one-sentence guide to pitching #1: your expertise

Here’s the setup:

Sending a note to a reporter that says “Yeah, I’m an expert on this, call me,” isn’t the best way to be thought of as an expert. It’s a good way, though, to be thought of as an idiot.

Here’s the one-sentence pay-off:

Tell the reporter WHAT you do that makes you the expert, WHY you think you’re considered an expert, and then offer SEVERAL quotable tips in the email, that allows the reporter to see that if he or she calls you back, you’ll have a clue, know what you’re talking about, and offer good quote.

Thanks to Peter Shankman, cheeky guru of PRness and brain behind Shankman.com - where you can Help A Reporter Out. (Or look like an idiot.)