1 - Ask if they have a minute. Whether you’re on the phone or in person, if you don’t have their attention, you’re pitch will fall on “deaf ears.” Respect that they have constant, ongoing and immediate deadlines and are usually under this pressure 24/7. A minute to a news reporter is very different than a minute to someone in a business office or non-profit.

2 - Follow their lead. If they are chatty, you can be chatty. If they are in a rush, you’re in a rush. Trying to engage someone in a dialogue when they are in a hurry or are distracted will probably get a zero result. Listen closely for clues.

3 - Prepare your pitch and practice it. Before you call the reporter that you’re targeting, nail down a clear, concise and compelling sentence that covers your entire pitch. It should be something that speaks to their audience and prompts the reporter to say “tell me more.”

4 - Target your pitch. Know where you fit in before you pitch your story. Doing your homework on the reporter, media outlet, beat and topic will only help to build your credibility. Don’t waste their time.

5 - Forget about what you want for your company or organization (the old “What’s in it for me” theory). Instead, pitch your story with the approach of “What’s in it for THEM” (the audience/the public). A reporter will appreciate it.

6 - Use your voice to convey a strong and confident message. If you sound like you have a newsworthy story that you really love, chances are they may love your story too. If you sound weak, chances are they will think the story is weak. You are the messenger.

7- Say thank you. Always thank the reporter, even if they weren’t polite or eager to listen. They get plenty of calls from people like you and me. Appreciate their time and consideration. You will likely have to call them again to pitch another story.