Learning the Ropes of Media Pitching

In a recent article I found in PRSSA Issues and Trends, Josef Adalian, editor of TheWrap.com, discusses the cardinal sins of media pitching. As a college senior, this article is of importance to me because although I know all about actually writing press releases, I feel like actually getting pitches out there is something that needs to be discussed. In the article, Adalian says that "good PR professionals turn themselves into sources rather than gatekeepers." He then goes on to discuss three important tips to help PR professionals build and maintain a positive relationship with the media. Step one is to respond quickly. This is becoming increasingly important as many news outlets post information online and want current information to be available to the public as soon as possible. Second, Adalian tells us that although facebook and twitter are great ways to reach large audiences, pitches are better off being sent via e-mail or even personal telephone calls. This way it can be more specific. Lastly, he tells of the importance of credibility. He stands by what his grandmother told him as a child, "honestly is the best policy." Lying or hiding information destroys trust, so it is important that PR professionals are honest. Ethics are a huge issue in many fields, but they become especially important in PR. Often times, one is faced with the decision to do what is right or to do what is easy. The truth is not always the easiest route, but ethically, it is the right thing to do. I believe that one has to know who they are and what they stand for, so that when they get into tough situations, they make the right decision, which always pays off in the long run.