Play Ball: Pitching the Media

Donna Lorenson and Kate McCormick

Edelman Public Relations

National Association of Health Underwriters Capitol Conference

March 27, 2006

The Media Environment More than a dozen national television networks

1,300 television stations, 8,000 cable stations

10,294 radio stations

1,700 daily newspapers, 8,000 weekly newspapers

12,000 magazines

Three major wire services, plus assorted syndicated services

Numerous “online” news services and outlets

What the Media Want From Us New and different story ideas

Data/research

Trend information

Thought leaders

Spokespeople

Briefings Direct Pitch Industry Events Opportunistic Controlled

Lay foundation of understanding with key reporters and outlets

Create innovative angles to pique interest and generate coverage

Drive coverage through appropriate outreach surrounding annual meetings, summits and seminars

Monitor research journals and news events to leverage; take advantage of editorial calendars

Use op-eds and other controlled media or position pieces to keep news flowing and reinforce leadership position

Understanding Story Channels

Understanding the Media Media relations is not a spectator sport – being

proactive is key

Perception is as important as reality

Every encounter with the media is an opportunity to shape perceptions and deliver your message

Reporters Are Not Always Our Friends

Competitive (daily, weekly, monthly)

Surface more than depth

Short-term memory

Frequent turnover

Often change posts/beats

It’s a for-profit business

Meeting in the Middle Your Interests:

COVERAGE!

Positive, accurate reporting of key messages

Avoidance of negative news

Relationship so that future positive coverage is likely

Media’s Interests:

A good spokesperson

A balanced story that contains the newsworthy elements

Relevance to audience, but not “salesy”

Beat the competition

The WindupTo get the best results, research the

reporters and topics you want to pitch before you start

Step One: Set Goals Introduce a story?

Announce an event?

Establish a relationship?

Respond to environmental shift?

Make breaking news?

Opportunistic pitch?

Step Two: Assess Your News Determine the newsworthiness of the story

Is this headline news or sidebar material?

Can it stand alone or should it be folded into a broader context or trend?

Who does it impact and how?

Is this a unique announcement?

Does it involve conflict or drama?

Does it solve an existing problem?

Step Three: Research Who you are pitching?

The person?

The medium?

What are the key messages?

Competitive landscape

Overall trends in the industry

Recent events

Know your Topic

Gain a sense of the larger trends

Go to reporters with the whole story

Give them the full spectrum of the issue

Offer a range of people who are available for quotes or interviews

Know your enemy Know who is on the other side of

the issue

What are they saying?

Go to their Web site to get a sense of their argument and develop a counter-strategy

Step Four: Prepare for the Pitch Press release

Pitch letter

Pitch points

Facts, statistics

Quotes from experts

Analogy

Media advisory

Key messages

Backgrounders

Sources for additional information

Building a Compelling Pitch Letter

Opportunity to interest a journalist in your story idea

Persuasive, personalized and informative

Provides contact information for follow up and an offer for additional information

Types of pitch letters include grabber, didja know, problem/solution

Always follow up a pitch letter with a phone call

When Do I Pitch? Daily newspapers: Call early, deadline at 4 p.m.

Expected news, 1-2 weeks in advance

Special sections, 2-4 weeks

Weekly mags: 4-8 weeks ahead, but late breaking news can be worked in

Long-lead mags: 3-6 months ahead

Know what other current events are happening and make a connection

The Pitch

Avoid Pitching Cold

Talk your pitch through with a colleague or to yourself before you begin

Save the reporters you really want to reach until you feel comfortable with your pitch and have found your voice

Find Your Voice

Although it may be helpful to write down what you want to say, do not read straight from a script

Have a real conversation with the reporters

Sounding unprepared or unsure can shut down a reporter

Don’t Bury Your Lead Get to the point

Pitch calls should be brief and meaningful

Try to grab their attention in the first 15 seconds

Avoid Setting off an Argument in the Newsroom

Double-pitching reporters is a fast-track to trouble

There are often beat crossovers, especially at smaller publications

If you do pitch two reporters at the same paper be sure to say “By the way, I gave insert name here, your colleague this information as well”

Keep Careful Notes of Your Pitching

If you are pitching several reporters on a story, use your notes to keep track of who you called and what was said - this will allow you to follow up appropriately with each reporter

Keeping notes can help you revise your media pitching strategy if a pitch is not working

Cultivate Relationships

If there is a particular reporter you plan to contact frequently, place a call or send an e-mail to introduce yourself

Once you have made a connection, keep notes of tidbits from your conversation to ask about the next time you talk to them (e.g., just got a new dog, children are graduating, just returned from Europe, etc.)

Be Persistent

Do not leave voicemails unless you have to

You have not made contact until you have talked to someone on the phone or received a reply e-mail from them

Aggressive vs. Annoying

Avoid overwhelming the reporter with:

Excessive phone calls or e-mail

Too much information

Let the reporter know your plans to follow up:

“I’ll call you tomorrow, once you have a chance to look at the release.”

Possible Outcomes Voice mail

“No, I’m not interested.”

“It sounds good, but… ”

“Yes, that sounds interesting…”

If you have to leave a Voicemail…

Top line the story in 10 seconds

Leave your name and number

Two messages are enough, wait for live person

Wait for the human voice when the story is “evergreen”

Keep a detailed media log

“No, I’m Not Interested.” Ask your contact a few questions:

Are you the most appropriate person to contact?

What in particular are you interested in?

Is there a better time to contact you?

If the reporter is too busy to answer your questions, then simply say thank you and move on to the next call

If after getting answers to these questions you still think that your story is important, re-work your pitch, re-visit your key messages and pitch again!

“It Sounds Good, But…”

Reporters may need more time if they are busy or on deadline

If possible, call back later

Some reporters may want more time to develop an angle, follow up at a later date

“Yes, I’m Interested…” Find out what information you can provide

Keep your goals in mind

Work closely with the reporter for win/win coverage

Make sure your spokespeople are prepared

Confirm coverage date but roll with the punches

Monitor for coverage

My Message was Misinterpreted

Direct contact with the reporter Mention that you are attuned to his coverage and value working together; good

relationship-building tool

Don’t go to the reporter’s boss - be direct, polite and offer helpful information, to be available for further questioning and to give access to experts

Call to the producer With broadcast stories, visual images do not always correspond with the right

spoken word; so there is a potential for misunderstandings

If mistake was major, there is a chance that anchor will correct it on-the-air or rerun the segment

Email to an online reporter In many cases, factual corrections are posted immediately

My Message was Misinterpreted

Letter to the editor Considered a diplomatic response

In many cases, these are not printed, but if so, it may be weeks after error

Serious errors/omissions Evaluate whether to break off contact with the publication

A confrontational last resort: sue for libel

Direct communication with key stakeholders May help to undo the damage and inform appropriately, since the error has

already published

In Summary… There are no guarantees

Media are competitive

It’s a for-profit business

Dealing with many personalities

But, you can improve your chances for success

Develop messages/resources for your target

Timing is everything

Be thorough in your preparation

Pitch a Perfect Game

Always present yourself as: Knowledgeable

Assertive

Credible

Articulate

Passionate

Courteous

Responsive