Uploaded byErin Fogg
Media Pitching 101
The document provides guidance on effective media pitching. It outlines a chronological process for pitching stories to media which includes assessing newsworthiness, determining appropriate targets, drafting a release and pitch, distributing materials, following up with reporters through calls and emails, and nurturing long-term relationships. The goal is to communicate an organization's value and accomplish strategic objectives through earned media coverage. Social media is also addressed as being driven by traditional press coverage.
Media Pitching 101
- 1. Media Pitching 101 Kathleen Russell & Erin Fogg Kathleen Russell Consulting
- 2.
- 3. Press Matters Earned Media= Legitimacy
- 4. Press Matters Earned Media= Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press
- 5. Press Matters Earned Media= Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press Social Media = Press-Driven
- 6. Press Matters Earned Media= Legitimacy ➡ Coverage Communicates Value to Funders, Constituents & Future Press Social Media = Press-Driven ➡ Tweets & Posts Often Link to Traditional Press
- 7.
- 8. Chronology of PR ✓Asses Newsworthiness
- 9. Chronology of PR ✓Asses Newsworthiness ✓ Determine Targets
- 10. Chronology of PR ✓Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release
- 11. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch
- 12. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List
- 13. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release
- 14. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!!
- 15. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup
- 16. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again!
- 17. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again! ✓ Once You Land Your Story (Feed Your Reporter)
- 18. Chronology of PR ✓ Asses Newsworthiness ✓ Determine Targets ✓ Draft Your Release ✓ Draft Your Pitch ✓ Develop a Solid List ✓ Distribute Your Release ✓ PITCH!! ✓ Email Followup ✓ Call Again! ✓ Once You Land Your Story (Feed Your Reporter) ✓ Nurturing Reporter Relationships
- 19.
- 20. Strategy & Goals Whatdo you want to accomplish - GOALS?
- 21. Strategy & Goals Whatdo you want to accomplish - GOALS? Is your story newsworthy?
- 22. Strategy & Goals Whatdo you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK?
- 23. Strategy & Goals Whatdo you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong?
- 24. Strategy & Goals Whatdo you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong? ➡ Who are your targets?
- 25. Strategy & Goals Whatdo you want to accomplish - GOALS? Is your story newsworthy? ➡ What’s your HOOK? Where does your story belong? ➡ Who are your targets? Draft Your Release & Pitch
- 26. Good Morning America Consumer Alert
- 27.
- 28.
- 29. Distribution Developing a List ➡ Know How & When to Use Contact Sources
- 30. Distribution Developing a List ➡ Know How & When to Use Contact Sources Distributing Your Release
- 31. Distribution Developing a List ➡ Know How & When to Use Contact Sources Distributing Your Release ➡ Email is Most Efficient & Effective (but not universal)
- 32. Insight & CA-EESI High-ValueTargets
- 33.
- 34.
- 35.
- 36. Pitching! Call Reporters Followup ViaEmail Call AGAIN!
- 37. Coming Home & FourLocal Networks
- 38. After You Land the Story
- 39. After You Land the Story Set Aside Adequate Time
- 40. After You Land the Story Set Aside Adequate Time Be a Partner to the Reporter
- 41. After You Land the Story Set Aside Adequate Time Be a Partner to the Reporter Establish Yourself as an Expert & Reliable Source
- 42. Nurturing Reporter Relationships
- 43. Nurturing Reporter Relationships Post-Deadline Followup
- 44. Nurturing Reporter Relationships Post-Deadline Followup Post-Story “Thank You”
- 45. Nurturing Reporter Relationships Post-Deadline Followup Post-Story “Thank You” Keeping in Touch
- 46. CJE & Dr. PhilShow
- 47. Questions! 1346 4th Street,San Rafael CA 94901 T415.459.9211 F415.459.9210 www.kathleenrussell.com