5 media phone pitching tips

Despite how often journalists insist that they prefer email pitches, the reality is that unless you hit the phones your pitch will most likely vanish into a digital black hole. So, hit the phones we must. But let’s face it, phone pitching can be one of the most thankless jobs in PR. All those well-crafted and earnestly delivered phone pitches only ever being heard by an answering machine.

Then there are the out of date listings in the media guides, with wrong numbers or contacts that moved on a year ago. Or no listing at all for the journalist you need to reach. But sometimes we get through. We get the journalist on the line.

What then?

1. Thank them for taking your call

Start by thanking them for taking your call, even though you’ve likely called them unsolicited and just interrupted what they were doing. By expressing gratitude you’re acknowledging the value of their time and trying to quickly establish a connection. 

2. Acknowledge how busy they are 

We all know how busy journalists are and the pressure they are under to meet deadlines. So, the next thing to do is let them know you understand how busy they are. You can also add something like ‘I won’t keep you long’, or ‘I’ll keep this brief’. This lets them know you’re not going to drone on and on with useless information before getting to the point of the pitch. Again, you are acknowledging the value of their time and also conveying the importance of their role.

3. Ask them ‘Is now a good time?’

Just asking the journalist “is now a good time?” makes them more likely to give you a decent hearing. When you inquire about a journalist’s availability and wait for a response, you’re more likely to get a favourable hearing than when you just plough straight into your pitch without waiting and inquiring about their availability. At the very least you’ll get a call back time if they are too busy to take your call. 

4. Deliver them the headline

So far so good. You have them on the line, they are listening. You’ve got 30 seconds to sell them your story idea.

Deliver the headline.

I don’t mean literally ‘read the headline of your media release’ (but if your headline is well written enough give it a shot). I mean sell them the story in a short news bite like you’d see on their website homepage or hear in their news bulletin. Don’t expect the journalist to do your job and somehow divine the news gold from two minutes of verbal gravel. Deliver a tight news hook or angle.

5. Listen to them

Listen to what they say. Don’t interrupt, disagree or “evaluate.”

The journalist will tell you what they need and what will get the story up in their newsroom. 

Make brief acknowledging comments and repeat back the gist of what they just said, from their frame of reference. Ask questions that show you’ve been paying attention. Move the pitch forward, hopefully to that interview request or filming or photo opportunity. 

At Elevate Communication we pitch literally thousands of stories to the media each year. We’ll tailor your story to make it relevant to your target audiences and the media outlets that reach them.

Talk to us about your next media campaign.