Pitch Guidelines - Dealernews

Pitch Guidelines

We want to know about significant developments at your company, and try to give our attention to everyone in the industry. To make that easier for all of us, we've borrowed some tips from Brian Pittman at BulldogReporter.com, where the full article is available (free registration required).

The short version is: be fast, helpful and responsive.

The most effective PR people are those who get the information out as quickly as possible in the most even-handed way, Tim Smart, managing editor, U.S. News & World Report, told Pittman. He wants to see "Ideas and pitches that aren't over the top or contrived." Don't go overboard with hype, exaggeration and clich?s.

Avoid "frothy" pitches. Be direct, stay on message and tell the benefits of your product or service. Why does our audience need it?

Don't try to be cute or clever at the expense of facts. "You really must get beyond trying to grab us with clever copy or even things like alliteration. It might 'sound' good in the subject line, but it really comes across reading like an ad," Smart said.

Data points and facts will get our attention — especially if you move them up top.

Build relationships with the press beyond just sending out releases and email pitches. Offer tours of your factory or shop and product demonstrations. Set up backgrounder interviews with your executives to talk about things like exports vs. domestic sales, market developments — the big picture.

Give us industry background. Call or email to tell us about trends you see emerging and how your company is responding. Give us a map of the entire industry, not just your company.

Avoid quid pro quos. Give out information freely, without expecting a quid pro quo. Working with our experienced, hands-on beat reporters and bring everybody up to speed, instead of gate-keeping or always hard-selling.