To Phone or not to Phone (pitch) The Media

July 12, 2011 Leave a Comment

You’ve come up with your story ideas and pitch angles, you’ve written your press release,  you’ve sent out the email pitches and you’ve placed your release on one of the paid wire services and… nothing!  Not one editor or producer has called  to interview you or write a feature on you.  You’ve done everything right and everything’s gone wrong.  What now?

Time to turn to that small hand-held device that blinks and buzzes and rings (in an endless variety of tones).  Yep, the phone.  While you could pick it up and see if that editor or producer ever read your emailed press release, I can already tell you that chances are 99.9% that your release was never read.  Don’t be discouraged, however. Instead pick up the phone and interest the media in your story, not to try and sell your product or service, but to offer the media a compelling story idea that appeals to them.  There’s an idea.

An effective phone pitch is rarely jazzy or funny (although it can be both) but one that is real and genuine. Your objective is to briefly and succinctly let the media know how and why this story idea will work for them and their viewers or readers.  It’s not the time to try to sell.  Be you when you present the story. It’s best to pretend as though you are not calling someone who’s in the media when presenting this pitch.  It’s important that your enthusiasm is evident in both your voice and your delivery.  You don’t want to sound like a salesperson but like someone who is truly interested in the topic and wants to share it with others.

Review your press release and  break it down into the most important bullet points.  When you’re doing the phone pitch you won’t have time to pitch the full release and you definitely don’t want to read a pitch verbatim  from your release.  You’ll sound like a robot, which will make you less believable.  But do use your bullet points from the release as an aid.  Have them  in front of you and let them guide what  you want to say.  Don’t insist on sticking to a scripted approach.  It’s a conversation and as with any conversation it will ebb and flow and have its own rhythm.

Come up with the most compelling aspects of the story and lead with those.  Introduce yourself and let the producers or editors know that you’d like to give them a story idea.  Be polite and respectful.  Before starting your pitch, ask them whether or not it is a convenient time for them to talk. If they say it’s not a good time, thank them and ask if you can email a release and call at a later date.  Find out when would be a good time, thank them and get off the phone.

If the answer is yes, start your pitch and keep it concise.  Remember you don’t have to tell your whole story.  You want to hit the highlights, the points that make it interesting. And you want to illustrate why this story is a great fit for the particular media outlet you’re pitching.    When to make your pitch, how to pitch national versus local and how to leave a voice mail pitch will be covered in my next article.

Copyright © Anthony Mora 2011

 

Filed under Build Your Business, business, Marketing, Media, PR Campaign, Press Release Writing, Public Relations Tagged with , , , , , , , , , , , , , , , , , , , , , , , ,

When & How To Call The Media

July 8, 2011 Leave a Comment

You’ve decided to give your PR campaign a real shot.  If you’re not in a position to hire a public relations firm or media consultant and are giving it a stab on your own, learn the ropes before moving forward.  It’s important to develop your story, write your press release, build your media list and send your release out to the appropriate media.  But at that point media follow up calls might be in order.  Review these tips before making your calls.  Remember producers and editors  are people like everyone else.  Some are fun and easy to get along with, others are grumpy and impatient.  They are all over worked and have little time for calls and story ideas that don’t really work for them.

Study each outlet before pitching.  Review your local morning and mid day TV and radio news shows.  They are always on the hunt for interesting stories, particularly those with a local tie in.  If you’re pitching national, make your pitch broader, tie it into a national story or illustrate how your story would be of interest to a national audience.  Present yourself as an expert who can address topics in your field.  Study the outlets and see what type of stories they feature and how they present them.  Have your pitches fall in line with those formats.

Write out your primary talking points before making the call.  Make your calls in the morning, since things begin to back up as the day goes on.

Depending on your story, give the media proper lead time before making the pitch and:

1) Be sure to clearly identify who you are.

2) Always ask if this is a good time to talk and if not if there is a time you can call back.  If they ask to call back, ask if it’s okay to email information.

3) If it’s a good time to talk have you’re pitch ready.  Offer a short concise overview of the story you’re pitching and what you would like from them.  You need to have a call of action here.  Do you want them to read more information, set up an interview, go to an event, what is your specific call to action?

4) Know your information before you call.  If the producer or editor asks follow up questions, be prepared to answer.  Anticipate what questions might be asked.

5) Ask if they need additional information, or if you can set up a time to do an interview.

6) If they need time to review your pitch, be sure and give them your contact number and information.

7) If you don’t hear back in a couple of days, call again.

If you get a “no” remember that just means that he or she isn’t interested at that time.  Don’t give up on your story.  Go back to the drawing board and come up with a different angle.  Remember they are not saying no to you, but to your pitch, so don’t take it personally.  Stay upbeat and know eventually, it will work.  Keep studying the media for stories that you can tie your pitch to.  The more timely and newsworthy you can make it, the greater your chances of success.

You might want to ask what stories they are currently working on and see if you can be of any help on that front.  If you’re not the right fit, maybe you know someone else who is.  If you can help the media you’ll be seen as a resource and find a way onto their rolodex.  This is all about building bridges and relationships.  Be persistent, but don’t come off as a pushy salesperson.  After a few calls you’ll find your voice and your own personal style.  Keep at it.  It will work.

Copyright © Anthony Mora 2011

Filed under business, Marketing, PR Campaign, small business, social media Tagged with , , , , , , , , , , , , , , , , , , , ,

Nailing A TV Interview

April 27, 2011 Leave a Comment

When launching a public relations campaign, it can be easy to get so focused on trying to land a TV interview that you forget to give any attention to how you’re going to handle the interview.  Print is usually the easiest in terms of how you look and carry yourself.  Those interviews are generally done over the phone.  You could be in bed in your pajamas for all the interviewer knows.  The same is often the case with radio.  If you’re calling into the show, the interviewer has no idea what you look like, what you’re wearing, and if you’re in your living room or the pool.  Another upside of those types of print and radio interviews is that you can write out cheat sheets that you can refer to.  In fact, you’re wasting a great opportunity if you don’t do that.  Write out a number of flash cards that each list a main point that you want to address, or list statistics, information or quotes that will make you sound quite brilliant, which is never a bad thing.

But, in the worlds of PR and media relations, TV is a whole different animal. Cheat sheets and pajamas are definitely out on TV interviews.  Well, you can try pajamas.  At least you’ll make an impression.

So, let’s say you’ve pitched your story to a TV outlet, the producer liked your pitch, she booked you on the show and today is your day.  First, congratulations on getting this far, now here is your TV media appearance drill.  To start, review your wardrobe and dress appropriately.  If you’re discussing a product or a book, you’ve made sure that you’re taking along some extra samples (you have already sent copies to the producer).   Give yourself plenty of time to get to the studio (keep in mind – if you’re late, you’re dead) and review two or three primary points that you want to get across during the interview.

Make sure you go over the basics as to your story and information, but remember TV is a visual medium.  With that in mind:

  1. Check yourself in a mirror before you go on camera. Is your hair in place? Is your tie crooked? Is your lipstick smeared? Give yourself the basic once-over.
  2. Remember, you don’t have to force the information; weave your points into the interview. If you spend your time forcing an issue, it will come out sounding strained and stilted.
  3. No slouching. Have good posture.
  4. Focus on the interviewer. The camera and crew is part of the furniture as far as you’re concerned.
  5. Start off with your most important information. Interviews can be very short. If you don’t lead with what’s important, you may have missed your chance.
  6. Breathe. People have a tendency to hold their breath when nervous, which only creates more anxiety. Remember to breathe.
  7. Smile. I’ve seen more media opportunities ruined by people who have refused to smile during their interviews. Looking grave does not make you appear more profound, it makes you look dull and somber.

These are the basics.  Prepare before you go on.  Get some media training.  Don’t assume you’re a TV natural.  Prepare for and invest in your media success.

Copyright © Anthony Mora 2011

Filed under Marketing, media interview, PR, PR Campaign, Public Relations, tv interview Tagged with , , , , , , , , , , , , ,

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