3 tips for successful phone pitching

Reporters and editors often say they prefer to be pitched via email as opposed to “annoying phone calls.”

Here’s why: Many public relations professionals simply don’t know how to pitch by phone.

It’s probably not their fault. I’d wager that their manager or mentor wasn’t properly trained. It’s a vicious cycle.

On behalf of PR pros everywhere, here’s a message for journalists:

Phone pitching is our best bet for creating a relationship with you—and securing coverage for our clients. Although you might prefer email, I don’t. If I had a nickel for every unreturned pitch I sent your way, I’d be typing this article on my iPad on my yacht.

Journalists continually complain about their flooded inboxes and emails going right to their junk folder. I understand, but I could use more clarification on how I can prevent my pitches from getting lost in all of that.

Here’s how PR pros can ease some of their fears of the phone:

1. Be authentic.

Authenticity is a fundamental relationship building block. Sometimes that concept gets lost in the pitching process.

It’s important to be yourself. That may sound like the advice that parents give their 14-year-old son asking a girl to the school dance, but it’s true.