Εάν είστε επαγγελματίας του PR διαβάστε τις συμβουλές μιας έμπειρης τηλεοπτικής ρεπόρτερ για το πώς δεν πρέπει να κουράζετε τους δημοσιογράφους με λανθασμένες επιλογές για TV stories. Εάν είστε δημοσιογράφος παρακαλούμε επιβεβαιώστε ή διαψεύστε!
Τhe difference between a good pitch and a poor one is not the writing, it's the content. Many pitches are too long, not focused enough or lacking the right information. As someone who's had experience working in television, I know firsthand what a producer will consider and, more importantly, what they won't. Here are some tips that can make your pitch stand out from the crowd.
1) Know the show's content. As a reporter and producer, you have no idea how many times I had to say, "We don't cover stories like this." Producers constantly complain that PR people don't watch the shows they pitch, so make sure you're not one of them. Whether you have a medical, business, or consumer story, make sure you're pitching a show that covers these topics.
2) Pitch the proper producer. Do your research - even if the show covers your topic, you need to approach the right person. Don't pitch a medical story to an environmental producer, for example. If you don't know which producer to contact, don't be afraid to call first and ask.
3) Keep it short and simple. Two paragraphs are sufficient. Producers get hundreds of pitches, so a pitch that is short and to the point works best.
4) Disclose the client. This should be included in the first or second line of the pitch.
5) Include tips and topics. If you want your spokesperson to mention five tips in a segment, then list all the tips in the pitch. Your client's message can only be used in one of the tips. If the spokesperson will speak to a specific topic, then tell the producer what he or she can talk about. If there are props to be used in the segment, then list them. If it's a cooking segment, then put the recipes at the bottom. Be as specific as possible across the board.
6) Include the spokesperson's bio and picture. If your spokesperson has been on air or quoted in a publication before, list the shows and publications in the bio. A picture isn't always necessary, but producers often keep them on file with their list of experts.
7) Pay attention to the time you pitch. Talk shows tape at all different times, so know what time they tape or go live and don't pitch during that time or even an hour before. Trust me - if you pitch at the wrong time, you'll be remembered for the wrong reason.
Jean Ziliani, VP and senior media specialist on the New York media team, is a former TV reporter and producer who has won numerous honors, including two Edward R. Murrow Awards for Investigative Reporting, four Associated Press Awards and two Emmy nominations. Today, she uses her combined expertise from both sides of the media equation to share tips for making a great pitch.
(Πηγή: Ketchum, November 23, 2009)
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