Tips on Pitching Bloggers

  • Pitching bloggers is the same as pitching journalists - it's all about targeting and building a relationship.
  • Do your research. You can find bloggers who are writing on your topic or subject at Technorati and All Top.
  • Read the blogs thoroughly to understand which ones could be good for you to pitch.
  • Before you pitch, you want to build a relationship.
  • A good place to start is by replying to blog posts. Stay on topic and don't start pitching yet.
  • Wait a couple of days after replying to a blog post and then contact the blogger with an introduction. Just introduce yourself - again don't pitch yet. Tell them who you are, that you've being reading their blog and why you are contacting them.
  • Ask the blogger if it would be okay for you to send him/her items which you think they'll find useful.
  • If you have an item that ties into a recent blog post make sure to mention it.
  • Once you gain that permission, it's absolutely critical that you stick to targeted pitches that you think will interest them to maintain their trust.
  • If you start sending off-base pitches, you'll find your emails being blocked and you'll lose that blogger forever.

Three Important Tips for Communicating in a Crisis

  1. The first thing you need to do when you make the news is to get ahead of the story - manage it before it manages you.
  2. Key messages should follow the 3/27/9 rule. Three messages with a total of 27 words that you or your spokesperson can deliver in nine seconds - the usual length of a sound bite on the news.
  3. Your key messages should acknowledge what the problem is and how it happened, show empathy for any victims and say what action you are taking to solve it.

Pitching the Media

  1. Do your homework. Keep up-to-date media lists and know your media outlets. It's best to target your media list for each pitch.
  2. Target your story to an outlet that covers stories like yours. Pitches that tie in with current stories are what news outlets are looking for.
  3. Contact the media only with newsworthy story ideas and in advance of any events. Ask yourself does it pass the "who cares' and "so what" test?
  4. Keep it short and enticing and give the reasons it would interest readers or viewers.
  5. Know the best times to pitch your story (i.e., mid-mornings are best; Mondays and Fridays are not good days to pitch or follow-up).
  6. Know your story and anticipate questions.
  7. Send background materials immediately following contact.
  8. Be available. Make sure you are available to take journalists' calls if they need more information or want to check a fact for accuracy.
  9. Always work within a reporter's deadlines.
  10. If it's a really good story, pitch it as an exclusive to the biggest media outlet in your area.
  11. Build relationships with the media. They are much more likely to listen to a pitch from a source they know and trust.
  12. Take "no" for an answer. Don't pester the media to run your story it only alienates them. If they're interested they will call you.

Tips for Dealing with the Media

  1. Be relaxed: If a reporter calls to interview you, remember they're calling you to discuss a subject you know well - your organization or field of expertise.
  2. Do your research: When you call a reporter, be familiar with his/her media outlet so you will understand the type of story they might want.
  3. Be courteous: When speaking to the press, be professional, friendly, enthusiastic, assertive, and concise. Don't be aggressive.
  4. Be accessible: Always make yourself available for media interviews to increase coverage.
  5. Be prepared: Have your information in front of you. If asked technical questions, give brief answers - in layperson's terms.
  6. Return calls: If a reporter calls while you're out, be sure to return the call promptly.
  7. Answer all questions: If a reporter asks a question which you can't immediately answer, tell them you'll get the information and get back to them as soon as possible. And then do.
  8. Respect deadlines: Ask if a reporter is on deadline for the information you'll give them, and respect that deadline. For example, if a reporter asks you for more information such as statistics, photos, reports, make sure that you get these to them promptly.
  9. Build relationships: Even though you both know you're after publicity for your business, do not mention this. Your offer of information and/or a story idea is to help them serve their readers or audience. Reporters usually credit their sources, if not; use the opportunity as a first effort to build your reputation with the media. Eventually it will pay off.
  10. Do your part: If a television or newspaper reporter wants to photograph you in your office with a client or customer. It's up to you to arrange a client or customer for the photo and make sure you have their permission.

Preparing for a Media Interview

Whether it's TV, radio, print or online, most requests for interviews begin with a telephone call. The moment the call comes in, that's your chance to take control of the situation.

Before agreeing to a media interview, ask the journalist:

  1. What's the purpose of the interview and when will it be aired, printed or posted?
  2. What's the focus of both the interview and the story you're preparing?
  3. Will the interview be face-to-face or by telephone and how long will it last?
  4. Will it be taped?
  5. Who is your audience? (if it's not a mainstream media outlet)
  6. Who else are you interviewing for this story?
  7. What is your deadline?
  8. What is your phone or cell number so I can get back to you?

Now you have the time to get ready:

  1. Gather the information you need.
  2. Decide what you want to say and how you will say it (your key messages).
  3. Rehearse.
  4. Have the interview agenda, key messages and other information you need in front of you when you return the call.

Eleven Things to Remember When You are Being Interviewed

  1. A journalist isn't your friend or enemy. A reporter is a professional "gatekeeper" to the public. Always speak with the public in mind. Don't expect that a reporter will put your interest ahead of the story or emphasize your perspective.
  2. A journalist is never off duty. Be careful even in casual remarks. Never say anything you wouldn't want to read in the newspaper, on the web or hear on the air the next day.
  3. Prepare: Develop the points you want to make. These are your key messages. Keep them positive, short and easy to remember. Memorize them.
  4. Anticipate: Expect to be asked the difficult questions and use your key messages.
  5. Answer first: Answer the question honestly and briefly, then move logically to the key message you want to make. Even if the implication of the question is negative, answer it and move on to your point.
  6. Always answer the question: Answer questions truthfully. If you do not respond, (i.e., no comment), you will seem evasive and give the impression you've got something to hide. Say instead, "I can't speak to that because." and give a reason.
  7. Emphasize your key messages: Reinforce you main message with simple phrases such as, "the key point is." or "most importantly." Repetition is another way to communicate your message.
  8. Speak in personal terms whenever possible: Using personal anecdotes to illustrate your point is the most effective way to communicate your message.
  9. Avoid jargon: Don't use technical terms. If you have to use them, explain them clearly.
  10. Metaphors and analogies: Provide comparisons and examples that bring facts and figures to life (i.e., one in four people will suffer from this disease in their lifetime; we are the only organization to have won this award three times in a row).
  11. Prompting: You can prompt the next question you want asked by ending your response with a "cue."
    For example: "We've done something no other organization has been able to do."
    "And that's just one of many possibilities."
    "Just think of all the ways people will be able to use this."

Media Interview Do's & Don'ts

DO

  1. Be aware of the reporter's audience.
  2. Be friendly and polite.
  3. Be honest.
  4. Be helpful.
  5. Be patient. Good media relations take time and effort.
  6. Be accurate. Every name, fact and figure must be right.
  7. Remember, a reporter works for his employer, not yours.
  8. Be prompt.
  9. Be fair.
  10. Be thorough.

DON'T

  1. Use jargon.
  2. Lie. Ever.
  3. Say no comment.
  4. Lose your temper.
  5. Expect miracles.
  6. Demand.
  7. Assume you have any control over the editorial content of a story.
  8. Exaggerate the importance of your news.
  9. Blame a reporter for his company's policies.
  10. Give up.

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Speechwriting Tips

  • Use plain language - a speech is a conversation so keep sentences short (about 20 words) and simple.
  • Be precise and concrete - avoid unnecessary adjectives, flowery language, jargon, and clichés.
  • Avoid passive sentences.
  • Build emotion and interest - use rhetorical techniques (metaphors, antithesis) to drive home your point.
  • Use humor - maintain interest and put the audience at ease.
  • Use quotations and anecdotes - add interest, build credibility and elevate tone.
  • Make numbers and statistics meaningful (i.e., increased funding will help families).
  • Write out foreign names or phrases as they sound.

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