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Ithaca Public Relations
Most media outlets already have a cache of regular experts they call on.
But, they’re also open to new ones. Unless the outlet comes right out and
says “thanks, but don’t contact us again” a little gentle, occasional
persistence, combined with speed and timeliness is fine. Just don't go
overboard. More on that in future issues of The Insider.
BE QUICK AND BE TIMELY
Being a media outlet‘s regular “expert” on a topic most often occurs in
one of three situations. Breaking news, a planned event or activity, or a
regularly scheduled appearance/column. One of the keys to being asked
to offer your expertise is to be quick.
Breaking News….
Five hikers stranded on a mountain… temps tonight in the 20’s; Congress
votes to create a new business tax exemption; New report touts health
benefits of a certain exercise; Computer security experts say reports of a
super-virus are surfacing… etc.
Get your statement/tips out to the press as soon as possible and you’re
much more likely to get a call back with an offer/request for an interview.
Your tips/advice should be bullet-pointed, or written up in short
paragraphs of 3 to 4 sentences at the most. Journalists are moving
quickly to respond and need to be able to quickly assess whether your
tips/advice is/are relevant to what they’re looking for. Long-winded
paragraphs won’t cut it. Keep it to one page at the most and ideally less.
Be sure to include a bio of yourself outlining your background and
experience, at the end of your statement/tips/advice. Keep it to one long
paragraph of relevant expertise, don’t send your resume.
You can briefly mention your expertise in your opening paragraph, when
you explain why you’re e-mailing or faxing a newsroom.
Example:
Sue Smith, head of network security operations at Computer
Technologies Inc, and a computer virus expert with 10 years of
experience in computer/internet/anti-virus security, issued the following
security tips for computer users, following today’s reports of the new “total
destruction” virus that’s expected to strike in the next two days.
Tip/advice
Tip/advice
Tip/advice
Tip/advice
Tip/advice
About Sue Smith: Sue Smith has served as head of network security
operations for Computer Technologies Inc for 10 years, and has more
than 20 years of experience in the field of computer security. Smith’s past
employers in this field include _______, ________, ________ and ________.
Her duties and responsibilities include designing and implementing
network security systems such as firewalls, identifying and remedying
bugs and cracks in network security systems for Computer Technologies
clients, and monitoring anti-virus security networks for current and
potential virus, malware threats. Previous relevant experience and
responsibilities include _____, ________, and _______.
Insider Tip: You don’t need 20 years of experience. You can present
yourself as an expert with as little as 1 to 2 years of experience. Some
experience is always necessary, but being able to offer relevant
information and insight in a way the audience can relate to it is just as
important.
Planned Events and Activities:
Anything from monthly home sales, unemployment rates or other
economic indicators: to St. Patrick’s Day party ideas; graduation (or any
planned holiday) gifts; tax season; holiday recipes; summer travel and
vacation planning; back to school; national ______ day, week or month;
etc.
The key here is to think a week or two in advance for radio and television,
a month in advance for newspapers and websites, and 2-4 months in
advance for trade and special interest publications. Do your research to
find out who/which journalist typically covers the topic for the outlet The
information is typically available on the outlet’s website, which also allows
you to scan for articles similar to the topic you’re pitching, and determine
which journalists wrote them.
If you don’t have a relationship with the outlet you’re pitching, a quick
polite e-mail introducing yourself, offering a few tips and short bio is still a
fine start. Use the example above, as a guide. If you’re e-mailing, politely
ask the person to forward it to the appropriate person, in the event they
don’t cover the topic you’re pitching.
If you already know the journalist/reporter, or another one at the outlet
you’re pitching, use that relationship to make your pitch. You’ve already
got a foot in the door, so go for it, (in a business-like manner, of course!)
Phone calls are fine, and it doesn’t hurt to call in advance to find out who’
s the appropriate person to pitch. Don’t expect a reporter or editor to call
back if you get their voice mail. They simply get too many calls every day.
If you do get them on the phone, they’ll most likely be short with you. Don’
t take it personally… they’re simply very busy. Leave a brief message with
your name and number telling them you’ll be sending an e-mail, and then
send it in the next day or two. Depending on the size of the
publication/newsroom, gatekeepers can often be an excellent source of
information on who to pitch. Make friends with them.
Insider Tip: Avoid calling broadcast newsrooms before 9:00 a.m.,
between 11:30 and 12:30, or after 3:30 p.m. They’re totally focused on
their current newscasts at those times of day. Call between 9:00 and 11:
00 a.m. or 1:00 and 3:00 p.m.
Insider Tip: The Insider is already seeing magazine requests for experts
to offer advice on unique Mother’s Day gifts and summer travel, and it’s
only March. Again, think 2 to 4 months in advance for trade and special
interest publications.
Regularly Scheduled Columns/Guest Appearances
The same basic rules and pitch tactics apply here, as with planned
events/activities. The big difference is that there’s a lot of competition. If
you get turned down the first time, be patient and occasionally reach out
to the outlet if you’re still interested. Also, some trade and special-interest
publications will give preference to advertisers, unless they think you‘ve
got a great angle and no one else is coming forward. .
For print/web publications, plan to submit two or three columns in
advance for the editors to review. Since you’re ideally pitching a
publication/website you’re already familiar with, you’ve had a chance to
read previous columns they’ve published, and should have an idea of the
style the editors are looking for.
Insider Tip: Give serious consideration to whether you really want to
commit to writing a column on a weekly or monthly basis. This is an
investment of time and effort on your part, and once the “newness” wears
off, it can seem more like a chore than an opportunity.
THE BOTTOM LINE
Gentle persistence, patience, being quick, thinking in advance, and
navigating your way to the right person are the keys here. Take
advantage of staff directories on a media outlet’s website, read its online
columns, articles and news stories, for clues about whether it’s an
appropriate outlet for you to pitch. Act immediately in breaking news
situations, and pitch well in advance for planned events/activities. Don’t
expect calls to be returned, and don’t take it personally if a
reporter/editor/journalist is short and to the point with you on the phone.
Related articles:
Calling All Experts part one
Calling All Experts part two
Posted on 3/11/10
But, they’re also open to new ones. Unless the outlet comes right out and
says “thanks, but don’t contact us again” a little gentle, occasional
persistence, combined with speed and timeliness is fine. Just don't go
overboard. More on that in future issues of The Insider.
BE QUICK AND BE TIMELY
Being a media outlet‘s regular “expert” on a topic most often occurs in
one of three situations. Breaking news, a planned event or activity, or a
regularly scheduled appearance/column. One of the keys to being asked
to offer your expertise is to be quick.
Breaking News….
Five hikers stranded on a mountain… temps tonight in the 20’s; Congress
votes to create a new business tax exemption; New report touts health
benefits of a certain exercise; Computer security experts say reports of a
super-virus are surfacing… etc.
Get your statement/tips out to the press as soon as possible and you’re
much more likely to get a call back with an offer/request for an interview.
Your tips/advice should be bullet-pointed, or written up in short
paragraphs of 3 to 4 sentences at the most. Journalists are moving
quickly to respond and need to be able to quickly assess whether your
tips/advice is/are relevant to what they’re looking for. Long-winded
paragraphs won’t cut it. Keep it to one page at the most and ideally less.
Be sure to include a bio of yourself outlining your background and
experience, at the end of your statement/tips/advice. Keep it to one long
paragraph of relevant expertise, don’t send your resume.
You can briefly mention your expertise in your opening paragraph, when
you explain why you’re e-mailing or faxing a newsroom.
Example:
Sue Smith, head of network security operations at Computer
Technologies Inc, and a computer virus expert with 10 years of
experience in computer/internet/anti-virus security, issued the following
security tips for computer users, following today’s reports of the new “total
destruction” virus that’s expected to strike in the next two days.
Tip/advice
Tip/advice
Tip/advice
Tip/advice
Tip/advice
About Sue Smith: Sue Smith has served as head of network security
operations for Computer Technologies Inc for 10 years, and has more
than 20 years of experience in the field of computer security. Smith’s past
employers in this field include _______, ________, ________ and ________.
Her duties and responsibilities include designing and implementing
network security systems such as firewalls, identifying and remedying
bugs and cracks in network security systems for Computer Technologies
clients, and monitoring anti-virus security networks for current and
potential virus, malware threats. Previous relevant experience and
responsibilities include _____, ________, and _______.
Insider Tip: You don’t need 20 years of experience. You can present
yourself as an expert with as little as 1 to 2 years of experience. Some
experience is always necessary, but being able to offer relevant
information and insight in a way the audience can relate to it is just as
important.
Planned Events and Activities:
Anything from monthly home sales, unemployment rates or other
economic indicators: to St. Patrick’s Day party ideas; graduation (or any
planned holiday) gifts; tax season; holiday recipes; summer travel and
vacation planning; back to school; national ______ day, week or month;
etc.
The key here is to think a week or two in advance for radio and television,
a month in advance for newspapers and websites, and 2-4 months in
advance for trade and special interest publications. Do your research to
find out who/which journalist typically covers the topic for the outlet The
information is typically available on the outlet’s website, which also allows
you to scan for articles similar to the topic you’re pitching, and determine
which journalists wrote them.
If you don’t have a relationship with the outlet you’re pitching, a quick
polite e-mail introducing yourself, offering a few tips and short bio is still a
fine start. Use the example above, as a guide. If you’re e-mailing, politely
ask the person to forward it to the appropriate person, in the event they
don’t cover the topic you’re pitching.
If you already know the journalist/reporter, or another one at the outlet
you’re pitching, use that relationship to make your pitch. You’ve already
got a foot in the door, so go for it, (in a business-like manner, of course!)
Phone calls are fine, and it doesn’t hurt to call in advance to find out who’
s the appropriate person to pitch. Don’t expect a reporter or editor to call
back if you get their voice mail. They simply get too many calls every day.
If you do get them on the phone, they’ll most likely be short with you. Don’
t take it personally… they’re simply very busy. Leave a brief message with
your name and number telling them you’ll be sending an e-mail, and then
send it in the next day or two. Depending on the size of the
publication/newsroom, gatekeepers can often be an excellent source of
information on who to pitch. Make friends with them.
Insider Tip: Avoid calling broadcast newsrooms before 9:00 a.m.,
between 11:30 and 12:30, or after 3:30 p.m. They’re totally focused on
their current newscasts at those times of day. Call between 9:00 and 11:
00 a.m. or 1:00 and 3:00 p.m.
Insider Tip: The Insider is already seeing magazine requests for experts
to offer advice on unique Mother’s Day gifts and summer travel, and it’s
only March. Again, think 2 to 4 months in advance for trade and special
interest publications.
Regularly Scheduled Columns/Guest Appearances
The same basic rules and pitch tactics apply here, as with planned
events/activities. The big difference is that there’s a lot of competition. If
you get turned down the first time, be patient and occasionally reach out
to the outlet if you’re still interested. Also, some trade and special-interest
publications will give preference to advertisers, unless they think you‘ve
got a great angle and no one else is coming forward. .
For print/web publications, plan to submit two or three columns in
advance for the editors to review. Since you’re ideally pitching a
publication/website you’re already familiar with, you’ve had a chance to
read previous columns they’ve published, and should have an idea of the
style the editors are looking for.
Insider Tip: Give serious consideration to whether you really want to
commit to writing a column on a weekly or monthly basis. This is an
investment of time and effort on your part, and once the “newness” wears
off, it can seem more like a chore than an opportunity.
THE BOTTOM LINE
Gentle persistence, patience, being quick, thinking in advance, and
navigating your way to the right person are the keys here. Take
advantage of staff directories on a media outlet’s website, read its online
columns, articles and news stories, for clues about whether it’s an
appropriate outlet for you to pitch. Act immediately in breaking news
situations, and pitch well in advance for planned events/activities. Don’t
expect calls to be returned, and don’t take it personally if a
reporter/editor/journalist is short and to the point with you on the phone.
Related articles:
Calling All Experts part one
Calling All Experts part two
Posted on 3/11/10
| Ithaca Public Relations 159 Snyder Hill Road Ithaca, NY 14850 607-280-3840 info@ithacapr.com |
CALLING ALL EXPERTS PART THREE
Social Media Sabotage
Snail Mail Marketing That Works
The Key to Getting Press Coverage
Calling All Experts part one
Tiger Woods... Too Little Too Late?
Return to The Insider
The Advertising Philosophy
Shattering P.R. Myths
Roadblocks to Press Coverage
Toyota: The Next Tylenol or O.J.?
Return to The Insider
Calling All Experts part two
Press Releases 101
Press Kits That Get Attention
The John Edwards Media Disaster
Support Christopher's Campaign
Learn More About the I.P.R.
Proactive Approach... About Us
Find Out More About Our Services
The News is Not Always Good...
Crisis Control
Return to The Insider
Create a Website Press Page
Snail Mail Marketing That Works
The Key to Getting Press Coverage
Calling All Experts part one
Tiger Woods... Too Little Too Late?
Return to The Insider
The Advertising Philosophy
Shattering P.R. Myths
Roadblocks to Press Coverage
Toyota: The Next Tylenol or O.J.?
Return to The Insider
Calling All Experts part two
Press Releases 101
Press Kits That Get Attention
The John Edwards Media Disaster
Support Christopher's Campaign
Learn More About the I.P.R.
Proactive Approach... About Us
Find Out More About Our Services
The News is Not Always Good...
Crisis Control
Return to The Insider
Create a Website Press Page
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