Sometimes, pitches are excruciating.
The reporter’s name is incorrect. The sender has no clue what we do, or what subjects someone covers. Occasionally, the pitch is bland, boring, and part of a spray and pray strategy.
That, my friends, is where “hate the player, not the game” comes in.
Do your research.
The first thing you should do, before anything else, is research.
I worked in the media before. In fact, I worked at the very outlet to which I recently sent a pitch. It’s a huge corporation, spread across Canada. I did my research. I checked out the program’s website. I watched some of their previous clips. And I knew my client’s product inside and out.
Then, I reached out to a friend who was connected, in order to find out exactly who I needed to contact. This prep isn’t difficult. It takes a bit of time, but it’s not rocket science.