Rule No. 1 there is no such thing as the when talking to a reporter or – “off record” photographer. Whatever you say can be used, whether you authorize it or not, so stick to your prepared messages. Many good reporters will make sure your private comments remain private. However, some may take advantage of information they get from any source. If you feel like being asked questions you are not you’re prepared to answer, simply tell them you will get that information to them later. The conversation you have with a member of the media can and should be friendly, not a conversation with a friend. about conveying information but it’s It’s simply about your organization while putting your organization in a positive light. Be aware that print articles or broadcast pieces are routinely posted online to the media outlet’s website. BE QUICK AND CONCISE Television and radio reporters, producers and assignment editors have just a few minutes to spend on the phone listening to a pitch. Make sure you have all the facts ready to go from the second they answer. Your pitch should include the 5 W’s: who, what, where, when and most importantly why the event is happening and why it – – matters. In other words, be prepared to clarify why the station should cover this story and explain the news value of pitching. what you’re ALWAYS BE COURTEOUS Media relations is about relationship building. Just like professionals in all other industries, media outlets are often short-staffed and their personnel are often and busy. If you are transferred to voice mail, keep it quick and concise but include all don’t details of the story. Make sure you do what they do tease the idea, and leave your – name and number. This will whet their appetite for a good story, and they’re more inclined to call you back than if they already have all the info in hand. THE PITCH Start with the basics: this is NAME with ORGANIZATION. Could you please tell me who I could “Hello, pitch a story to regarding (National Travel and Tourism Week, economic impact of tourism or you for taking my call. I know busy so keep it study)?” “Thank you’re I’ll brief…” The Pitch:
Rule No. 1 – there is no such thing as “off the record” when talking to a reporter or photographer. Whatever you say can be used, whether you authorize it or not, so stick to your prepared messages. Many good reporters will make sure your private comments remain private. However, some may take advantage of information they get from any source. If you feel like you’re being asked questions you are not prepared to answer, simply tell them you will get that information to them later. The conversation you have with a member of the media can and should be friendly, but it’s not a conversation with a friend. It’s simply about conveying information about your organization while putting your organization in a positive light. Be aware that print articles or broadcast pieces are routinely posted online to the media outlet’s website. BE QUICK AND CONCISE Television and radio reporters, producers and assignment editors have just a few minutes to spend on the phone listening to a pitch. Make sure you have all the facts ready to go from the second they answer. Your pitch should include the 5 W’s: who, what, where, when and – most importantly – why the event is happening and why it matters. In other words, be prepared to clarify why the station should cover this story and explain the news value of what you’re pitching. ALWAYS BE COURTEOUS Media relations is about relationship building. Just like professionals in all other industries, media outlets are often short-staffed and their personnel are often and busy. If you are transferred to voice mail, keep it quick and concise but don’t include all details of the story. Make sure you do what they do – tease the idea, and leave your name and number. This will whet their appetite for a good story, and they’re more inclined to call you back than if they already have all the info in hand. THE PITCH Start with the basics: “Hello, this is NAME with ORGANIZATION. Could you please tell me who I could pitch a story to regarding (National Travel and Tourism Week, economic impact of tourism study)?” or “Thank you for taking my call. I know you’re busy so I’ll keep it brief…” The Pitch:
94e9e623-60f7-48fb-861e-3e2107fb92bd-tips-for-pitching-2017.docx