We have all been there - The Cold Call. That dreadful moment when we hit those numbers on the phone and hope the person at the other end does not answer so we can talk to
voicemail. For many of us, the cold call is like the final march to the electric chair. It is something that we never want to do.
Fear of rejection drives the challenge of the cold call. Fear that the person you are calling is going to pick up the phone and verbally abuse you or, even worse, hang up.
Getting someone to listen to what most people would have to say is the hardest part of the PR professional's job. And, there are always going to be cold calls, no matter how long you
are in the business.
Here are some helpful hints for getting over the fear of rejection and developing the kinds of relationships with media contacts that can make you as successful in selling stories
to the media as top salespeople are in selling to their most strategic repeat customers.
Preparation is the most critical element in overcoming the fear of cold calling. The best way to start is to try out your pitch on a friend or colleague - someone who will give
you friendly but constructive criticism on your pitch. Rehearsing with a friendly audience will not only help you get the pitch down cold, but will also make you more comfortable
when you deliver it to an editor you haven't met yet. Being at ease when you make the call, and knowing exactly what you want to say and how to say it, should put you over the top.
Then, if you know your subject and target, you will have an excellent chance of success. While you won't always succeed, you will at least leave a positive impression with the
person you are pitching - something that should bode well for you in the future.
Following are the basic elements that will lead to cold call success:
Call opening objectives:
- Put the contact at ease
- Transition to the questions
Cold call guidelines:
Introduction
- First name, last name, company
Benefit
- For the audience
- For the journalist
- No mention of specifics
Purpose:
- Reason for the call
The first thing you want to do when you make the call is put the contact at ease. As I mentioned earlier, it is essential that you approach the call in a relaxed manner, which
helps in setting up the relationship. Often, members of the media clench up because they have the feeling they're just there to do something for you rather than you doing something
for them. You need to establish from the beginning that you have something to contribute that will benefit both of you.
Once you get on the phone, take a straightforward approach. Introduce yourself, briefly state who you are representing, then give a simple explanation of what you want to
accomplish. Next, you need to clearly explain the benefit of your story idea for the audience and for the journalist. At this point, do not get into specifics. Save them for later
if the contact bites at the initial pitch.
By following these steps, you likely will create some interest and put the person you are calling at ease. You then can proceed to a Q&A to understand how you can best provide
a benefit to the person you have on the phone.
An important fact to remember is that your story pitch may often not resonate with the person you are calling. It is essential that you be prepared with multiple story ideas. For
example, if the original pitch is based on a consumer approach, you might switch to a business approach, a lifestyle angle, or even a light-hearted angle. The key is to have several
potential story angles at hand, sort of like Willy Loman with a satchel full of ideas.
Lastly, there will be times when you simply are not going to have the right idea or story angle. At that point, don't force it. You might work with that person down the road, and
they will remember you. Even if your idea wasn't for them, they will take your call if they liked the way you handled the first discussion.
Next Installment: How to Sell Your Story
Contact:
Michael Renderman is the Vice President of Business Development at Bacon's Information. He can be reached at [email protected].