THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #3: Pitching > Distribution

Let’s say you have a great pitch ready to go out to one of your favorite reporters…how are you supposed to put it in front of them? Well, if you don’t have a relationship with them yet, you want to find out by either (A) consulting a third-party database/service, or (B) sending them an email simply asking them how they prefer to receive communications. Option B is obviously a cheaper alternative. So, we recommend you find the reporter’s email address in the newspaper or on the website. Send him/her an email asking how they prefer to be contacted with a story idea (ask this FIRST…don’t just send the pitch) then follow their instructions.

Do this with every reporter you want to work with and practice what they are recommending. Also, be sure to follow their “rules of engagement” when it comes to following up on pitches!