Before you pick up the phone:
Know who you’re pitching.
Do your research. Reporters have beats, but it’s not enough to just know what the reporters’ beat is. Look up past stories they have written so you know what they like to cover. If you can make it seem like the story you are pitching is tailored to what that reporter likes to cover, you will be more successful.
Even an environmental reporter has their preferences.
There are only two ways to find out what someone likes to write about—by reading them, and by asking them. If you haven’t already done this, don’t hesitate to just come out and ask, “Generally, how do you decide what you are going to write about? What kinds of stories are you and/or your editors looking for?”
Write your pitch and practice it.
Write down your pitch beforehand and have it in front of you while you’re on the phone.
When you’ve got them on the phone
The 4 “C”s – Connection, Context, Commitment, Catapult
As with many organizing calls, a good phone conversation is structured with the 4 “C”s. Calling a reporter is no different than calling a coalition partner or a new recruit: you are trying to build a relationship, develop their interest and understanding of the issue, get a commitment out of them, and make a follow-up plan with concrete actions and goals.
Keep it short
Reporters are usually working on multiple stories simultaneously so be respectful of their time. Ask them if they have a minute to talk, then get to the point in a polite manner or find out when would be a better time to call them back.
Tell a story
Telling news stories is like telling fairy tales. Think about how to make your story come to life. Who are the good guys and bad guys? How can you make it sound vivid and compelling? Instead of saying, “we have some folks who are working on stopping the construction of a new coal power plant,” try “We have a real David and Goliath story here—local community members who have taken on a company planning to build 11 new coal plants.”
Be ready to adjust
Think through several different ways you can pitch your story. Everything the reporter tells you is a clue, and you are the detective. If they say that they are not interested in covering the story, ask them what kinds of stories they are interested in covering, and figure out if you can bounce back with another angle that works for them.
You’re doing them a favor—you’re not asking for help
It’s easier to show them this when you know what they like to cover. Reporters need you, because you are the one who can give them the story they are looking to write. Make the reporter feel like you are familiar with their work and you are pitching them something that is right up their alley.
As soon as you have the reporters’ ear, they are already thinking about how they are going to get the story past their editors.
Reporters have to pitch stories to their editors. If you present a thoughtful, well-organized pitch, the reporter can often use the same pitch to pass the idea by their higher-ups. Hand the story to them—make it as easy as possible. Let them know what useful materials you can send. If it is a juicy story, think about giving them an “exclusive.” An “exclusive” story pretty much what it sounds like, you give the story to only one reporter. This is something that should be used rarely.
After the call
Be prepared and prompt
What materials do you have that would be useful to the reporter? What are you going to send them after you get off of the phone? What photos can you send them? What contacts or research can you get them? Send them anything you promised, immediately.
The Pitch Call
Phrases to use:
“Are you on deadline, or do you have a quick second?”
-shows them that you are considerate of their timeline, and you can make it quick.
“I saw that great article you did on X…”
“I wanted to give you the heads up on an interesting story idea…it seemed like it would be right up your alley.”
-this shows that you are doing them a favor, not begging them to help you.
At the end of your pitch, a good way to end is: “Does this sound like the kind of thing you’d be interested in covering?” If the reporter says no, that is a great opportunity for you to ask, “Well, what kinds of stories are you interested in covering?” and figure out if there’s a different angle that works.
Catapult: don’t forget to make a follow up plan. “Great, so I’ll send you X,Y,and Z, and the contact info for you to get in touch with A, B, and C. When’s a good time for me to call back and follow up with you?”
Some final tips about etiquette: