Winding up for the pitch; Tips on how to shake off the nerves

A young PR professional writes in:

Hope all is well with you... I was wondering if you can give me some advice when it comes to pitching. I just started at this PR firm that specializes in Technology, so pitching is all new to me. When it comes to calling and pitching I get incredibly nervous. I guess I start to doubt myself. My biggest fear is having the editor ask me something that I cannot answer on the spot. I was wondering how you got over your initial fears of pitching over the phone? Are there any tips you can give, etc? I'm new to PR and it's something that I enjoy, but I think at this point, I enjoy the written aspects of releases and alerts as opposed to pitching. Being in a small company I was kinda thrown into the mix. I get the sense from my boss that he is looking for immediate results - gets somewhat stressful.

First off, thanks for your questions – you’re taking the first steps to overcoming your fears of pitching: seeking advice. Below are some tips I would like to share, but I hope that other pitching pros who read this post can chime in as well.

~It’s all about being prepared

1) Know the pitch

2) Know the reporter

3) Know who you have to offer as a spokesperson

4) Know what additional resources you have to offer (analysts or customers)

5) Write down bullet points that capture your pitch

6) Practice your pitch

7) Be prepared to close the deal

8) Be physically prepared

9) Find a comfortable place to make your call

10) Smile as you dial


1) Know the pitch
Before you press send on that email or get on the phone, you have to try to understand as much as you can about what it is you’re pitching. One way to go about it to ask a team member questions, read the company Web site, or read the press release announcement.

At my firm, we have two IT guys that know technology like college kids know parties. We can turn to them we have questions, as we all know that technology can be very confusing - especially when you have just entered the field of PR. If there is someone in your office who seems like a brainiac – I would suggest going to them questions (who, what, when, where, why, how).

2) Know the reporter
It is essential that you get some background on the reporter you’re pitching before you contact them. Start with reading their previously written articles, look them up in Media Map, Google them, try to find their bio if possible, or ask your team member about how their previous experiences have been with this reporter.

Here are a few questions to consider: Does the reporter cover what I am about to pitch them? Does the publication I am about to contact cover what I want to pitch? If applicable - when was the last time this reporter was pitched by my team and what was the end result? Does the reporter have a blog?

--If the reporter does have a blog, scan their previously written posts for insight and trends to see if you can ties it into your pitch. Consider whether this is the type of blogger who would post your entire email pitch to their blog. If so, think about contacting them via phone rather than email. If not, don’t be afraid, be confident, and follow the rest of the outlined steps in this post.

On a side note - if you find a particular reporter intimidating to call, save that person for last so you’ve had practice talking about your client and their news to the other media on your target list.

3) Know who you have to offer as a spokesperson
If a reporter is asking you some tough questions, it’s always wise to refer them to someone who knows more about the matter at hand – your spokesperson. If you feel like you are being put on the spot tell the reporter that you would like them to speak with your spokesperson (they usually have the VP of Marketing/Product Manager title, but it can vary). These people know their stuff – use them to your advantage.

It’s important to know which spokesperson you can the reporter to. You’ll get bonus points if you know the spokespersons availability.

4) Know what additional resources you have to offer (analysts or customers)
Often times, reporters want to speak with someone other than the company you are pitching who can testify to their achievements. In other words, they like to talk with customers or analysts. It’s important to know which ones are available to speak with the press so that you can leverage them to secure coverage. Once again, bonus points for knowing their availability.

5) Write down bullet points that capture your pitch
Write down your pitch, but not word for word – I suggest using bullet points instead. You don’t want to write down the entire pitch, you could end up reading it straight from the paper – which you don’t want to do. It’s always nice to have a list of the main points you want to hit available with you in case you draw a blank.

On a side note, pull someone that is not on your team to look over your pitch. It’s good to get a different perspective once in a while – they might see something you don’t.

6) Practice your pitch
When I first started pitching, I used to practice the pitch over the phone with a member of my team. I would call them on their own line and they would pretend like they were the reporter. We would run through this drill several times and when it was over – they would give me feedback. I suggest practicing this drill with someone who is on your team or in your office. Either way, practice your pitch like doctors know surgery – get it down.

7) Be prepared to close the deal
Whatever your objective is, don't forget your call to action. Make sure you remember why you called the person in the first place and propose your words in a manner that leave's no room for the word "NO". Try to ask opened questions. Catching a reporter live is tough, so make sure you use your time wisely and find out what it is you need to know.

8) Be physically prepared
If you know that you have a big day of pitching ahead – try to get a good nights rest the day before. Most likely you will be pitching in the morning (especially if you’re on the West Coast), so make sure you are rested and ready.

Also, be hydrated, don’t slouch in your chair, and brush your teeth. Yes I actually said brush your teeth. I hear that a fresh mouth makes for clearer speaking.

9) Find a comfortable place to make your call
If you’re like me, you work in a relatively quiet office - sometimes conversations can be overheard. If it embarrasses you to know that people can hear what you’re saying, find an open conference room or office with a phone and make your calls in there. Or, if it makes you feel comfortable to have a team member by your side - don't hesitate to ask them.

10) Smile as you dial
There is a reason for this expression. People who sound happy on the phone are much easier to listen to. Make sure you're one of them.


Additional tips: Vacation season is approaching this winter, so if you find that a reporter you are trying to reach is away – make sure to ask them how their vacation went when they get back. Don’t act fake, but realize that it is beneficial for you to build relationships with the media. Also, remember this about journalists – they have deadlines all the time, editors hounding down on them, technology news up to their ears, and all they want to do is get it done and go home, just like you.

~Hat tip to my co-workers for sharing their input on this post.