and sending bulk e-mails.

  • When a national media person bites on the story, be ready to spring into action to accommodate extremely tight deadlines. Be prepared to offer interviews (phone or satellite, live or taped), b-roll footage, facts, figures and research, when applicable. Identifying these items before the pitch will save you valuable time. Going the extra mile to fulfill the reporter’s request – quickly – will solidify your relationship with that journalist and the media outlet.

 


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