There’s only one way for editors and producers to find out about your book: you have to tell them. How you tell media decision makers about your story makes all the difference. Even first-time authors can grab the limelight . . . if the pitch is right.
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How to Get the Attention of Media Contacts:
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Traditional Pitch. Send top media contacts a copy of your book and media kit via snail mail. Use a reliable mail service so you’ll know when to follow up.
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| Cold Calling. Before you pick up the telephone, prepare a script, and rehearse until it sounds natural. Make it interesting, but keep it brief. And, before you begin your pitch, ask the media contact whether this is a good time for him or her to listen to your story idea. |
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| Leaving Telephone Messages. Most of the time, you won’t reach a decision maker by telephone. Try back at another time. If you decide to leave a message, be clear and succinct. Provide your phone number twice. |
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| Unsolicited emails. Many media contacts prefer email contact to telephone calls. Include a specific, enticing subject line. Do not include a file attachment unless you’re invited to do so. Limit your pitch to just a paragraph or so. |
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| Faxes. Faxed story pitches have a tendency to go astray. Send a one- or two-page pitch, and be sure to follow up by phone immediately after you send a fax to be sure it has arrived. |
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| Referrals. If a decision maker suggests you contact a colleague, act on the suggestion as soon as possible. Mention the referral in your pitch, and “cc” the individual who made the suggestion. |
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| Followup. Always follow up on snail mailed pitches and faxed pitches either by telephone or email. There’s no need to follow up on telephone or email pitches. |
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| Subsequent Pitches. You may pitch media decision makers more than once. Just be sure to change your story angle so your idea looks fresh each time. |
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| Multiple Contacts. It’s appropriate to pitch the same idea to many media outlets at the same time, and it’s also okay to pitch more than one person at the same media outlet. However, if a second individual nibbles at a pitch that’s already been accepted by another person at a particular media outlet, let both parties know the situation. One of the two people will probably want to take a pass. |
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Yes and No. Be prepared for positive and negative reactions to your pitch. Every pitch means a potential booking — be ready for it. Rejections aren’t personal, and every “no” is an opportunity to learn and move on. Incorporate feedback into future pitches. You can try to turn around objections, but don’t push too hard. Leave the door open to try another pitch, another time.
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