Interview with Steve Strauss, USA Today Columnist

 

Tying in with our theme of approaching authors, we wanted to get an insiders perspective on pitching a reporter, and Mr. Strauss was nice enough to give us a bit of his time to reflect upon his experiences.

 

Steve Strauss, a columnist for USA Today and owner of MrAllBiz.com, says that the key to getting a reporter’s attention is to make your pitch personal.

 

1.           What's your biggest pet peeve when a story is being pitched to you?

I really dislike just being sent a press release. They are boring, impersonal, and the assumption is that I will read it, figure out what’s news or column worthy, and then follow up. Better: Having a short note at the top of the email that says something like “Hey Steve, here’s a story I think your readers would love because…” then either tell the story or then paste in the press release.

 

A few weeks ago, this honest approach worked for me: “Hi Steve, have a great new client that I am trying to get some buzz on for a piece, can you please take a look at the pitch below?”

 

I liked that direct approach, and even though it wasn’t a perfect match for me, I gave the product a few paragraphs.

 

2.           If you were to make a checklist of topics/subjects a person should to do before pitching a story to you, what would it include?

 

Make sure you know what I write about. Be friendly and personal. Have a different angle if possible. Be appreciative. Be quick and to the point – long emails and long paragraphs won’t be read that often, I’m afraid to say.

 

And, honestly, flattery works, at least for me – “Steve, I often read your column and I think this story would be perfect for you…” That’s how to get to a writer’s heart!

 

3.           You have said that being "personal" is key. What kinds of things should people keep in mind when contacting a reporter (time allowances, deadlines, etc.)?

 

We get a lot of pitches, so yours better be snappy. Be concise. I’m a columnist, and even I have deadlines, but reporters are on real quick deadlines; they won’t take a lot of time to read a long, boring pitch.

 

4.           What's the worst pitch that sticks in your mind to this day?

 

The guy who pitched me about a topic that was not even remotely something I write about. He clearly just got my name off a list. Please respect my time if you want me to write about you or your client.

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As Steve Strauss says, and as every writer knows, the key to getting noticed is to take a creative approach while keeping your topic relevant to the reporter you are contacting. Apply that concept with just as much vigor in promoting your book as you do in your own literary work, and a reporter will take notice.

 

The Bookhitch staff would like to thank Mr. Strauss for his time and comments.