From David Pogue, keys to pitching him and other journalists

Essential dos and don’ts for PR professionals
 
Pitching a journalist is a lot like auditioning for Broadway.

That’s how David Pogue, technology columnist for The New York Times, described the challenges PR people face when pitching journalists.  

During his recent Ragan PR Daily webinar, he offered an anecdote to illustrate his metaphor.

As a former Broadway conductor, he’s seen hundreds of starlets audition for shows. He’s also played music for voice teachers and their students. In the webinar, Pogue recounted the plight of a short, stout woman with a beautiful voice, complaining about how she spent so much money on dancing, costumes and acting classes—but kept getting turned down.

She told Pogue she auditioned for “My One and Only.” Directors were looking for someone who looked like Twiggy.

So, how does that relate to your pitch?  “In the end, you’re not going to get coverage unless you’re a match for what the outlet is looking for,” Pogue says.

But there are some things you can do to make your pitch stand out.

Writing the pitch

Pogue has a lot on his plate. He writes 100 columns a year, blogs, authors several books and produces segments for CBS’ “Sunday Morning.”

Pogue tells PR people to respect a reporter’s beat and interest level in the subject.

Ask yourself: Why would his readers care? Are you pitching him because someone told you to? Or do you think it’s really interesting to his readers?

Next, tailor your pitch to the journalist. It’s easy. Start out with, “Dear David.”

“That shows that you took five seconds to care about me and my time,” Pogue says. Then, throw in a line of flattery. Pogue shared the example of a PR person who started off an e-mail with, “Great column about portable DVD players.”

“The best way to know what reporters are writing about is to read it,” Pogue says. “There’s no greater compliment to a journalist than to indicate that you’re familiar with their work.”

Let’s not forget what may seem self-evident. During the question and answer session, one person asks: “What’s the best way to know what reporters are writing about?”

There is a slight pause. “I’d say read it,” Pogue says. “I really don’t know what else to say.”

Beyond that, your pitch should be concise, Pogue says. “Make the whole thing a half screen,” he says. “Make it human—not artificial. Get to the point. Tell me what you’ve got, the price and when it’s coming out.”

Include a picture of what you’re pitching in the body of e-mail, and not as an attachment.  Then again, “Even if you do everything I say, you still may not get coverage,” Pogue says.

What happens next?

If Pogue is interested in your pitch, he’ll get in touch with you. There’s no need to contact him through Twitter if you haven’t heard from him by e-mail.

Don’t bother scheduling a meeting with Pogue.

“People call and ask to meet with me all the time,” he says, “but I don’t want to discuss your new strategy or branding initiative.”

Oh, and don’t send him anything, either. He recounted the time he was sent a Japanese rock garden in a FedEx box. “That’s not cheesy; that’s just desperate,” Pogue says.

But let’s say you really think Pogue might like your product and you’re convinced he overlooked it. Your boss tells you to e-mail him again. What should you do?  

“Some of the pitches are on the edge,” Pogue says. “If someone follows up respectfully, it makes me think you’re a person who is excited about the product. You could even say something like, ‘I’m sure you’re busy and probably deleted my first e-mail, but I really think this product will change your life.’ I’ll think, Wow, if you feel that strongly, maybe I should look into it.”