Pitch imperfect: Small mistakes that may cost you coverage

As a journalist I receive dozens of requests for publicity, interviews, event coverage and free promotion. Most are perfectly pleasant. A few, however, are far from pitch perfect.

Let’s start with a person’s name. From as early as four to six months old we begin to recognise our own names and these become closely linked to our sense of self.  Research shows that getting someone’s name right does matter; it’s a sign of recognition, respect and genuine interest. Getting it wrong can therefore create a negative first impression before the recipient has even read beyond your opening line.

I can relate to this as it always surprises me when an email starts with “Dear Nicola”, it’s not the strongest start when someone is hoping for free promotion or publicity. I do of course take into consideration that auto-correct may have changed it, but again, if you’re asking for something, it’s worth taking a moment to check the details before pressing send.

Similarly, if you start a conversation with “if you’re still doing television/radio” before asking for the favour, you can understand why it may sound a tad dismissive of the work involved and suggest a lack of genuine interest in the person you’re approaching?

My final tip, which I learnt the hard way back in the day when seeking coverage for something I felt important to share with the world, is telling a journalist that “everyone else has covered it” . This is rarely the selling point we think it is. Not only does it imply the recipient can’t judge a story on its own merits, but it also raises another question: if it’s already been covered everywhere else, why would I simply repeat it?