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Most of the time pitching a story in can be a real joy, there’s a real buzz to be had from a good pitch. Sometimes, however, it can be a real battle to get the coverage you’re after – we’ve all experienced it surely – where you come up against an especially combative journalist (naming no names). Sometimes it can be a real fight and making the call can be like stepping into the ‘squared circle’ of a boxing ring.
(Warning – brace yourself for a series of tenuous boxing references)
Outfighter – These guys are tricky customers, they are going to try and keep you at arms length – perhaps “now isn’t the best time” or maybe “you should call tomorrow”. These aren’t aggressive journalists but they aren’t going to make it easy for you. You need to step inside their guard and slow them down with some killer lines.
Infighter – You will have come across one of these guys, they are up for a fight and don’t mind trading some blows. These are the journalists who ask the awkward questions or are just plain mean tempered. You need to have your guard up (read: know your story) or you will get savaged.
Jab – The jab sets you up for the rest of the pitch, the tantalising tid-bit to whet their appetite. Why the hell should they listen to you? This is your opener so make it a good one.
Straight – This is the main thrust of your assault, the power punch. A good solid explanation of what the story is and this is where you can secure the coverage. The one-two combination of the jab and straight will do the job.
Counter-punching – A journalist feeling antagonistic or in a bad mood is quite likely to come back at you. They could outright disagree with what you are saying or cross-examine your story, a good PR needs to be able to respond to this – i.e. know what you are talking about first.
Bob and weave – Some journalists (you know who they are) will come out swinging. By thinking quickly on your feet you can pre-empt or avoid the worst of it, this isn’t about bullshitting them – it’s about knowing the journalist’s style and requirements. Prepare yourself beforehand, no doubt someone else in the office has dealt with them before and will have some handy advice.
Haymaker – This killer blow will almost guarantee coverage, if it lands. Combative journalists are going to make it hard for you to deliver this. If you have a very strong story you can even lead with the haymaker and finish the fight before it even starts.
TKO – The Technical Knockout, this is when you have taken a horrible beating and the referee stops the fight to prevent injury. You have been savaged so thoroughly that you are forced to beat a hasty retreat with a flea in your ear. Avoid this.
Even if your story isn’t the strongest on the news agenda everybody loves an underdog story. If you know what you’re about and you’ve prepared fully you will be in a position to go the distance and hopefully get a points victory – the journalist might not taste the canvas, but you will have done your job and got the coverage. Think about it, Rocky was the underdog and he beat Communism – so what’s stopping you?
