Getting you business featured in your local paper’s networking news section or in a trade publication is understandably perceived as a big publicity boon for the small entrepreneur. If there are no connections possible via your normal peer networking circles, what steps are noted as successful when “pitching” a journalist?

More importantly, are you prepared to answer the questions and provide the insights that will flag the reporter’s attention and give you credibility.

Marketing Sherpa does a great deal of the homework for you by regularly interviewing reporters to answer those questions and more. And no, there is no short cut or magic formulas, though there does seem to be agreement that picking the right reporter who would naturally have an interest in your product or service and giving them an angle or a story that “adds value” will save wasted efforts.
CommonSense PR offers the following summary, follow the link below for more:

* Deep knowledge of the industry your organizations is in;
* Good understanding of your organization’s business goals, and its communications and marketing goals;
* Strong understanding of the issues and trends that affect your customers;
* Knowledge of past and current coverage, biases and interests of the various journalists and bloggers covering the field (bias, meaning preferences, not necessarily prejudices);
* Awareness of any editorial schedules, deadlines, or date-specific editorial specials (check a magazine’s media kit for advertisers for tips);
* Research of any stated or widely-understood preferences for being contacted with pitches and product/service information (check the website for information on the “Contact Us” page, or refer to sources like Bacon’s database of journalists and media outlets); and
* The brevity and usefulness of the pitch.

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