Pierce Mattie Public Relations New York

As I near the 10-year mark in my career, I started thinking about how PR has changed since I began. It seems that with the advent and increased usage of email, less and less of us are picking up the phones and talking to reporters. I can almost hear my mentor’s shrill voice in my ear: “How can we be effective publicists with good media contacts if we don’t get on the phones?” I know many reporters and editors are now asking not to be contacted via the phone, but I think it’s because we’ve been breaking a few of their rules. 

When I started in PR, I worked at a small shop (read: boutique agency) for a man who still used a typewriter and owned one of the first Macs ever put into production (I am so serious). I didn’t even have an e-mail address because he didn’t understand why I needed it. This PR guru, who shall remain nameless (unless you know me personally – then you know exactly who I am talking about), taught me the art of pitching rather simply: he sat next to me with the phone on speaker until he was satisfied I could go at it alone. And honestly, it was the best thing that ever happened to me.

In my left hand, I had an outline of what I wanted to convey to the reporter and in my right hand, a pencil (yes, I said a pencil) to track on my spreadsheet (so that’s why we had the one computer) the feedback I received from reporters as I delivered my pitch. He made a few calls that quickly demonstrated to me how to cold call a reporter, leave an effective message that would get a response, and deal with people who were nasty or hung up while he was mid-sentence. Then it was my turn. I had to make 150 calls for one client by noon – and it was already 10 a.m. – and I hadn’t started yet. Needless to say, I survived “pitching boot camp” and made all 150 calls by my noon deadline. I also survived every reporter (nice, nasty and in between) on that list – I went from a Nervous Nelly to a Knowledgeable Novice in two hours.

I get it. The hardest part is that first phone call – especially with someone sitting right next to you judging you, but YOU HAVE TO MAKE THE FIRST STEP! Reporters are people too and they need leads as much as we need placements. They may not always be nice, but just remember these simple rules and you too will be able to sharpen your pitching skills and develop lasting relationships with the media...