No, says Jeremy Porter, who wrote a series of Smile & Dial tips for the Journalistics blog recently. They’re an excellent primer for anyone who’s brave enough to call.
When I worked in 20 years ago, we thought nothing of receiving phone pitches because we didn’t use email. People pitched either by phone, fax or snail-mail letter. Today, everything has changed and phone pitches have fallen out of favor with journalists.
But not with smart Publicity Hounds. Here are five more tips to keep in mind if you’re calling.
1. Don’t call on deadline.
If you’re not sure when deadline is, call the operator and ask. Or call the newsroom and ask whoever answers the phone, “When is the best time to call reporter Karen Phelps when she isn’t on deadline?”
2. Be considerate of the reporter’s time.
As soon as Karen answers the phone, ask, “Hi Karen, this is Joan Stewart and I have a story idea for you. Is this a good time to talk?” If not, she will say so. Ask her when you should return the call.
3. Pitch in 15 seconds or less
If you can’t pitch within 15 seconds, you’re doing something wrong. Write the pitch and practice it. But make it sound natural.
4. Think McDonald’s Happy Meal
My friend, Cleveland TV personality Connie Dieken, says all parents of young kids know there are four chicken nuggets in a McDonald’s Happy Meal. Deliver your idea in nuggets.
If your pitch is 15 seconds and the journalist asks for more, deliver the second nugget. If she asks you another question, deliver the next nugget, and so on. Don’t try to tell her the entire story as soon as you start talking.
5. Sidestep the gatekeepers
Here’s a really sneaky trick on how to get past gatekeepers. It’s used frequently by job-hunters who are trying to reach the decision-makers.
Simply call someone in another department at the paper. You might ask for someone in the advertising department, for example. When an ad rep answers the phone, you say, “I’m so sorry. I’m getting tripped up in your confusing phone system. I’m trying to reach health reporter Karen Phelps. Can you please transfer me?” The ad rep, who probably hates the phone system too, will feel sorry for you and transfer you.
Veteran PR pros have told me that even if they know a reporter prefers email pitches, they might call anyway, particularly if the pitch is strong.
What about you? What tips can you add to these about how to pitch by phone? What techniques have worked well for you?
More tools to help you:
A Simple 5-Part Formula for Delivering the Perfect Media Pitch and Hitting it Out of the Park
How to Tie Your Pitch to Breaking News and Make the Media Interview YOU
116 “WOW!” Story Ideas from January through June
103 Sizzling Story Ideas from July through December
Joan, great tips. It’s easy to forget the 15 second nuggets when you actually get through. And love the by-pass tactic – great for all sorts of sales calls. As usual, you always have the best advice. I’m still mining your ancient hardcopy newsletters for pure gold!
Its very true indeed. Especially the nuggets (15 sec) point. Its very important to learn to pitch in minimal time. Also, its difficult to get through to the person concerned when you have to pass through 10 other people under him/her. It will be great if u posted more tips relevant to the last one. Thank you.
#4 reminds me of the direct-response approach in marketing…
First you offer something of value to get your prospects to raise their hands.
Then you send them the freebie.
Then you promote your offer.
Then they respond.
You have to take them in sequential order. If you try to promote your offer up front, you scare them away. You have to know that they’re interested before giving up the whole enchilada!
[…] You'll come back to your work refreshed & more positive about the opportunities ahead of you.Here are 6 important tips to keep you positive & moving heading in the right direction toward su…initially. Keep asking & perfecting your pitch & you will finally listen to "yes" much more […]
[…] of you are facing your first phone pitch or need to brush up on your skills like me, check out this blog I found with a few great tips on doing a successful […]
[…] of you are facing your first phone pitch or need to brush up on your skills like me, check out this blog I found with a few great tips on doing a successful […]
Best of the tips: pitch in 15 seconds. Most reporters will know by then if your story can work for them — and everybody saves time!
Thanks for the reminder. Anything more than 15 seconds just wastes their time.