This is the fourth in my latest Tuesday Tips series, this time on media training for authors. You can read the first installment about why media is important, and the second installment describes traditional vs “modern” media. Last week’s Tuesday Tips covered targeting your media. Today we’re talking pitch-craft.

Son-of-a-Pitch & Beating Fear

You’ve targeted your media and have a hit-list (from last week’s Tuesday Tips). Even writers used to the query have a hard time with this part of the job. Basically, you become a salesman.

I hear the ARGGGG! that swells from your throat, the wide eyes and gasps for breath when that “fight or flight” mechanism kicks in at the mere thought. Gird your loins with sparkles, kiddos, you will slay that fear-dragon. Just think of ‘em in their underwear–wait, don’t, unless you’re my friend Jenny Hansen channeling panty-gate.

Pitches to media typically come by phone, email or faxes. You don’t have to wear makeup, brush your teeth or wear clothes (although I don’t advise admitting to any of those). Since it’s not face-to-face, you can practice. Most of the folks reading this are writers–so write a script.

CAUTION: Pitch one by one on your hit parade. Media can be funny about wanting the first/scoop/best story. Turn around is quick so you won’t be in limbo for months on end as with some (*agents* cough-cough-cough) in the biz. It’s especially intriguing for media to have a date/event associated with your pitch–it also gets ‘em off the pot

We Have Contact

Check your hit list for a preferred method of contact. It used to be the fax was king. I understand from some of my media cronies that the fax machine now has the circular file situated directly underneath. Many, if not all, fax queries won’t be read unless a bored reporter happens to need reading material during a potty break.

Cold calls work but take practice. Think logline or “elevator pitch” that sold your book to that editor or agent. Learn more about the logline at Kristen Lamb’s excellent blog. Why so short? Because media thinks in terms of soundbites and reporters have the attention span of a gerbil on crack. In a phone pitch you’re lucky to have 30 seconds to wow ‘em.

Remember that if you get voice mail  they’ll likely delete 10 seconds into your message if you’ve not grabbed them by the tender spots (their BRAINS, what did you think I meant?). Oh, and have your email with more details ready to “send” as soon as they ask.

Email can be less filled with frazzle-icicty. Think “query letter.” No attachments. Just like agents and editors out there, if it comes with an attachment either spam will filter it out or they’ll burn rubber hitting the delete.

[caption id="" align="aligncenter" width="500" caption="Beverages are NOT your friend--except to celebrate after the successful pitch."

The fear-dragon is your friend! Channel that energy.