When it is not appropriate to call a reporter and pitch your story?
When is the best time to distribute a press release? What time of day is the best time to call and follow up on that release? When should you absolutely not call? It is not uncommon for a PR practitioner to call a journalist to pitch a story idea and be met with a less than pleasant voice on the other end of the line. Most will sit back in shock wondering if the call that they had put so much hope in could have been any shorter. They ask themselves how could the reporter not be interested in my story pitch? Doesn’t he realize the importance of my client’s widget? How could he? He hardly heard any of what I had to say. He did not give it a chance. Why are reporters such jerks? Spend any amount of time working in a newsroom, experiencing the hectic atmosphere and the pressures journalists are under and you will understand. There are bad times, really bad times and some not so bad times to call a reporter. The trick is understanding those times and working with the journo to not only pitch but to develop the story within their parameters and timelines. WHEN NOT TO CALL
Anytime from 1pm their time on through the afternoon is not a good time. Why? Because they are on deadline, you idiot. Unless you are calling in regard to the story the reporter is working on at that particular time, you are going to be blown off. He has to answer the phone when it rings because of the possibility it will be germane to the story he has in front of him. He doesn’t care that your name is “So and so from such and such agency.” You are simply an obstacle he must overcome in order to complete the mission he is on for that day. In the evening on a Friday? There is a reason why the White House releases bad news late on a Friday, otherwise known as a “news dump.” This is news that the administration is compelled by law to release but they may not necessarily want the news to be covered. Journalists are people too. They look forward to the weekends just like their readers and viewers. The story will get less play and be viewed by fewer if it is announced on the weekend. The reporter would rather hit the gym or the lake than listen to your spiel. The exception is an event that actually happens over the weekend. But then you should have already called the desk and had that weekend fluff piece put in the day file long ago. Correct? It is about building relationships and trust. You can sense in a person’s voice whether they are under pressure or not. Regardless of when you call, it is never a bad idea to ask if they are on deadline. “Is now a good time? If not, when would be a good time to call?’ That shows respect for his or her time and gets the two of you off to a good start. It doesn’t necessarily mean your story will be covered but at least you are building rapport. Never start the conversation with, “did you get my press release?” How would he know? Depending on the outlet, he may receive hundreds a day. If you are going to follow up on a press release, have some additional late breaking facts to offer him that are not necessarily in the release. This is your excuse for calling. A terrible time to call is when there is other breaking news. If possible check the market you are calling to see if news is happening that will trump all other announcements. Be respectful and pay attention. The opening of a new client store in St. Louis will not get any play when there are protests and police in riot gear in a nearby suburb. Bottom line. Know when not to pitch. Stay tuned for a second installment
of this blog series – When to pitch.