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Get Your 15 Minutes of Fame
5 Secrets to Writing a Perfect Media Pitch
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
I don't do this very often, but today's tips are from author & TV
personality Lisa Daily who has done over 1000 media interviews.
That's no small accomplishment. Though we've been colleagues now
for several years, worked together, brainstormed projects, done
teleclasses in tandem, we hadn't met. I jetted over to Book
Passage, our local independent bookseller, to meet Lisa when she
was here a few weeks ago on book tour for her new novel Fifteen
Minutes of Shame.
Of course, she was supremely prepared, carrying her own poster that
she snapped up onto some handy foldable gizmo that turned out to be
a stand, had bookmarks to give out, was dressed elegantly and had
her talk down pat, and all before she had to jet to her next TV
interview scheduled (a bit too tightly) right after her book store
appearance. Here are some gems from her long-standing experience.
1. It's not about you.
You might have the most fabulous book, product or service on the
planet. But if you run around yakking about yourself, no editor or
producer is going to listen. If you want media attention, you must
position whatever you're trying to promote as part of a larger
story.
2. Pitch segments and stories, not products.
Your email subject line should read like a compelling TV or radio
teaser, or newspaper headline. For example: "Woman invents new
natural dog food" is not that interesting. But "Is your doggie
doomed to the drive through?" sounds more entertaining. Think story
or segment first, product second. Your expertise supports the
bigger idea, not the other way around.
3. Match your pitch to their show or publication.
Producers and editors create segments and stories, not
infomercials. If you really want to get on a show or into a
publication, study the types of material they cover and pitch them
in a way that matches their format and audience. The Wall Street
Journal is written for business people and the PTA newsletter is
written for moms. Don't pitch them the same way.
4. Make the writer or producer's life easier, not harder.
Your initial email should include your pitch, quotes they can use
right away, and all your contact info including your cell phone.
Your website should have downloadable photos, sample questions,
quotes, ready-to-use articles, etc. In other words, everything a
stressed-out writer or producer on a tight deadline needs to pull
together a story at 2 AM.
5. Be friendly, not testy.
It's easy to get defensive and annoyed when nobody is returning
your calls. But try to remember that reporters and producers aren't
purposely shutting you out; they're just trying to do their jobs.
Put yourself into their overworked, overwhelmed shoes every time
you contact them.
Check out Lisa's new book, Fifteen Minutes of Shame (Plume, April
2008) where America's favorite dating expert finds out her husband
is cheating while she's being interviewed live on national TV. Kept
me up reading until 3am when I should have been sleeping:
http://www.lisadaily.com
To hear more tips click here Lisa Daily and I go into more depth about how to pitch, what makes
you different, and ways to get media calls from your pitches
instead of you having to call them. We chatted up quite a storm!
If you want to absorb even more in depth information read the
transcript from a teleclass Lisa & I did on how to get Booked on
Top Radio Shows we covered:
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The fastest, easiest way to get a producer to book you today.
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The single most important place to send your radio pitch, and how
it can get you hundreds of interviews.
-
The biggest mistake rookies make, and how it can get you
blacklisted from every station.
Get the transcript where we discuss the above and more here.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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