Pitching Reporters
     The following tips are for orally pitching stories to reporters.  Although the following tips are for soliciting immediate coverage, much of this advice applies to building on-going relations with reporters over the phone. Whether you are calling for an event, or calling to follow up on materials you sent to a reporter, you will want to consider the following:

• TO THE POINT.  If you don't know the reporter, you will have less than 30 seconds to get his/her attention. Get to the point quickly. Answer the question: "Why should this reporter be interested?" and tailor your pitch accordingly. For example, look into regional angles, the public health or the science angles of a story as opposed to a straight "environmental" pitch.
• PRACTICE.  Before calling the media, write out and practice your pitch on someone who is not a member of your organization to see if they understand what you are saying and think it is interesting.
• RESPECT DEADLINES.  Media calls are best made in the morning or early afternoon when most reporters are not on deadline. Always ask if the reporter is on deadline before you begin. If they are, ask when a better time would be to call. Exceptions to the rule are radio and TV talk shows. Call when the show is not on the air.
• BE DIRECT.  Tell the reporter why you are calling - "I saw your story on... and thought you might be interested in something my organization is doing about this problem," or "I'm calling to let you know about a new report on XXX."
• BE READY.  Have your talking points and the appropriate information in front of you, including statistics and spokesperson information so you don't sound disorganized. Be specific. Don't say, "We are doing interesting things." Instead say, "We have a new report that found higher levels of air pollution in the Cleveland metro area in 1999, than in the previous decade."
• RELATE.  Tie the story to something timely or newsworthy - "As you know, the U.S. Congress is considering cutting back on clean air regulations. If this happens, it will mean XX for (the media outlet's geographic area)..."
• TRUTH.  If you don't know the answer to a question the reporter raises, tell them that you do not know but that you will try and find out for them and call back.  Don't make up answers or speak off the cuff. Anything you say is on the record so choose your words carefully. Say something like, "I'm not sure about that. Is it alright if I find out and call you back?"
• BE FLEXIBLE.  If a reporter is on deadline and is brusque, don't let that shake you. It is essential in this situation that you respond courteously to their situation by offering to call back, ask when would be the best time to call back, find out if you can fax the information, etc. Others may be brusque even when not on deadline. Don't take it personally.
• YOUR INFO.  Offer to provide additional information and background materials. These should expand the portrait of your organization and its activities, as well as the positive role played by the entire sector.
• THEIR INFO.  If the reporter asks you to fax something, confirm their fax number. Many organizations change their fax numbers frequently. Follow up with a fax immediately.
• FOLLOWUP.  When not working on a same-day press briefing, make a commitment for the next step: set up an interview, send/fax follow-up materials, call the reporter back with more information after a certain time period, etc.
• TRY AND RETRY.  Share what is working about your media "pitch" - and what isn't working - with your colleagues. It may take a couple of calls to get your pitch down, and when you find what works, share it.
• KNOW YOUR STUFF.  Be prepared to have conversations with reporters who know a lot about the issue. If you finish your 30 second pitch and cannot answer reporters' inquiries, you won't be able to sell your story.  Reporters want to be sure you know what you are talking about. Remember that your pitch should be simple, interesting, short and clear. But, your knowledge should go to a deeper level.
• TRACK IT.  Keep a log with good notes about your press outreach. Record reporters' interests, key questions; note what the next steps are. Does the reporter want more information? Do you need to make a follow-up call in a few days? Record any follow-up activities on the log.
• ABORT? RETRY? FAIL?  If a reporter says no, respect it. Do not keep harping or bothering him/her about the same story or angle. No doesn't mean "don't ever call me again." It just means don't call again with the same pitch/story. Don't be afraid to call another time with a new story, a very interesting new angle, breaking news, etc.

Fielding Incoming Calls
     When receiving press calls, make sure anyone who may answer the phone is prepared to take careful messages. Get the name, number and organization calling, as well as their deadline. If you do not have the information right in front of you, do not hesitate to ask the reporter if you can call right back with some answers, someone to talk to, etc. Always remember: an imminent deadline should receive an immediate call back from the appropriate spokesperson.
     Have only trained people answer press inquiries. Don't let an untrained person field press questions. Have them take a very specific message, and have the right person call back.
     Also, when receiving calls, you may have the opportunity to try a new angle, or tell the longer story to further interest a reporter, or to get them to cover your side of the story more in-depth. Other reporters may call you looking for information to write a story when they are unable to attend.

Pitching Local Media
     Keep the goal of who to pitch in mind when you're reading your newspaper, watching local television news or listening to the radio. Keep track of the names and outlets (newspaper name and TV or radio station) where reporters that are covering wildfire issues. If there is a specific reporter who has covered fire safety issues in the past, this should be your first point of contact.
    If you cannot find who the right person to contact is, take time to research the Web site and find out who has written similar stories in the past. You can also call the news desk and ask to speak to an editorial assistant. The editorial assistant should be able to help you figure out who will be most interested in covering your story.
    View more on tips on pitching your local media from the California Fire Alliance here.

Leaving Messages
     Reporters are hardly ever at their desks - although your chances are best in the morning. Don't hesitate to leave brief messages for reporters outlining your pitch. You can do this more than once, but try not to leave more than two messages. Try to keep your pitch very short, ask them to call, offer to fax info, and say that you will call back. If you wait until you get every single reporter on the phone before giving your pitch, you may face an empty press event.

Sample Call Script

Hello my name is...and I am with (Organization). Is this a good time to talk?

(If they say yes continue on with the conversation)

I wanted to tell about a great event called (event name) that we have coming up this Thursday. 100 volunteers are coming out to help us clean up the local park. In addition (notable official or local celebrity) will be attending. We?d like to invite you to do a story on the event and if you like assist in cleaning the park.

(Here you may be asked to elaborate more on the event. You can include any vital dates and statistics)

I have additional information I?d like to send you. Would you prefer fax or e-mail?

Thank you for your time and consideration!

From the California Fire Alliance

The Media Pitch Letter

What is it?
A brief letter, almost never longer than one page, written to accompany press releases, media advisories or full press kits.

How is it used?
Pitch letters serve one purpose -- to pique the journalist's interest in your story. They needn't tell the whole story. Rather, they are "teasers" for the meat of your story angle.

What's it look like?
Regular business letter formatting is fine.

Sample Media Pitch Letter

CDC, Fight the Bite

Date

[NAME OF PUBLIC SERVICE DIRECTOR]
[TITLE]
[NAME OF STREET]
[STREET ADDRESS]
[CITY], [STATE], [ZIP CODE]

Dear [NAME OF PUBLIC SERVICE DIRECTOR],
The mosquitoes are biting ? and thousands of people could put themselves at risk of getting ill with West Nile virus (WNV). Mosquitoes carry the virus. A single bite from an infected mosquito can cause severe disease with life-altering consequences. The most serious are West Nile polio-like paralysis or West Nile encephalitis and West Nile meningitis (conditions that cause inflammation of brain or areas around it). These diseases cause neurological damage, and sometimes even death.

However, many people either are unaware of their personal risk ? or they are misinformed. This mosquito season [PEAK PERIOD IN REGION] you can create a positive buzz with accurate information about WNV. Protection is as easy as remembering to use mosquito spray outdoors and cleaning up places where mosquitoes breed.

While the action steps are commonsense ? they are essential to follow. Since 1999, nearly 17,000 cases of WNV have been reported to the Centers of Disease Control and Prevention. Thousands of the less severe cases are likely unreported. [STATE STATISTICS IF AVAILABLE]

[NAME OF PARTNER] is partnering with CDC to promote Fight the Bite, a public service initiative throughout [NAME OF STATE/LOCAL COMMUNITY]. We would welcome your support for this important program. By airing the enclosed PSA, you will deliver vital health care information to the community and play a major role in this local public health effort.

I will call you soon to offer additional information and discuss the various opportunities for you to become a Fight the Bite partner. In the meantime, please call me at [WORK TELEPHONE NUMBER], if you have any questions. Thank you in advance for your consideration.

Sincerely,

[NAME]
[TITLE]

*prepared from materials produced by Resource Media*