Everyday Public Relations for Lawyers Weekly Tip: Pitching the Media

What does “pitching” the media consist of:

“Pitching” a reporter or producer in public relations is akin to throwing a ball to the batter to see if she’s going to hit it and, if so, how far. Even though the commonly known terminology is “pitching,” think of it more as the art of communicating and having a conversation. There is no single way to pitch the media. Under­standing some of the nuances of the media will help you become a better com­municator in the long run.

An important aspect to consider when reaching out to the media:

Be memorable – Reporters receive hundreds of calls, phone calls, e-mails and faxes every week, so it is important that your story stands out from the rest. Be familiar with articles that the reporter has written in the past and, if you can, tie one of them in with your pitch. Be specific and brief—this will show the reporter that you are not wasting her time.

For more important tips to understand when reaching out to the media, read Chapter 3 in Everyday PR for Lawyers. Excerpt from Everyday Public Relations for Lawyers, Copyright 2007. Furia Rubel Communications, Inc. To purchase the book, click here.