Perfect Pitch: Getting It Right the First Time

Publicists are hired for any number of reasons. Sometimes, I think, it just sounds cool for VIPs to say, "Call my publicist . . ." That's what I would do if I had a publicist. But anyway, one of the reasons we're hired is so that we can be our clients' ears and eyes. That means we listen to radio and television shows we might not normally tune in to and read articles in magazine, newspapers, and online, piece that in our "free" time (who has that?) we'd avoid. It's critical really, because in order to get the attention of a producer/editor/writer/reporter we need to demonstrate that we're aware of current events. Why? Because these people are looking for experts who can comment on these events and the more closely aligned our pitches are to what we think a producer/editor/writer/reporter wants the more likely they're going to call us back.
    Plus, it's always good if you can peg what you're pitching to something you've seen in the news. Then it's not just about the service/product/person you're pitching. Let's take an example. Let's say you're client is, hmm, a women's fashion designer and you see a feature story about what Hillary has been wearing along the campaign trail. Or maybe, and even better, you pitch a story about Hillary's campaign wardrobe and in your email you strategically place a quote by your client giving the recipient just what he or she needs to consider a story. But you can't pitch the story if you haven't been paying attention and that means you know what color suits she's been wearing, what the pundits have been saying (and not saying), and what it all means to the voter.
    Okay, so this is just off the top of my head, but I think you get the picture: you can't just toss something out there without doing your research. Remember, one of things journalists have in common with us PR people is our lack of time. Time and contacts are our collective currencies, but we all have to be nimble and able to economize on the few hours we have to get things done. That means that whatever you send (and this is why the subject line in an email must be carefully composed) that first line has to grab the reader. Think of the famous Tom Cruise line in the movie "Jerry Maguire." He goes on and on about how he feels and Renée Zellweger's character says, "You had me at hello." You've got to have your journalist at "hello."