This is a guest post by Mike Davies from ITPR.
Given that 99% of a PRs job is to understand the media and build relationships with journalists, it might sound a bit strange that the practice of “selling in” a story to a journalist can be so nerve wracking.
But this process of pitching stories is often the most daunting task for any new PR exec; and still conjures a few moments of hesitation for the odd seasoned professional.
Anyone who has ever caught a journalist on a bad day will understand why pitching stories can be so nerve wracking. Short replies and quick hang-ups can leave even the most thick-skinned with a feeling of trepidation.
As an ex-journalist, I must confess to understanding some of the frustration felt by my former colleagues.
Like any first in your life, I will never forget the first PR pitch I received as a young journalist that made me question what exactly these public relations people were being paid for.
Not only did the “pitch” start with a generic “hi there”, the story was completely irrelevant to the area I was writing about and had no value to my readers.