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How to pitch the press (part 2): Four tips for breaking through breaking news
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World markets are in crisis. Feds plan bailout. Emmy winners announced. The first Presidential debate on Friday. Hurricane season continues to pose serious threats. Palin, Paulsen, and Pelosi. It’s tough enough weaving through daily ongoing media favorites of Brangelina, Britney, latest defenses and offenses from Obama and McCain, and the daily tracking polls. Obviously, some news events will require you to wait it out. They are so tremendous and impact so many people that any attempt on your part will be futile. But, when the time is right to to build visibility for your company, solution, or expertise, don’t be shut out of the headlines but become part of them. Here are four tips for pitching the press to help you break through breaking news.
#1. Letters to the Editor & Op-Eds. Whether you agree or disagree with a news story or how a news report has been covered – you can comment and make news yourself. Respond by writing and submitting Letters to the Editor (LTE) and/or Op-Eds to your local and national newspapers, websites, and weekly/monthly magazines. Both are ways to be visible during overwhelming coverage. Anyone can submit an LTE and Op-Ed and if you have a publicist they can call the outlets in advance and position your submission with anticipation. If your contribution is accepted for publication it is a great way to showcase your knowledge to business associates and the media. This is important because your published/posting writings make it clear to producers and reporters that you are informed and articulate on the topic. When they are in need of TV or radio guests or need to quote an exec on the topic they look for execs who are willing to take a stand and have a grasp of the subject. A published opinion can be very helpful in moving your industry leadership forward while increasing your visibility to additional media.
#2. Data & Stats. Opinons are great but data and stats are even better. If you have factual information based on historical or current info that is relevant or could be helpful or influential on a topic, event, or anticipated reaction, then use it. Provide the media with a format in a “news you can use” pitch or press release with the info clearly identified in numbers, dates, and references. If you don’t have any stats on hand but have a database in which you can quickly analyze or survey and collect then get it out there. Any information that is current and relevant will be invaluable to the media. Send it by fax, email blast or by phone pitch and offer up your company experts for interviews to provide context.
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