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How To Pitch Without Being Annoying: A Top Ten (OK, 20) List
Ivan Oransky, MDVP, Global Editorial Director, MedPage Today
Distinguished Writer in Residence, NYU Arthur Carter Journalism InstituteCo-Founder, Retraction [email protected]
@ivanoransky
Don’t
1. Call to make sure I got your emailed press release
Don’t
1. Call to make sure I got your emailed press release
2. Call to make sure I got your call about your emailed press release
Don’t
1. Call to make sure I got your emailed press release
2. Call to make sure I got your call about your emailed press release
3. Pitch me a basic science study as clinically relevant
Don’t
1. Call to make sure I got your emailed press release
2. Call to make sure I got your call about your emailed press release
3. Pitch me a basic science study as clinically relevant
4. Confuse “information people at my institution will care about” with “press release-worthy”
Don’t1. Call to make sure I got your emailed press release
2. Call to make sure I got your call about your emailed press release
3. Pitch me a basic science study as clinically relevant
4. Confuse “information people at my institution will care about” with “press release-worthy”
5. Pitch an upcoming journal paper that you’re unable to provide as full-text/PDF
Don’t
6. Send out a pitch listing yourself as the point person, then go on vacation
Don’t
6. Send out a pitch listing yourself as the point person, then go on vacation
7. Send the same canned pitch to five people in the same news organization
Don’t
6. Send out a pitch listing yourself as the point person, then go on vacation
7. Send the same canned pitch to five people in the same news organization
8. Have a minder sit in on all interviews
Don’t6. Send out a pitch listing yourself as the point person, then go on vacation
7. Send the same canned pitch to five people in the same news organization
8. Have a minder sit in on all interviews
9. Send an unsolicited guest article or blog that could be used were it not dripping with PR references ("At Acme, the leading provider of surgical toothpicks, we believe….")
Don’t6. Send out a pitch listing yourself as the point person, then go on vacation
7. Send the same canned pitch to five people in the same news organization
8. Have a minder sit in on all interviews
9. Send an unsolicited guest article or blog that could be used were it not dripping with PR references ("At Acme, the leading provider of surgical toothpicks, we believe….")
10. Start a phone call pitch without giving the reporter or editor a chance to say “hello”
Don’t
11. Send out a pitch listing yourself as the point person, then go on vacation (ditto for releases touting or even suggesting PI availability)
Don’t
11. Send out a pitch listing yourself as the point person, then go on vacation (ditto for releases touting or even suggesting PI availability)
12. Include incorrect embargo information or "I don't know but I'll get back to you”
Don’t
11. Send out a pitch listing yourself as the point person, then go on vacation (ditto for releases touting or even suggesting PI availability)
12. Include incorrect embargo information or "I don't know but I'll get back to you”
13. Build a “firewall” between PIOs and experts
Don’t11. Send out a pitch listing yourself as the point person, then go on vacation (ditto for releases touting or even suggesting PI availability)
12. Include incorrect embargo information or "I don't know but I'll get back to you”
13. Build a “firewall” between PIOs and experts
14. Expect us to know which PIO covers anesthesiology if you haven’t spelled it out on your site
Don’t11. Send out a pitch listing yourself as the point person, then go on vacation (ditto for releases touting or even suggesting PI availability)
12. Include incorrect embargo information or "I don't know but I'll get back to you”
13. Build a “firewall” between PIOs and experts
14. Expect us to know which PIO covers anesthesiology if you haven’t spelled it out on your site
15. Pitch awareness month as a news peg
Don’t
16. Embargo material that’s already published (and yes, online ahead of print counts)
Don’t
16. Embargo material that’s already published (and yes, online ahead of print counts)
17. Ask me to agree to an embargo that you plan to let someone else break
Don’t
16. Embargo material that’s already published (and yes, online ahead of print counts)
17. Ask me to agree to an embargo that you plan to let someone else break
18. Send embargoed material before I’ve agreed to any embargo, then expect me to uphold it
Don’t
16. Embargo material that’s already published (and yes, online ahead of print counts)
17. Ask me to agree to an embargo that you plan to let someone else break
18. Send embargoed material before I’ve agreed to any embargo, then expect me to uphold it
19. Use ALL CAPS in your subject line
Don’t16. Embargo material that’s already published (and yes, online ahead of print counts)
17. Ask me to agree to an embargo that you plan to let someone else break
18. Send embargoed material before I’ve agreed to any embargo, then expect me to uphold it
19. Use ALL CAPS in your subject line
20. Pitch me to write a piece for a news organization where I no longer work
Do
1. Convince your researchers to return my staff’s phone calls -- by deadline
Do
1. Convince your researchers to return my staff’s phone calls -- by deadline – and not talk in jargon
2. Get to know what I’m interested in, by reading, and seeing what I do on Twitter
Do
1. Convince your researchers to return my staff’s phone calls -- by deadline – and not talk in jargon
2. Get to know what I’m interested in, by reading it, and seeing what I do on Twitter
3. Send me stuff you think I’d be interested in that isn’t from your institution – in the words of Denise Graveline, pitch less, tip more
Do
1. Convince your researchers to return my staff’s phone calls -- by deadline – and not talk in jargon
2. Get to know what I’m interested in, by reading it, and seeing what I do on Twitter
3. Send me stuff you think I’d be interested in that isn’t from your institution – in the words of Denise Graveline, pitch less, tip more
4. Send me stories from high-impact journals that don’t embargo
Do
1. Convince your researchers to return my staff’s phone calls -- by deadline – and not talk in jargon
2. Get to know what I’m interested in, by reading it, and seeing what I do on Twitter
3. Send me stuff you think I’d be interested in that isn’t from your institution – in the words of Denise Graveline, pitch less, tip more
4. Send me stories from good clinical journals that don’t embargo
5. Cultivate relationships (call Roger Sergel: [email protected])
