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Strategic Public Relations
Who to Pitch
Media outlets to pitch
Use your media list to determine whom to pitch at a
media outlet. Remember:
For newspapers and magazines, you’ll most likely pitch
the reporter who covers your issue. A note: when you’re
pitching a large newspaper in a major market, such as
the New York Times, it’s sometimes unclear which
reporter will be interested in your story idea. Try
pitching several at the same time. This is perfectly
acceptable as long as you tell each that you’re also
talking to others.
For wire services, such as your Associated Press
bureau, you’ll call the "daybook" editor or reporter,
depending on how the bureau operates.
For television, you’ll call the assignment desk
editor first and then the producer of a show.
For radio, you’ll call the news director of the
station.
If the media outlet you’re pitching has an online
division, and it probably does, call the online
reporters as well. Most online divisions have a separate
reporting staff.
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