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March 2, 2007, Newsletter Issue #231: News Releases:Fearless: Persistent Pitching
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Tip of the Week
Fearless, Persistent Pitching To start and maintain a relationship, you need to communicate. While your initial contact with the news media will probably be through mail, fax or e-mail, eventually you must talk with someone to get feedback about your story. Always follow up by phone, several times if necessary, to talk about your story. If they´re on deadline, make an appointment to call back another time, and keep it. If they´re not interested, try to find out why – what are they interested in? Is there any aspect of the story that might strike their fancy? Or ask them who else at their organization might find it more "up their alley." This kind of field research can help you improve your pitch or find someone who is more interested in your story. Or it can help you be more on Target next time out. Continue this "shopping" process until you´re reasonably certain you´ve exhausted the possibilities.
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