Effective media pitches should be tailored to the specific publication or outlet. Pitches should demonstrate an understanding of the audience and approach of the outlet. Pitches need a compelling headline and news angle to grab the editor's attention. Successful pitches also highlight the expert's unique qualifications and ability to provide an engaging story on the topic.
6. What you told us
Less than half have participated in past media trainings
You have varied experience working with the media
You want to know:
How to get started, who to pitch?
What to pitch and when to pitch?
How to get the media to call me?
How to simplify my message?
What to do when the interviewer is bringing a bias to the story
or is trying to get me to say something controversial?
How to stand out as a spokesperson?
How to avoid being misquoted or misrepresented?
7. DO get some media training
or mentoring to boost your
skills and confidence.
DO let your personality, voice,
and brand shine through! That
helps your audience connect
with you.
Melissa Joy Dobbins, MS, RD, LDN, CDE
@MelissaJoyRD
www.SoundBitesRD.com
DON’T feel like you have to
water down your image
DON’T try to ‘wing’ it! What
you don’t know CAN hurt your
media interviews.
8. We understand the hesitation…
“It is always a risk to speak to the press;
they are likely to report what you say.”
— Hubert H. Humphrey
11. It’s why we start with “messages”
Definition and Purpose
12. What are Message Points?
A very few carefully prepared, concise, and memorable
thoughts that closely align with your business objectives
and differentiate you from your competition
The thoughts you most want your audience to remember
— and repeat — above all else
“… if you remember only one thing,
remember this, ________________”
13. What are Message Points?
They are what keep this
from happening …
15. Purpose
Seven
Seconds
Average length of typical sound bite on the evening news in past decade
Down from 43 seconds in 1968
* Center for Media and Public Affairs / Indiana University
17. Purpose
Message points
Define your agenda and help you focus
Make it easy for you to “tell your story”
Make it easy for others to remember it
Give you a “life raft” to cling to if the waters turn rough
Ensure consistency throughout an organization or industry
20. Structure
Message points = primary messages + proof points
Think of them as:
Headlines followed by the “story” (journalists)
Assertions followed by the supporting evidence (lawyers)
At least one, no more than four
Not a script, but a guide
21. Hypothetical example
Primary
message point
Proof points
People are bombarded by thousands
of messages a day, so only the most
compelling and easy to remember
messages get through
It’s easy to lose sight of what you
want to say, unless you’ve prepared in
advance
This one discipline alone has helped
win presidential elections
Focusing on a few main
messages is key to effective
communication
22. Development
Keep each message focused on a strategic purpose
Use a short slug to identify the function of a
particular message and make it easy to remember
23. For example …
Yesterday
Gold’s Gym is the home of the original American workout
Today
We’re still the place for people who are serious about
getting fit and serious about having a good time doing it
Tomorrow
Gold’s Gym is shaping the future of fitness
24. Development
Write in terms of the listener’s self-interest
Listeners constantly ask “so what?”
25. For example …
Purpose
Better things happen when you work together instead of
working alone
Value
Your assessment dollars have never worked harder
Future
The work we’ve begun is work that that future of your
industry depends on
26. Development
Aim for sound bites
Alex Chadwick, NPR Morning Edition reporter, defines sound
bites as “what you remember”
Think “I have a dream”
15 to 20 words
Approximately 7 seconds (TV news sound bite)
140 characters (social media post)
Use techniques such as alliteration, enumeration, parallelism,
and analogies to make your messages memorable,
conversational and quotable
27. For example …
“Laser Gallery cards make you say ‘wow!”
“This is the golden age of horses”
“The Community Foundation is like a bank for
philanthropy”
“Our products are ordinary things made extraordinary”
“To fight fake insurance, just STOP, CALL, and CONFIRM
before you buy”
28. Good Messages are:
Concise, simple and specific
Sacramento Food Bank and Family Services is unique – and
uniquely effective.
Memorable, genuine and personal
Hunger is just one sign of a family in need. So food is just
one way we help families in need.
Strategic
We need people to donate their time and money more
than ever before.
29. Messages aren’t just for the media
They work in all forms of communication:
Presentations you deliver, content you develop,
one-on-one interactions with consumers
Business discussions (internal and external)
Your flight here, the elevator ride, the cocktail party
30. Let’s give it a try…
March is National Nutrition Month –
What are your messages?
32. The basics
Tell them what you’re going to tell them
Lead with your “table of contents” (sequence of primary
messages)
Tell them
Follow up with the detail (proof points)
Tell them what you told them
Close with a recap of your primary messages
But never give them anything you don’t want them to use
33. The basics
Avoid jargon and generalities; be simple, specific, and
“real.” Speak in terms your audience can relate to
Use examples, stories to support and personalize
your messages
35. Blocking and Bridging
Definition
The use of smooth connecting phrases to move the
conversation from an off-agenda area (unproductive, hostile,
irrelevant, etc.) to an on-agenda area
Tonality is the key to success
“Because of the success of the show…”
37. Sample “B&B” language
“I think what you’re really asking is …”
“Let me clarify. What we’re really talking about here is …”
“That speaks to a bigger point, which is …”
“That demonstrates how complex this issue is, but what it
all comes down to is this …”
38. Sample “B&B” language
“You’d have to ask them. But for us, what I can tell you is
…”
“Those things are true, but I think the real news here is
…”
“I’m not the right person to talk to about those issues,
but what I can address is …”
39. Never say “No comment”
The only acceptable way to refuse to answer a question is
to “block” without “bridging”
Block by explaining why you can’t answer the question
Proprietary information, pending litigation, etc.
41. Understand your role
Today, anyone could be a “reporter”
Reporter’s job: find and share news
that will keep people engaged
Controversy and conflict
New, unique and unusual
Useful, on trend, local
Your job: give people something to remember and repeat
Don’t think of the media as friends or enemies
Know where you want to go, even if the reporter doesn’t
42. Prepare
When they contact you
Never leap in; start by asking questions
What’s your deadline?
What’s the story you’re pursuing?
Who else are you talking with?
If it’s a good opportunity then buy a little time
Prepare and practice
Call them back or meet them when you said you would
42
43. It’s a transaction, not a conversation
Be honest and intentional
Never attempt to mislead
“It’s not the crime that gets you, it’s the cover up” —William Safire
There’s no such thing as “off the record”
If you don’t know, don’t speculate
Always keep your cool
Speak to the media’s readers/viewers/listeners
44. The questions are up to them,
but the answers are up to you
Be ready for:
The first question
The dreaded questions
The last question
45. The questions are up to them,
but the answers are up to you
Control your answers
Say what you want to say and then STOP!
Don’t volunteer information unnecessarily
Be repetitive but not robotic
Be careful with humor and sarcasm
Never repeat a negative
46. Self-awareness is important
Appearance, location, and attitude matters
Clothing neutral unless it helps to tell your story
Background relevance
Body language
Make eye contact
Sit, don’t swivel. Stand, don’t sway
Be enthusiastic but calm
Gesture naturally: Let the camera and mics find you
Always assume you’re “on”
“There’s Adam Clymer,
major league asshole
from the New York
Times.”
Labor Day Rally, 2000
47. Keys to success
Use messages consistently and often
Make them your own
Internalize the concepts, don’t just memorize the words
Constantly review and update your messages
Ideally, the support points change, not the primary messages
Prepare and practice, practice, practice
Even a little bit makes a big difference
Know that there’s rarely such a thing as the “perfect” interview
48. Elizabeth Ward, MS, RD
@EWardRD
www.ExpecttheBestPregnancy.com
DO relax and have fun.Visualize
yourself as having an interesting
conversation with the host or
reporter while delivering credible
nutrition information.
DON’T over-prepare. Know your
messages, but be ready to answer
questions in a variety of ways and
bridge back to your main points.Try
not to worry about not having an
answer for an out-of-the blue
question you may be asked.YOU are
the nutrition expert, after all!
49. Julie Upton, MS, RD, CSSD
@Appetite4Health
www.AppForHealth.com
DO watch several past segments
from the program to get a feel for
how they utilize expert guests. Know
the exact dimensions of your display
table, use props that enhance your
key messages, practice your setup in
advance and deliver segment from
the viewer’s left to right.
DON’T provide more than three
key messages, wear clothes that don’t
match your segment (i.e., a suit for
Super Bowl) or forget to setup your
display from the camera’s POV.
50. At the end of the day
“Your passion for a subject
will save you.”
— William James
53. DO be in the face of media constantly -
whether pitching or friending on
Facebook, LinkedIn and/orTwitter.
DON’T rest on your laurels and
assume media will reach out to you
based on your past contributions.You
quickly can become yesterday's news!
David Grotto, RD, LDN
@DavidGrotto
www.DavidGrotto.com
54. Michelle Dudash, RD & Chef
@MichelleDudash
www.MichelleDudash.com
DO respond to a reporter or
producer's call or email as soon
as humanly possible, since they
usually need it "yesterday." Even
if it's saying, "Yes! I can help you.
I'll call you in 30 minutes."
DON’T put off responding to
the media's initial query many
days later. By then, they will have
probably already moved on to
the next willing, enthusiastic
source.
55. Getting Started:
How to Land Your First Assignment
Consume media — read articles and watch segments
Follow writers/editors on Facebook and Twitter
Start with unpaid online opps
Demand Media (i.e., Livestrong)
Regional online publications
Large food/fitness blogs
Send in comments — comment on articles and news
segments via consumer feedback forms
Letters to the Editor — submit letters to the editor at major
newspapers or online sources (New York Times, Huffington
Post)
56. Guidelines for Print, Online and
Broadcast Pitches
Know the publication, news outlet inside and out
Know what’s been covered
Learn their approach (topline vs. in-depth)
Understand their audience and how they cover topics
Do they end with actionable tips for consumers? (WIFM)
Read/watch at least a few month’s worth of content
Look for their pitch guidelines
Writer’s guidelines are usually online
News segment pitches also available online
Pitch the right person via email; know which editor/producer
to contact for the pitch
57. Print/Online:
Writing a Pitch that Lands You an Assignment
Subject line: Nutrition News Pitch –
“Five Proven Ways to Stop Weight Regain”
Keep it brief (1 page)
Start with a great headline (Hed) and subhead (dek)
1st graph: Cover the news value
2nd – 3rd graphs: Give your unique way of covering story, proof-points
Side-bars, charts, graphs
Unique package idea for online experience (i.e., quiz, slideshow)
Include your projected word count
Include area of publication/online section the piece is a fit for
Pitch the story not a topic
A story is developed a topic has no beginning, middle or end
Conclude with your qualifications
Why you’re the perfect RD for the assignment
58. Editors’ WEIGH IN:
avoiding the biggest mistakes
“General fitness and nutrition information are
typically a no-go unless the information can be
directly related to running. Editors won't necessarily
care that oats can lower cholesterol, for example,
but if a freelancer references a new study showing
that a daily bowl of oatmeal makes runners faster,
they're all ears.” – Runner’s World Editor
“The biggest mistake a freelancer can make,
according to staffers, is pitching ideas that are
too generic.” – Redbook Editor
59. Editors’ WEIGH IN:
avoiding the Biggest mistakes
“Pitches should include a catchy hed and dek,
written in the lively, conversational voice of the
magazine, and shape the information they are
planning to cover into an attention-grabbing idea
with original packaging. If possible, sprinkle some
statistics and new research targeted to women
into the mix to pique editors' attention.” – Fitness Editor
“I see problems with writers who don’t know the
outlet (i.e. pitching us technology stories, which
we almost never cover), just forwarding a press
release, pitching the same stories seen everywhere
else and pitching the story after the embargo has lifted.”
– New York Times Science Editor
60. Broadcast pitch considerations
Who is the appropriate producer to pitch given the subject
matter?
Does the producer have preferences for how she or he is
approached?
Assuming the producer takes phone calls, when is the best time
of day to call?
What audience does the show target?
What is the style format of the show? How many on-air guests
do they have or do they do “man-on-the-street” and expert
quotes on location vs. in-studio?
61. Broadcast pitch Tips
Use similar principles of the print/online story pitch — but shorter
Think 2-3 key messages
Provide your suggested visuals that amplify your messages
Create a local hook for your pitches so that it’s more relevant to the
local news producers (i.e., heart health stats in your city, state)
Send to right producer or reporter via email. Follow up once.
If no answer, send to another producer.
62. DO more than is expected
DON'T let disappointment
or rejection deter you
Joy Bauer, MS, RD, CDN
@JoyBauer
www.JoyBauer.com
63. DO be camera ready by ‘looking the part’
whatever your theme may be and dressing
appropriately for the kitchen or
background.
Carolyn O’Neil, MS RD
www.CarolynONeil.com
@CarolynONeil
DON’T forget about choosing an
attractive foreground, whether it’s a picnic
basket filled with food or kitchen counter
top loaded with dishes. Make your props
count!
When it comes to TV segments…
64. DO know your messages forward
and backward. Practice is going to
help you look polished and minimize
the dreaded "ummms and ya knows."
You never know if a host is going to
ask something to throw you off. If
you know your messages, you can
answer the host and get back on
track.
DON'T get frustrated if your emails
get ignored or you get a "no." Take a
look at your pitch. Did you have a
catchy subject? Did you make the
pitch appeal to a local audience?
Rebecca Scritchfield, MA, RD
@ScritchfieldRD
www.RebeccaScritchfield.com