From left: Anna Gorman ( Kaiser Health News), Elizabeth Aguilera (KPCC-FM), Susan Abram (Los Angeles Daily News) and Paul George (Porter Novelli’s Director of Global Health and Wellness)
Many of us know how it feels to send a pitch, follow up by phone and wind up having nothing to show for our efforts. That’s why PRSA-LA’s August 19 “At Breakfast With… Health Care Media” panel was focused on helping PR pros develop sure-fire tips for building relationships and scoring coverage with health care reporters.
The event, sponsored by Porter Novelli and the Southern California Gas Company, featured a panel with journalists Susan Abram (Los Angeles Daily News), Anna Gorman (Kaiser Health News), and Elizabeth Aguilera (KPCC-FM), and was moderated by Paul George, Director of Global Health and Wellness at Porter Novelli.
When asked what piques a reporter’s interest, the panelists said topics vary depending on whom you’re pitching. Anna Gorman highlighted trending-topics of interest to her: Alzheimer’s, the opioid abuse epidemic, the Affordable Care Act, “patients taking control” of their health care and related costs and population health. Elizabeth Aguilera focused on access to low income/vulnerable populations and environmental health, while Susan Abram noted interest in university studies and new research.
The journalists emphasized the importance of building quality relationships and understanding preferences for how they want to be pitched. Media pitching tips include:
- Sending a mass email is not the way to go – send a custom pitch.
- Pitch selectively – pick the story idea that’s most interesting to you.
- Accept “no” for an answer.
- Be accessible if/when a journalist responds to your pitch.
- When you send the pitch, don’t send all the background attachments. Just start a conversation.
- State your affiliation and what experts and topics you can offer.
