PITCH PERFECT: THE ART OF SUCCESSFUL PITCHING
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1 PITCH PERFECT: THE ART OF SUCCESSFUL PITCHING JODI FLEISIG Senior Vice President, Media Strategy & Relations Porter Novelli PR Former CNN Sr. Executive Producer
2 WELCOME TO MY WORLD
3 WELCOME TO MY WORLD
4 HERE COMES THE BOOM
5 SPARK YOUR PASSION
6 HOW MEDIA WORKS
7
8 CROWDED MEDIA MARKETPLACE Several 24/7 cable news networks 1,097 broadcast affiliates (network/local channels) 90+ social media sites 15,330 radio stations 1,330 newspapers, 7,289 magazines
9 SOCIAL MEDIA NEWS SITES News = Facebook, Youtube, Twitter, Instagram 30% get news from Facebook Video exploding on Instagram, Snapchat, Periscope, Fusion, InstaVid
10 National Local, regional print and TV Trade, business Social media, bloggers TYPES OF MEDIA YOU ENGAGE WITH
11 HOW FAST IS THE NEWS CYCLE?
12 NEWS WHO DECIDES?
13 WHAT IS NEWS? MEDIA PERSPECTIVE New Visual How many affected? Timely Different Provide solution Target audience Great Characters Emotional impact
14 WHAT IS NEWS? CLIENT PERSPECTIVE Product, Package Flavor, Color Campaign, Service Technology, Innovation Approach, Strategy People/Management Website Sponsorship, Cause
15 HOW DO YOU BREAK THROUGH THE CLUTTER?
16 HAVE YOU EVER BEEN IN ONE?
17 WHAT IS THE MEDIA LANDSCAPE? Insert yourself into larger national issues Election-related: Obamacare, Taxes, Education, College Tuition OSU Shooting Coverage spikes during key awareness days Media care about your local advocacy, angles
18 PITCHING YOUR STORY TO THE MEDIA
19 CREATE A COMPELLING STORY
20 DO YOU FEEL IT?
21 People will forget what you said. People will forget what you did. But people will never forget how you made them feel. Maya Angelou
22 Story Messages Target Audience Results: B cast or Publish What s In the News? Follow-up PITCH PERFECT Send to Reporter, Producer Write, Tweak Pitch
23 WORKING WITH REPORTERS, BUILDING RELATIONSHIPS
24 Pitch Better, Pitch Stronger: Jodi s Top 10 Tips 1. Build relationships, connections 2. Spend time in a newsroom 3. Do your research 4. Introduce yourself, esp. if you re a fmr journalist. 5. Comment/tie into a story she s written 6. Be relevant news, trends, media landscape? 7. Offer content: Infographic, new study, meat on the bone 8. Offer an Exclusive 9. Write leads, teases Show them how to use video 10. Short and sweet 11. Pitch people, not products 12. Break ALL the rules!
25 THE ART OF THE PITCH LETTER
26 WHAT ARE YOUR STORY S 3 MAIN MESSAGES?
27 WRITING A PITCH LETTER GREAT subject line GREAT lead: Don t bury it! What s your hook? GREAT first paragraph, relevant QUICKLY! Inverted Pyramid pull me through Bullets Resonates with their readers? Your community? Call to action?
28 YOUR PITCH Dear XX, Umbrella lead with ask Background/details/fast facts with bullets Call to action Let me know if you re interested Name & contact info
29 JAMES DAO, NY TIMES REPORTER I'll be honest: for every 100 pitches I get, I discard about 99. And that s partly because they are bad pitches, but it s also partly because pitches are about promoting a company or an organization or a product. and no matter how worthy those things may be, I instinctively recoil from stories that are mainly about promotion. That doesn't mean I'll never do a piece about that is brought to me by a PR firm. But it better start with an interesting narrative. Or a unique way into a running news story. Stories about veterans doing nice things that are also being done by 10,000 other veterans: deleted. Pitches sent by PR pros who clearly never read me or even The New York Times in general: deleted. Pitches built around Veterans Day or Memorial Day or Pearl Harbor day or Mother's Day: deleted. I write about veterans all the time. A close reader would know that. And it should be the job of a good flak to be a close reader. And demanding a response to an unsolicited pitch, especially a bad one? Into the spam filter. Ha -- I didn't mean to get so crotchety. But I view most pitches as spam. That's just me. But smart ones will at least get a read.
30 FOLLOW-UP: & FIRST CALL
31 MEET THE JOURNALIST Often Type A personalities Need to be first, where the action is Constant deadline pressure Often overworked, underpaid, sleepdeprived Crazy schedules nights, overnights, weekends, holidays As newsrooms get more complex, demands get tougher
32 KNOW-IT-ALL KNOW-NOTHING SIDE-TRACKER Compete Become antagonistic Play to ego Ask questions Discuss complex topics Tutorial Provide the basics Use nuggets Meander Answer hypothetical questions Focus Use training techniques HOW TO DEAL WITH PERSONALITIES
33 AVOID THE JARGON
34 Do your homework. Talk to your local reporters. Make connections. Write leads and teases. Pitch people, not services. 5 FINAL TIPS
35 THANK YOU
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