pitching 101 - lsc•ask lsc build relationships with these reporters •follow on twitter ......
TRANSCRIPT
CarlRauscher,DirectorofCommunicationsandMediaRelations
Pitching101
MakingContactIdentifyreporterswhocoveryouandrelatedissues:
• Patternsearchtopics
• AskLSC
Buildrelationshipswiththesereporters
• FollowonTwitter
• Retweetwhenyoucan
• Sendinforelatedtotheirtweets
• Old-fashionedways—invitetolunchandevents
• Don’tbeasource,bearesource
MakingthePitch
Findmultiplehooksforeachpitch• Focusonbenefits,notfeaturesormethodology
• Focusonultimateaswellasimmediatebenefits
• Knowyourfacts,butdon’tdrownthemwithdetail
Thinklikeareporter:
• Pitchlocalangleonnationalstories
• Knowthepublication’saudienceandtailorpitchtoit
RulesoftheRoad• Nevercallondeadline
• Spinyourmessage,butdon’texaggerateorlie
• Don’texpectreporterstobeadvocates
• Rememberthatareporter’sfocusishis/herreaders,notsources
• Nevercalltoconfirmthereceiptofapressrelease
EngagingMembersofCongress
Overview
• RequestingquotefromMOCannouncesthatLSCandthegranteearebringingmoneyintohis/herdistrictforusefulproject
• Addingquotetopressreleasegivesitmoreresonancewithjournalists
• HoldingpresseventwithMOCbringsevenmoreresonance
• Messaging: Constituentservicesandaccesstojusticenotanti-povertyprogram
D.C.v.DistrictOffice
• Easiertodealwithdistrictoffice
• Caseworkersindistrictofficemoreawareofgranteesasresources;dealwithconstituentproblemsvs.policystaffinD.C.moreremoved
RequestingQuotes• Startwithdistrictoffice,mightbebumpeduptoCommunications
DirectorinWashington
• Explainwhy grantmatterstoconstituentsinthedistrictorissuestheMOCcaresabout(doyourhomework)
• Beconciseinexplainingthegrant
• Beginwithemail—butfollowupwithacallifyoudonothearbackinadayortwo
• Bepreparedtowritethequoteforthem
Planning&StagingPressEvents
Restrictions
• CongressionalCalendar: planaroundwhenworkingintheDistrict(DistrictWorkPeriod)
• Ifnot,MondayorFriday
• LetMOCspeakfirstoraftershortintro
• Notokaytodiscussappropriations
• OkaytorespondtoQsonimpactofpotentialcuts—notokaytoask