1. Research!
It is always important to do your research. Know what you are pitching, inside and out. Ever try to sell something you didn't really like or use yourself? You probably weren't very persuasive. If you know what you're talking about, you will be more invested and passionate about your pitch. Also, know who you are pitching to. After making your media contact list, Google them! Make sure they are a good fit for your story. See if you have something in common. Find out what their interests are. It will make that phone call or email much more genuine and well-received.
2. Pick up the phone!One time, in a research methods class, I called over 150 random digit telephone numbers and tried to have them complete a 10 minute survey. And I thought that was scary... Don't be afraid to pick up the phone and dial. If no one picks up, leave a message. If someone answers, do your best. If someone totally rejects you, life goes on. All three have happened to me. But to be honest, it is so rewarding to hear someone on the phone express interest in your story. That one telephone call will accomplish more than 20 emails.
3. Follow up!
After a journalist, freelancer or blogger agrees that your story is newsworthy, make sure to follow up with them. If they need photos, send them images. If they need additional information, reply quickly and accurately. Good follow up and follow through help you establish rapport and a relationship. Then the next time you pick up the phone to call them, it definitely won't be so scary.
So grab your press releases, write your pitch and call away. Good luck! I'll be reading your stories in the San Diego Union-Tribune news room...
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