Approaching the Media

THE STORY PITCH

Avoid gimmicks in your story pitch, but do make it creative, interesting and most important, full of compelling information and reasons it should be covered.

The following step-by-step outline is recommended to help increase your chances of seeing your practice and particular areas of specialty covered by your local media.

Step 1: Is it news? Before you approach an editor or reporter, carefully review the information you’re pitching and determine if it’s new, informative, educational, unusual, thought-provoking or useful to readers, listeners and viewers.

Step 2: Present your story idea by using a:

• Pitch letter
• Pitch letter accompanied by a news release
• Pitch letter accompanied by story suggestions

(Also include a biography of yourself and practice, specialty, etc.)

News releases are most effective when you’ve already established relationships with your local media. They can be used for that initial contact to get the relationships started, but don’t use them as a substitute for phone and in-person (whenever possible) contacts.

If you plan to write a news release as part of your pitch it should:

• Be brief
• Answer the 5 Ws (who, where, when, why) and H (how)
• Open with a strong, attention-grabbing lead paragraph
• Be typed, double-spaced
• Contain your name and phone number for additional information

Step 3: Avoid gimmicks in your story pitch, but do make it creative, interesting and most important, full of compelling information and reasons it should be covered.

Step 4: Start follow-up calls to the editors and reporters who have received the materials no later than a week after they were sent. Be aware of media deadlines. If you happen to reach a reporter on deadline, ask when would be a better time to call back.

Step 5: Identify yourself up front, and tell the reporter why you’re calling.

Step 6: Be familiar with the materials you sent (and have them in front of you) so that when you reach a reporter, you can comfortably and succinctly discuss the information and answer any of the reporter’s initial questions.

Step 7: At the end of the conversation, ask the reporter if he or she plans to do anything with your information or story ideas at this time or if you should contact them lateer to discuss their intent further. Also, be sure to invite the reporter to call you whenever you might be able to comment on or provide information for other stories related to cosmetic dentistry, dental health, etc.

Step 8: After each phone call, enter the information into the media contact log sheet.

Continue to: Sample Pitch Letter

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