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Strategic Public Relations
Pitching Overview
The idea of pitching a story to the
media can be intimidating, but it need not be. If you
have done your research, prepared strategic and creative
materials in line with your goals and objectives, have
ensured that your story is newsworthy, and are
contacting the appropriate reporters at the correct
time, you are all set. It may sound like a lot to
juggle, but at this point in the tutorial, you are
nearly there!
Should you Hold A Press Conference?
Many who are just learning how to work with the media
think that the best way to get story ideas or news items
to reporters is by holding a press conference. Not so.
“Placing” a story is another way to get your message out
through the media, and often more effective and less
expensive. (To determine which way is best for your
story idea, see Organizing a Press Conference). “Placing
a story” means successfully persuading a reporter to
write or produce a piece based on your story idea.
“Pitching” is how you go about achieving this.
Luckily, the media give us many places to go for news,
information, and entertainment—from niche cable
television programs that appeal to narrow audiences to
broadcast network shows that reach millions. So once you
know how to place a story idea, you have many
opportunities to do just that. Reporters are always
looking for good ideas for stories.
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