Growing up in the digital age has seen a
reliance on emails for communication. Rather than picking up the phone and talking
to a stranger, I would much prefer to send them an email and just cross my
finger that they reply. However when I started in the PR industry I realised
this had to change. Don’t get me wrong, emails are still important and can be a
good communication tool, but when it comes to establishing relationships,
face-to-face or over the phone conversations are much more effective.
This idea is particularly important when
pitching to the media. Journalists are flooded with press releases and event
reminders from public relations teams every day. If you can make the effort to
make a quick phone call and really sell your story, the chances of success are
much greater. In saying that I have found times where using email is actually
superior to phoning. Some journalists prefer you to contact them via email and
rarely answer their phones. When dealing with journalists in the Eastern States
or overseas, time differences may mean email is the only option. I also find
that sometimes an email works best because I have time to compose my thoughts
and write the most enticing pitch possible, rather than getting nervous and
bumbling my way through a phone pitch. Working out whether to phone or email
pitch is quite an art that develops over time as you get to know the
journalists and their individual styles.
Overcoming my fear of the telephone pitch
has been very important. I used to get stressed over the fear of rejection and
worry that journalists would be rude to me. But then I realised that if they
say no it’s really nothing personal. Also, if a journalist doesn’t like your
email pitch they just won’t reply. This leaves you wondering if they got the
email or if maybe they opened it and liked it but then forgot to reply. I used
to spend time worrying and waiting for their reply, then I realised it would be
quicker and a lot less painful if I just rang them and found out yes or no. So
my words of wisdom for today would be, don’t be afraid to pick up the phone and
chat to someone. If you’re pitching an idea, the worst they can say is no.
Verity
