PRos in Training

Heart racing, palms sweating… no, you’re not having a heart attack. You’re pitching your first story as an intern or entry-level pro. Whew! it can be nerve wracking, for sure. Through a good process, you can feel prepared and confident in your delivery.

1. Know “why.” What’s the point of the media relations effort? What’s the big picture? How does this release, this pitch fit into what the client/company wants to accomplish? It’s ok to ask. You’re not just “smiling and dialing,” asking why can help you craft a better pitch, but also helps you understand the business of public relations and the media relations function.
2. Know the story. Understand not only the primary story, but all the potential angles. You may not be able to pitch the primary story to every editor (in fact, you probably can’t).
3. Create, refine and refine again your media list. An awesomely targeted and strategically refined media list is your golden ticket. This part is pretty freaking tedious, but it’s so important. Don’t let the tedium deter you. Tools like Cision and Vocus can help a lot if your organization has a subscription. If they don’t, there are a bunch of free or almost free tools… including your eyes and brain. If you understand the “why,” (see #1), you can be reading, watching and listening to the right sources and you’ll get to know who will be interested in your pitch. This takes time, so the computer-aided-search-tools are a nice boost, but don’t lean on them too hard. Know your organization’s industry.
4. Write the pitch. If you’re emailing it, make sure the grammar is pristine, the message clear and that it’s SHORT. If you’re calling, make sure the grammar is pristine, the message clear and that it’s SHORT.
5. Practice the pitch. Have colleagues read and listen to your pitch and give you feedback.
6. Make the call! (or send the email). But really, you’re going to have to make the call at some point, even if your first pitch is via email.

I asked my friends via Twitter what advice they would give to newbies and, boy! did they have advice. Check it out. And follow these super smarties – some are vets and some are newbies themselves.

@kmatthews Know who you're pitching. Don't force an angle that won't work for that person. Do your research.

August 25, 2011 12:48 pm via UberSocial for BlackBerryReplyRetweetFavorite

@Bookgirl96

Kathleen Schmidt

@kmatthews It is all about the subject line in an email. Without a good one, it will not be opened.

August 25, 2011 12:51 pm via webReplyRetweetFavorite

@JenJAshley

Jen J. Ashley

@kmatthews Keep the door open for future communications, regardless of how one opp turns out.

August 25, 2011 12:51 pm via webReplyRetweetFavorite

@mculpPR

Maria Culp

@kmatthews Calls: Have notes in front of you. Emails: Proofread! Keep track of who you've spoken to & about what.

August 25, 2011 12:50 pm via webReplyRetweetFavorite

@mculpPR

Maria Culp

@kmatthews When pitching: write out what you're going to say (literally word by word) and practice w/ someone prior.

August 25, 2011 12:39 pm via TweetDeckReplyRetweetFavorite

@JulieMa

JulieMa

@kmatthews ALWAYS be willing to learn. They will love to work with you more if you want to learn what they have to offer.

August 25, 2011 12:56 pm via webReplyRetweetFavorite

@jpitts

Jerica Pitts

@kmatthews be respectful, never act like you know everything and make your pitches interesting and personal to THEM!

August 25, 2011 12:54 pm via Twitter for BlackBerry®ReplyRetweetFavorite

@RACHELkoppes

Rachel Koppes

@kmatthews Plan ahead and do your research so that you can tailor your pitches to be more interesting/personal

August 25, 2011 1:03 pm via webReplyRetweetFavorite

@jenna_levy

Jenna Levy

@kmatthews Media relations. Ask yourself 'so what?' before sending news release, email or making phone call. Can't answer? Don't send.

August 25, 2011 1:53 pm via HootSuiteReplyRetweetFavorite

@behindthespin

Richard Bailey

@behindthespin @kmatthews don't read from a press release. Know your stuff. Be nice. Be helpful. But don't be over-friendly/cheesy. Be real.

August 25, 2011 1:55 pm via Twitter for iPhoneReplyRetweetFavorite

@KellysDavies

Kelly Davies

@timbe2 @kmatthews Be corteous and if youre calling them ask if they have time to chat. Also, remove "Intern" from your email sig. It works.

August 25, 2011 1:10 pm via webReplyRetweetFavorite

@ztzinthecity

Zachary Zimmerman

@behindthespin @kmatthews Pick up the phone.

August 25, 2011 1:56 pm via Twitter for iPhoneReplyRetweetFavorite

@jamescrawford

jamescrawford

See James’ blog, too.

@kmatthews don't let on that you're a newbie!

August 25, 2011 1:59 pm via Twitter for iPhoneReplyRetweetFavorite

@kevinkennedy320

Kevin Kennedy

For even more tips & advice, check out my Delicious tag on media relations. And I’d love to hear what you think? What would you add?