How to pitch CNN
Recently I got one of my clients an interview on one of Dr. Sanjay Gupta’s stories on CNN. My client (check out the drumming circle in the video below) told me I had paid for myself for a year with this clip.
Pitching CNN is not exactly easy. There are actually several ways to go about it. , but if you’ve got advice please leave a comment or two. We’re always learning! I usually end up pitching either the news desk or specific show producers.
1. Pitching the news desk is fairly easy but you’ve got to have either compelling, breaking news or a guest that fits perfectly into a breaking story. For example, when the 35W bridge disaster struck, I pitched one of my clients who is a disaster trauma psychologist as an expert. With this tactic, you’ll be working with national assignment editors who are moving faster than the speed of light in most cases. (You can read my blog post on pitching assignment editors for more tips on this unique group of journalists) Sarah Evans did a nice summary of a recent Twitter #journchat with CNN Editor Steve Brusk ( @stevebruskCNN ) also. The blind email for the news desk that Steve suggests is cnndesk at turner dot com. Frankly, I’ve never gotten anywhere with emailing them – I think it just goes into a pile of stuff. What I do is call the news desk – they almost always answer.
Here’s an example. Say we’re a few weeks back, and Joran Van Der Sloot is the top story. I’ve got the perfect interview subject. What I say is this: ” Hi it’s Bonnie at Wax. I’ve got an expert who can was incarcerated at Castro Castro prison who can talk about what it’s like to be an inmate. Should I send you an email with the info or is there someone working the story I can talk to?” That’s IT. I rarely say more – what’s surprising is that the more succinct you are, the more THEY will talk (unless they’re going crazy at the moment). When you have the info, you’re on your way. Don’t waste anybody’s time after that either. And if they say no, just say thanks, put a note in your file and pitch them something else later.
2. Pitching specific programs – like Anderson Cooper 360 or Sanjay Gupta MD – is a bit trickier. (American Morning works in much the same way as the other morning programs – check last week’s ‘how to pitch‘ for tips on that.) But here’s the nice part – you don’t have to worry too much about getting to know ALL the producers at shows. They sit pretty much right next to each other. I got on Gupta’s program after pitching Cooper’s producer on a Katrina anniversary story…she know her buddy was working on a story that could use our visuals. They were taping that same week and I got lucky!
Here’s what producers like – they like facts, background information, great visuals and for you to be really clear and concise when you email or call. No flowery introductions in your emails…no long introductions and “how are you’s” if you call. These people are busy, but there’s still a good chance they might view you as a source for good story experts, ideas and background info. I had pitched the 360 producer a few times with stories…it didn’t matter that she passed on the previous 9 or 10 pitches. They were in line with what she worked on, and that’s what they’re expecting. They don’t expect you to hit a home run every time and neither should you.
So KNOW THE PROGRAM inside and out. Even just one program is fine…get to know that producer and send him or her decent pitches on a regular, but not too frequent basis. (Don’t follow up more than once, either. ) That person may just help you out if you ask the magic words “Do you think anyone else over there might be interested?” That’s how I got my CNN clip.
Tags: Bonnie Harris, how to pitch Anderson Cooper 360, how to pitch CNN, online marketing, pitching, pitching CNN, PR 2.0, Public Relations
July 9th, 2010 at 10:08 am
It is difficult today to find exclusive news, because thousands of people every day sent a variety of texts and videos, sometimes for one event reaches several hundred reports, it is hard to be the most creative.
July 12th, 2010 at 2:25 pm
Keeping ahead of current events seems to take a lot of luck and connections, especially when it’s breaking news. It is amazing that you landed that slot for your client on CNN.
July 12th, 2010 at 2:26 pm
Thanks, I was pretty proud. I don’t think people realize how much luck and persistence it takes.
July 13th, 2010 at 1:37 am
I think pitching specific programs or the news desk require lots of luck and effort as there are many individuals who send out different messages or videos of the single same event. You are really lucky to have gotten a slot for your client on CNN!
July 13th, 2010 at 3:53 am
This is very inspiring!
July 14th, 2010 at 2:06 am
thank i like this
July 14th, 2010 at 6:14 am
A slot on CNN is a real luck.
It’s really difficult to picth specific programs now
July 15th, 2010 at 1:40 pm
I’m liking all of your ideas, but I do have one question – isn’t it really hard to specialize which program you want to pitch? Producers of those specific programs are looking for value-add to whatever programs they’re thinking of and if they don’t see anything in your pitch, nothing’s going to happen.
July 15th, 2010 at 1:42 pm
That’s why you really need to know the different programs…I suggest watching them several times to get a feel for the topics they like to cover before you ever even think of a pitch idea.
September 9th, 2010 at 12:37 am
Fantastic! Fantastic stuff you’ve got here.
September 9th, 2010 at 12:38 am
thanks for sharing
September 9th, 2010 at 12:38 am
Good share on digital footprints. What are the main uses of these foot prints?
March 13th, 2011 at 1:35 am
A slot on CNN is a real luck. Very good!