PR Pitching Tips Straight from the Source

We were lucky enough to get some pitching tips from the editors of the oldest newspaper in Florida, the Florida Times-Union. Read over these tips for successful pitching…and don’t forget to pass them along to your fellow public relations enthusiasts!

• Build trust. #1 – Don’t lie!
• What is the value of my pitch to the readers? Show that to the reporter.
• What not to say: “follow-up,” “On behalf of…”
• Do not send them something on Friday afternoon. They are preparing the paper for Friday, Saturday, Sunday and sometimes Monday.
• The BEST time to send a release and reach out is Tuesday at 10:30 a.m.
• One phone call is okay. Follow up e-mails are better. Your original pitch should be effective enough that a follow-up phone call is not necessary.
• No need for literary style in a press release. Give details and contact info. Keep it clean and to the point. Use bullets!
• Do not send out a release to everyone in the news room – they will not read it.
• Go to the website and figure out who to talk to.
• Be aware of who you are sending it to. Do your homework.
  Ex. “I notice you wrote about…”
• Relate your client’s need to the need of the paper’s target audience.
• Personalize the e-mail. Include background information on the reporter.
• Reporters do not prefer attachments. Write it in the body of the e-mail. Limit photos…attachments are too large.
• Sometimes appropriate to arrange meetings with editors, etc.
• Get to know the beat reporter who writes about the industry of your client. Ex. If your client is a hospital, reach out to the local health reporter.
• Make sure all your contact information is available to the reporter. Respond to them quickly if they need further information.
• Understand that the reporter can’t always give you a straight answer. They may not know for a while if they can write about it.
• If you want them to write about an event that is visually stimulating, they may just send a photographer if they can’t send a reporter.
• Many newspapers have a “Good News” feature on Saturdays or something similar.
• Be familiar with the outlet you are pitching to.
• Physically look at the website and newspaper to see where your story could strategically be placed. Ask the reporter and mention different areas/sections where it may fit.

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