Tons of articles and guidelines from colleagues and managers offer advice on how to pitch to media outlets.
What about the steps you ought to take in preparation?
Here are a few things you should do before grabbing the phone to make that pitch:
1. Mentally pitch.
As publicists, we’re never going to know the ins and outs of our clients’ businesses as deeply as they do, but we ought to know the selling points in a way that will connect with journalists. So, I have that phone call in my head before I ever pick up the phone.
Can I explain this clearly and succinctly? Am I pronouncing technical words properly? If I heard someone say this to me, would it make any sense? Can I explain if they ask, “What does word X mean?”
I can’t tell you how many times I’ve mentally pitched stories and thought, “You are not ready to get on the phone.” I’ll get halfway through my pitch in my head and forget the crucial next portion. I re-read key documents and go over the pitch until I have it down pat.
2. Prepare for objections.