Pitching terminology: 8 TV news terms PR pros should know

During this talk, the professor asked about my pitching process. He said:

“It’s hard sometimes for students to grasp the concept when they don’t have something real they are pitching in class.”

I began by talking about my general process and then touched on a few things highlighted often in blog posts: Get to know the reporters and producers; do your research on what the publication and specific reporter or producer you’re pitching covers, etc.

Then I began to talk a bit about terminology.

Recently, I had a phone conversation with a reporter. I was pitching a few ideas, and I began to use terminology like “front the story” or “tape a look-live,” plus others. The reporter stopped me mid-sentence and said: “Whoa—you know the terminology? That’s impressive. I like how you’re thinking.”

I was kind of taken aback—torn between being excited that the reporter was impressed by my “pitch” and disappointed that other PR professionals must not be thinking like this or not choosing to use this terminology when working with broadcast reporters.