10 keys to pitching your story and getting publicity

As news outlets keep getting crunched, fine-tuning your process becomes increasingly crucial

It’s the “Incredible Shrinking News Hole.”

If you’re working hard to get publicity, you are well aware that slashed news budgets, reduced staffing and the technology revolution are forcing us to change the way we pitch stories and interact with news decision-makers.

Though some things have clearly changed, many have stayed the same. Here are 10 essentials of the pitching process in 2010:

1. Love your story. If you don’t love your story, reporters won’t love your story. Be passionate about your pitch and content.

2. Go for remarkable. In Seth Godin’s book The Purple Cow, he writes that we have to step beyond simply looking for fresh angles with our products and services. The “purple snowflake” is the piece or approach that differentiates your pitch or press release from the crowd. It’s unique, special and intriguing. To get the attention of reporters, you must be remarkable. Think creative, think wow! There’s too much clutter and competition in the marketplace for anything less.