This is Part 5 in a five-part series titled The Art of the Pitch.

Part 1, Four Factors That Make for an Ideal Pitch, can be found here.

Part 2, Doing Your Pitch Homework, can be found here.

Part 3, Crafting the Pitch, can be found here.

Part 4, Sending the Pitch, can be found here.

The most important piece for any media relations campaign is the source itself. After all, what good is a carefully crafted pitch if the interviewee is underprepared? It’s often the job of the PR agency to make sure that the source being interviewed knows what to say, how to say it, and how to handle any curveballs during the interview.  Below are a few tricks that help to ensure your source is prepped and ready to go.

Opportunity Briefs

Opportunity briefs are summaries of the upcoming media opportunity that describe the focus of the interview, the media outlet, the journalist’s background and previous works, and logistical details such as time, location and estimated duration of the interview. Opportunity briefs serve to help give the source a better understanding of the Who, What, When, Where and Why.

Advance Questions

Some journalists are willing to provide questions in advance to make sure the source is ready to give the most detailed, organized answer possible. Questions won’t be available in advance every time, but it’s usually worth checking just in case. Knowing what will be asked is obviously a tremendous help.

Media Training

We could spend a lot of time covering what goes into media training and why it can be so important, but that’s for another blog entry. However it’s worth discussing that media training can be an essential exercise for interview sources, especially if they are inexperienced in dealing with the media. Just like any other skill, practice makes perfect. Media training sessions may cover different things depending on the type of interview – is the source going to be on camera, or speaking by phone? Will there be a press conference? Sometimes media training might be geared toward a specific interview on the horizon, while other training might focus on general preparedness. Either way, it can be an invaluable tool for helping a source feel comfortable and ready to handle the upcoming situation.

This is Part 2 in a five-part series titled The Art of the Pitch. Part 1, Four Factors That Make for an Ideal Pitch, can be found here.

Know the Subject

In order to create an effective media pitch, a PR practitioner should know the industry well enough to know why this particular pitch is relevant.

“This could have a major impact on the industry” by itself is probably the biggest cop-out you can have in a media pitch. It suggests that the PR person hasn’t done enough research to know what impact, if any, there might actually be. Show, don’t tell, is a common theme used by journalists, and it should apply just as well for PR practitioners. Does the story you’re suggesting change legal precedent? Make us safer? Provide a new or better service to society? Improve upon an existing product in a meaningful way? General platitudes about “impact,” “shakeup”, and “trends”, without explanation or elaboration, will get you nowhere.

Know the Media

It’s not enough to know the industry – you’ve got to know the media that covers that industry. What outlets have covered this subject before? Which ones have done the best job? Is there a specific beat reporter, or should you go through an assignment editor?

Some publications allow contributed articles; some do not. Some have daily deadlines; others plan stories for weeks or more. Has the story you’re pitching been covered to death already? These are highly relevant details that should help shape your outreach.

Know the Journalist

Part of the PR professional’s job is to put him or herself in the shoes of the journalist. Make sure you’ve got the right contact before firing off that email. Try to avoid the “shotgun” approach in which you simply replace the name at the top and blast out a pitch to 100 people. Have they covered this issue or service before?

Customize. Empathize. Humanize. This approach may take longer, but it will likely yield better results.

Part 3 of The Art of the Pitch will be posted next week, in which we’ll discuss “Crafting the Pitch”.

This is part one in a five-part series titled The Art of the Pitch. Join us each Friday from May 4 through June 1 as we discuss successful media outreach strategies. 

Just as advertisers try to “pitch” consumers a message they hope will resonate, public relations professionals pitch journalists with suggestions for stories, on behalf of their clients. But not all pitches are created equal, and it helps to understand what circumstances create the most favorable conditions for eventual media exposure.

For our purposes, let’s assume you’ve got a fully-prepared spokesperson ready and available to do an interview . All you need to do is secure and arrange the opportunity.

#1 – Business Relevance

The most vital step in any media relations program is to consider what kinds of coverage make the most sense from a business perspective. Coverage in the Baltimore Sun likely won’t do much good for a business that operates solely in Seattle, for example, nor will coverage in a consumer interest publication for a B-to-B manufacturer. If you want to sell more widgets, focus on the media whose audience may be interested in those widgets.

#2 – Current Events

News, by definition, is the reporting of a recent event.  Journalists need sources to comment on these events, so the more you can match the needs of your source to the needs of the journalist, the better it is for everyone.

General, how-to stories work well enough, but the most successful pitches address a current event and provide a source for commentary.

#3 – Source Expertise

This one may seem obvious, but it’s worth considering for a moment whether the topic you’re pitching aligns with the expertise of your spokesperson. Sometimes PR people get a little trigger-happy with the media relations before doing due diligence with the source, and that’s a mistake. For example, with our law firm clients we are careful to check that a certain case or court ruling is something they’ve been following, and could speak about with authority.

The last thing you want is to secure an interview with a journalist, only to have the source decline because they’re not familiar with the subject.

#4 – Timeliness

The world of public relations revolves rapidly. What’s hot today is old news by tomorrow. Media deadlines are short, so timely outreach is vital. PR departments (and their agencies) need to pay close attention to what’s making news (or better yet, what’s likely to be making news in the near future). Make sure that your spokespeople are available and not, say, taking a cross-country flight in the next few hours after pitching an interview. Journalists won’t wait.

This is a bird’s-eye view of four critical elements that make for an ideal media pitch. Part 2 of The Art of the Pitch will be posted next week, in which we’ll discuss “Doing Your Pitch Homework”.