pitching 101 - lsc•ask lsc build relationships with these reporters •follow on twitter ......

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