1. Pitching A View From Inside
Ginnie Titterton, Senior PR Manager The Chronicle of Higher Education & The Chronicle of Philanthropy

2. Who I Am & What I Pitch
Chronicle.com Philanthropy.com ChronicleVitae.com ALDaily.com

3. What I’ll Cover About our newsrooms About pitching generally
Some final thoughts
I’m at the Chronicle every day: AMA!

4. About the Chronicle Newsroom

5. Travel VIP visit The dentist
The reporter day-cycle
Local radio call
Meets with editor
Coffee again
Looks at #inbox 1000
Consults with data team on FOIA request
Twitter/Social Promo
Writes
Takes phone pitch
Searches Slack
Reads comment section 
phone interview
Seeks food/ coffee
Press Event
Art meeting
Travel
Work from
home day
VIP visit
Webinar!
The dentist

6. Where do they find news? From the World From Us Conferences
Academic papers, other research, and book releases
The news:
Competitors
Blogs
Student newspapers
Social media
The buzz and their sources
From Us
Good pitches
Press releases of actual news

7. PLUS: RANDOM OFFICE EMAIL
What else do they get?
Hi Ginnie,
I hope your week is off to a great start! I'm reaching out to you today as someone responsible for disseminating [[disease]] resources to families and individuals.
Slack notifications
PLUS: RANDOM OFFICE
Chevrolet [[Dealer]] and [[Education Organization]] Host 2nd Annual Golf Tournament
[[Withheld]] and [[Withheld]] are teaming up to host the second Annual Golf Outing to benefit the [[Withheld]].

8. Unique about the Chronicles
Chronicle of Higher Ed
Daily Side: Breaking News, Daily Briefing
Weekly Side: Idea Lab
The Review
Opinion
People Announcements
Visitors!
Chronicle of Philanthropy
Individual gift announcements ($1 million or up)
Resources & Tools

9. Pitching to Any Reporter

10. The Story/Mention/Placement
It’s a science. Luck matters, too.
The Story/Mention/Placement
The Reporter
Timing
Your news

11. RESEARCH: You are not an island
Read & build your awareness of:
What the constituencies you want to reach are reading, and then what the details are on those outlets, including who the right reporters are
Where you’re currently having success
The gaps
Why?:
You and your institution are not in a vacuum
Would you go to a restaurant without looking at the reviews?
It helps to visualize the outcome and who you’re pitching

12. The Story/Mention/Placement
KNOW: What is “newsworthy?”
Use your research & awareness
Trust your instincts
Some stories are easier to place than others
Think positively, think big, but think realistically
The Story/Mention/Placement
The timing
The reporter
Your news
Manage Expectations
You’re the communications professional. Let your internal constituents know what’s up.
This isn’t a place where you get to “own the message” 100 percent.
Remember, you have other means at your disposal.

13. WRITE: Pitches that work
Individualized and thoughtful
Use your research
Think about your audience & also theirs
They are just the thing that person needs
They are well-written and brief
Subject lines: tell them what it is
Use a name
Keep it to a couple paragraphs

14. What reporters do not like
Phone calls unless they’re urgent
Brown-nosing and/or whining
Generic press releases with no news and/or no relation to them/Marketing brochures
Getting approached as if they’re not an individual
Being yelled at/condescended to

15. What reporters like Actual news tips & help Honest compliments
Professionalism
Being treated as a person
Fast feedback when something is blatantly wrong

16. Media Relations in 2017

17. It’s a little about you. The Virtues: Transparency Thoughtfulness
Craft
Karma
Access

18. Go be excellent.
This is a craft. It’s not easy. Respect your own work and expertise.
And respect reporters. They don’t have easy jobs either.

19. I work at the Chronicle: AMA!
LinkedIn: Ginnie Titterton
SHAMELESS PLUG: The Chronicle’s Fall Reporting Workshop!