The Lifecycle of a Pitch

Media Relations PanelCincinnati PRSAOctober 18, 2005

Overview

Trends

Getting Started

The Pitch

Follow-Up

Q&A

Citizen journalists

New technology

Media fragmentation

Advertising is everywhere, 24/7

Trends Impacting Media Relations

Know…

yourself

the news

your story

your targeted media

Getting Started: Know it all

Is your story newsworthy?

“Who cares?”

The pitch planner: Key points to make Outlines process Sets expectations

The Pitch: Not so fast!

Make the pitch

Wait

Follow-up with value

The Pitch: Go for it

Reporter responds

Learn key facts

Outline next steps

Contact: Now the work begins

Identify best source

Create briefing document

Set up pre- and post- interview time

Briefing: Pre-interview

Media train, if necessary

• Think in soundbites• Focus on likability/credibility• Be confident• Listen carefully• Bridge to key messages• Make “the clubhouse turn”

• Practice, practice, practice

Interview: Just before the starting gun

Your role in the interview

Guiding reporter and interviewee

Post-interview briefing

Reporter follow-up

Interview: Game On

Best Case

Worst Case

No Case

Article Appears

Reporter follow up

Build on momentum

Merchandise it

Article Appears: Best Case

Reporter follow-up

Options

Source follow-up

Article Appears: Worst Case

Reporter follow-up

Options

Source follow-up

Article Appears: No Case

Review

Trends

Getting Started

The Pitch

Follow-Up

Q&A