I’ve spent this week in Washington, DC at the PRSA Counselors to Higher Education Senior Summit, talking with current readMedia clients and learning about the issues higher ed communicators face. The sessions yesterday were held at the headquarters of USA Today in McLean, Va., and included a panel discussion with three USA Today editors.
I snagged this quick video during the Q&A session, after a participant asked about how to pitch Op-Ed pieces:
There are some great reminders for PR folks: know the outlet you’re pitching and how they operate, be relevant and provocative, and remember that a story idea that doesn’t get picked up the first time around can often be repurposed or repackaged later on.
I’ve attended countless seminars and workshops over the decade with newspaper and magazine editors, and they’re constantly asked the same questions — and give the same answers.
It doesn’t matter if the person asking is a PR account executive or a freelance writer; the answer is the same: study the market, specify the language, offer terms, and so forth. It’s like a cover letter with a resume; tailor the pitch to the organization.
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