Not everyone has the skill, experience or courage to pitch to the press via phone. Here's a practical primer on how to pitch to the press without cold calling -- perfect for those who hate making or receiving phone calls.

1. 5 WAYS TO PITCH TO THE PRESS
that don’t involve a cold call
Sorry Wrong Number, 1948

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In case you thought pitching is archaic
68% of journalists surveyed
said their lives would be
harder without press releases
Source: BusinessWire 2014

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What goes into a good pitch
Preparation
• Successful pitches require research
• The phone call is usually the last step – can
be amazingly effective
• If you hate phones, these 5 methods are
part of the process

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Method 1
Shine a spotlight
on journos’ work

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The prerequisite
Actually reading what they
write
• Read  understand  share
• Use the platforms available to you
• Link to their work when creating content for
yourself or clients
• Reshare their posts on social media networks
• Quote them
• Requires that you know what’s going on out
there

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Method 2: Don’t just sit there
Be part of the conversation
Legally Blond, 2001

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It’s not enough to digest
Respond to their work
• Post your comments online
• Absolutely no selling
• Self-serving comments backfire
• Ask question(s) if they’re relevant
• Offer genuine insight
• Opinion is not insight
• No one’s interested in what you feel

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Method 3: Fine, write an email
Make sure it’s worth
reading

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If you’re dead set on email …
At least make it interesting
• Emails that are read:
• Get to the point in the first 3 lines
• Keep it to 1 screen; no hemming or hawing
• Prioritize the story and eliminate puffery
• Here’s a challenge: Replace all I’s with you’s
• ‘I thought I’d reach out to you’ = Instant delete
• No one’s interested in what you thought
• The story comes first; your interests second

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Method 4: Organize a face-to-face meeting
Still the best way to know the
person you’re pitching to
The Devil Wears Prada, 2006

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Cut through the clutter of all the other pitch emails
Ask the journalist out
• Coffee or drinks – Short and sweet
• Lunch/dinner: Too much time/commitment
• Interview them; ask questions
• Or: Introduce yourself during functions
• Go up to them after they speak at events
• Always offer a business card/ask for one
• Send a thank you email after meeting and
ask if you can be of help anytime
• Not all will connect on LinkedIn

12. ImageEvent, Images by Kim
Method 5: Write an old-fashioned letter
Because receiving
anything handwritten is
a luxury today

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Penmanship is so archaic, it’s actually cool
A handwritten note rocks
• Make sure your contact has a physical
address first
• A thank-you card is a memorable touch
• Use good stationery
• Crane’s note cards + a well-chosen stamp
• Enclose your business card
• Add product samples only if relevant
• Don’t send gifts

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To recap
Pitching via phone works but if
you’re not quite there yet …
• These 5 methods help the overall effort
1. Shine a spotlight on the journo’s work
2. Be part of the conversation
3. Write emails worth reading
4. Meet face-to-face
5. Send a handwritten note

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PART OF THE GLOBE RUNNER PROFESSIONAL GROWTH
SERIES
5 WAYS TO PITCH TO THE
PRESS THAT DON’T
INVOLVE A COLD CALLAlicia Kan
alicia@globerunner.com
globerunner.com