Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting Your Charity, Nonprofit Organization, Or Fund Raising Event"

Whether you are making a pitch over the phone or in person, whether to a newspaper or magazine journalist or a reporter or producer in the electronic media, there are fundamental rules to follow. To some extent, they coincide with universal rules that apply to all human relations-courtesy, honesty, respect, integrity-but some of them are relatively unique to media relations, such as the advantage of having a topic that grabs by the collar and won't let go.

Here are my ten commandments for pitching the media:

1) Underlying everything should be the five F's: You must be fast, fair, factual, frank, and friendly. These words spell credibility, a currency worth its weight in platinum.

2) Never be boring. Never.

3) Know the media you contact. Watch, listen, read.

4) Know your subject thouroughly.

5) Don't just take yes for an answer. Follow up. Follow through.

6) Always keep your temper in check and your composure cool.

7) Don't be intimidated in designing your pitch. You have to make the first move, or no move will be made. The media won't come to you.

8) Turn any nervousness to your advantage by emphasizing your genuineness, the fact that you aren't a slick, insincere salesperson.

9) Make yourself understood. Do not use jargon and technical language. You won't be making yourself seem less intelligent by doing so. Quite the contrary. Some of the most brilliant people I know speak with disarming simplicity.

10) Be prepared for a dialog once you've made your pitch. A simple "yes" or "no" is less likely than getting a series of follow-up questions from the journalist. This is an opportunity for you to expand on your case and build rapport with the person you're pitching to.

And the eleventh commandment: Keep a healthy, reasonable perspective. This isn't nuclear weaponry negotiation. Keep cool and have fun.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. http://GuerrillaPR.net

---

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More

Public Relations Primer, Part II: Five Dos

1) Package your story. Two critical elements will help you... Read More

Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources... Read More

Public Relations & Your Small Business

The practice of public relations is often misunderstood, thus overlooked... Read More

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

Culture As A Barrier To Communication

Each of us is exposed to people from other cultures... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

PR: Time For a New Playbook?

When your public relations results pretty much depend on whether... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Nows The Time To Get Christmas Media Coverage

Publicity seekers know that Christmas can provide a bonanza of... Read More

Media Exposure Validates And Legitimizes Your Business

Although repetition is extremely important, there are times when advertising... Read More

This is the Power of PR

The power of public relations is its ability to alter... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

The Three-Mile Radius

In last year's animated film Shrek II, a giant gingerbread... Read More

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More