Get your article published (even if you haven’t written it yet!)

Follow these three (o.k., four) steps to fame and glory

By Betsy Arenella

1.      RESEARCH

·               Contact your PR department. If you will be writing/pitching the article as a representative of your employer, and your employer has a public relations department, contact the PR department FIRST.  PR needs to know about all media contacts, and they might do all the work for you!  Even if they don’t, they are likely to have target publications’ info.  If this step doesn’t help you, don’t worry, just go on to the next one:

·               Make a list of all the publications in which you are interested. To get more ideas, google the type of publication you seek, e.g. “Human Resources publications.”  Don’t forget electronic pubs!

·               Go to each publication’s Web site and look up “Editorial Calendar.”  (Example on page 2). This will tell you what themes the publication will be addressing when.  If the calendar doesn’t appear on the Web site, call the publication’s office and ask for one (it should be free). 

Keep in mind that lead time may be several months, so try to pitch your article well in advance.

·               For bonus points, review a few recent issues of your target publication so you can sound like an interested, knowledgeable reader when you pitch your article.

2.      PREPARE YOUR “PITCH”

·               Media pitch:  a brief, compelling, several-sentence summary of your proposed article or news story.  (see sample, page 2.) Show how your article will benefit readers. You may deliver your pitch via email, telephone, or both.  Don’t send the actual article; see what the editor is looking for first.

·               Cut to the chase, especially when emailing. Subject line should clearly state: “PITCH:  bylined article on (TOPIC).” In the body of the email, don’t ramble. Get in and get out; the editor is busy.

·               Rip from the headlines.  Like your favorite “Law and Order” episode, a good media “pitch” to an editor often is tied into a timely news story or trend.  (see page 2)

·               It’s not all about you.  If your pitch or article is too obviously trying to sell your services or your company’s product, it’s a turnoff.  Be informational:  e.g., Five qualities of a good career-development program (then make sure you/your company provide all the benefits listed.  Don’t worry, your name, company name and possibly Web and/or email address will appear at the end of the article.)

3.            START PITCHING!

·               Get personal.  Either from the Web site or from the publication’s masthead, figure out the editor most likely to cover the topic you are pitching.  If you’re not sure, start at the top, and someone will refer you to the appropriate person.  Call or email that person directly rather than using an online submission form.

·               Email your pitch, then call.  Talking to a live person is always best.  Introduce yourself, mention your emailed pitch and ask the editor whether he/she is interested. 

·               Flattery will get you everywhere.  Reporters and editors are human and love to hear feedback and compliments on their work.  Try, “I enjoyed your article about X, and I thought you may be interested in a bylined story about how Y affects X for your August issue on career-development trends.”

4.            FOLLOW UP

·         If you don’t get an immediate response, follow up with a phone call a few weeks later.  The editor may say, “We’re not interested in X and Y right now, but can you give me an article on Z?”

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Sample Editorial calendar:

Sample email pitch:

To:          Joe Editor

From:      Sally Career Development Professional

Subject:  PITCH: Crucial job-seeking skills for 2010 (bylined article)

I enjoyed your November 3 article, “Jobseeking in Joyless Times,” and thought you may be interested in a related bylined article for your March 2010 Careers issue:

Given the recent news that few employers plan to ramp up hiring early next year*, jobseekers need to hone three crucial skills -- A, B and C -- in order to compete in a dog-eat-dog market, according to the Association of Career Professionals International, New England.

Thank you.

Sally Career Development Professional

Senior Vice President-Human Resources

XYZ Company

Tel: (555) 555-5555

Email: sallyc@xyz.com

*“Little New Hiring Expected, Polls Say,” Associated Press, December 9, 2009.