A fellow entrepreneur posed a question to me earlier about pitching protocol and I thought it would be good to address it here.

The answer is – there really is no “right” way to pitch an outlet, but there are definitely several universal things you can do wrong. Each member of the media will have a preference as to how they want to receive your information. Unfortunately, we’re not always privy to their preferences and it make take some time to find out this information.

Here are some general rules that I follow when pitching:

1. Always be familiar with the outlet before sending them your pitch. It is essential to know: Have they covered this story before? Does your pitch follow their format? Are you identifying the right section of the magazine? The right hour of the morning show?
2. Write your pitch exactly as you see it fitting into the outlet. If I know that a specific TV show does 4 minute segments, I’ll write the pitch with the lead in, introduction of me, and my talking points. I also write what my visuals would be (remember TV is very visual!)
3. I usually email a pitch first, then follow up by phone within one week. Unless I personally know the media member I am pitching and their preference of getting info by email or phone ahead of time, I usually follow this format.
4. I only send samples when requested. For me, this saves time and money as many unsolicited samples go to waste. A great way to get products into the media’s hands is to set up deskside appointments – meaning setting an appointment with an editor/producer/writer to show them your product and accompanying information or letting them know about your “expertise.” More on desksides in a future post.
5. I usually only follow up three times with the media on one specific pitch. That means, after three follow ups you can be pretty certain if you’ve heard nothing that they are not interested at this time. Wait a few weeks and write up a new pitch with a new angle. Then start the contact again.
6. Pay attention to lead times. Magazines work 5-6 months ahead. TV sometimes immediate up to 6 weeks ahead. Radio and newspapers usually book pretty quickly. Don’t pitch a winter story if the magazine is working on its summer issue.
7. Subject lines of email – this is entirely my opinion – but I always get a better response if I identify what the pitch is. For TV, I always start with “Segment Idea – <<insert subject>>” If I’m pitching a specific section of the magazine I start the subject line with that section. Same thing with online outlets and newspapers.
8. Most importantly, you want to build lasting relationships with the media. Most of my relationships began with providing great segment ideas (or delivering a great segment as a guest) and they continue because I can continue to produce fresh, interesting content. Your goal should be to make their job easier – help them put together a great segment or article and you’ll be an indispensable resource!