Persuasive email pitching to journalists

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When I talk with journalists many of them groan at the thought of some of the approaches they have received from PR people trying to pitch news angles. From experience, I recommend the following actions for best results:

Prepare for the pitch

  • Prepare and use “pitch points” – a one page cheat sheet with client facts, background and important features.
  • Have two or three different story ideas in mind if the first one doesn’t work.
  • Know extra things about your client – human interest, etc.
  • Be willing to get additional information for the reporter.