SIX TIPS FORPITCHING TO REPORTERS

By Samantha Miller

As someone who used to write for a regional magazine’s website, I know a

thing or two about press releases.

Admittedly, many press releases were promptly deleted for being

long-winded or irrelevant.

To help PR representatives avoid a similar fate, here’s a quick list of

pitching Dos and Don’ts.

1. KEEP PITCHES SHORT AND SWEET

• Journalists are busy, so get tothe point quickly.

• If you have trouble condensing your thoughts, try the “invitation”

approach.

• Stick to the basics: What, Where, When, Time, and Price.

• You can include a more detailed description at the end.

2. PITCH TO THE RIGHT PERSON

• Do a bit of investigative journalism yourself.

• Sending information to the wrong person is a sure-fire way

to get your email deleted.

• Most websites have a masthead with department

titles and contact information.

3. DON’T CLOG A JOURNALIST’S INBOX WITH HIGH-RESOLUTION

IMAGES

• Journalists can receive hundreds of emails a day, and to make matters worse, server space can be limited.

• Don’t attach images unless a reporter specifically asks you to.

4. TAILOR YOUR PITCH TO THE PUBLICATION

• If you’re pitching to a regional publication, you better put a regional

spin on your press release.

• A Washington-based publication probably won’t care about a book

launch in Houston.

5. MAKE YOUR PITCHES TIMELY

• Give reporters ample time to write a story.

• Two-weeks notice is ideal for a daily publication, two to three

months for a monthly magazine.

6. PAY CLOSE ATTENTION TO SPELLING AND GRAMMAR

• One small mistake can taint a PR firm’s legitimacy forever.

• To avoid making spelling or grammatical errors, have a

second pair of eyes look over any press materials.

This presentation was originally published on our Voice Matters Blog.

To learn more about McKinney & Associates, visit www.mckpr.com

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McKinney & Associates was founded in 1990 with a commitment to social justice that has prevailed for more than 20 years. From

the beginning, McKinney passionately and skillfully practiced Public Relations with a Conscience for local, national and

international organizations involved in public policy and social advocacy. The firm has grown strategically, adding practice areas,

maturity and a strategic core to meet the needs of clients.