Jeff Crilley

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Jeff Crilley is an Emmy Award-winning television reporter and author of "Free Publicity," the first PR book written by a working journalist. His colleagues often dish advice his way that they would like to share with publicists and public relations specialists.

Following are some of the top complaints Crilley hears from fellow reporters about bad story ideas and pitches.

LONG NEWS RELEASES
If you need more than one page to pitch your idea, the story is either too complicated to tell or it is time to edit the news release.

NEEDLESS CALLS
Most people blast press releases and follow up with phone calls to ask if reporters/editors/producers got them. The assignment desk at Crilley’s TV station gets about 300 calls a day from young, well-meaning PR people who are told to do this. You are much better off crafting a good story for the journalist who covers your subject. With the Internet, you can find the appropriate reporter in a manner of minutes.

NOT DOING YOUR HOMEWORK
One TV journalist tells Crilley that she gets calls all the time from people that want to know if they may be a guest on her morning show. Her station doesn't have a morning show. 'Nuff said?

SENDING AN ATTACHMENT
Until reporters/editors/producers get to know you, they are not going to open your attachment. Please don't send them.

DEATH OF A SALESMAN
Don't pitch an ad instead of a news story. The job of journalists is NOT to give you publicity. It's simply to provide good information to his/her readers, listeners and viewers. You'll get a plug, but only if your story doesn't sound so commercial that you never make it past the delete button.

CALLING ON DEADLINE
Phone calls are fine. In fact, Crilley prefers calls to emails when it comes to story pitches. But be sure to know if a reporter is on deadline. A journalist who is rushing around trying to get a story on the air or in the paper is a bad person to pitch.

Learn more about Jeff Crilley at www.jeffcrilley.com