A report might sound like the dullest, most boring thing you can pitch.
But to the journalist who specializes in a particular beat, reports are catnip.
Reports usually have lots of data. And beat reporters—especially those in the tech world—geek out on data.
When it comes to pitching reports, I like to use the phone rather than email.
I always start the same way, “Hey it’s Paul Griffo from (whoever I’m representing). Got a minute?”
I ask that every time because it lets the reporter know that, one, I respect their time, and, two, I’m going to keep it brief.
Once I get their OK, I continue with my pitch.
“In a couple of weeks we’re going to announce the results of a study on jobs that the electric vehicle market has created in Southern California over the last five years. Is that something you’d be interested in reporting on?”
I already know they’ll probably be interested, because I’ve become familiar with their beat. But asking them if they might be interested gives them a choice in the matter. They can either say, “I don’t think so,” or, in most cases they’ll say, “Yeah, I might be interested. Can I get a copy of the report before you release it?”
And that’s just what I want to hear. I’ll say, “Of course. If you promise to embargo it until the announcement.”
They’re going to need a couple of weeks to digest the report and start writing their story. So then, I’ll offer this: “I’ll be sending a fact sheet along with the report, but if you have any questions for the authors after reading it, I’d be happy to arrange an interview.”
“Thanks!”
“No problem.”
But before I hang up, I’ll say, “Oh, just to let you know, we’ll be having a Zoom press conference on the day we release the report. Can I send you an invite with all the information?”
“Sure!”
After the call, I follow up with an email repeating my pitch, a few quick takeaways from the report, the terms of the embargo, and I’ll include the report and the fact sheet as attachments. And the press conference invite.
Done!
On to planning the press conference!
Whether you’re launching a clean energy project, preparing for a press conference, or simply need sharper messaging that gets noticed, let’s connect and talk about how I can help!