From David Pogue, keys to pitching him and other journalists

Essential dos and don’ts for PR professionals

Pitching a journalist is a lot like auditioning for Broadway.

That’s how David Pogue, technology columnist for The New York Times, described the challenges PR people face when pitching journalists.

During his recent Ragan PR Daily webinar, he offered an anecdote to illustrate his metaphor.

As a former Broadway conductor, he’s seen hundreds of starlets audition for shows. He’s also played music for voice teachers and their students. In the webinar, Pogue recounted the plight of a short, stout woman with a beautiful voice, complaining about how she spent so much money on dancing, costumes and acting classes—but kept getting turned down.

She told Pogue she auditioned for “My One and Only.” Directors were looking for someone who looked like Twiggy.

So, how does that relate to your pitch? “In the end, you’re not going to get coverage unless you’re a match for what the outlet is looking for,” Pogue says.

But there are some things you can do to make your pitch stand out.

Writing the pitch