Quotees Archive

You can either endure the difficult or do the difficult.

- Michael Levine

Your list is like a garden, tend it well.

- Michael Levine

The information about your project is objective, but your presentation is subjective. When your own subjectivity collides with that of the media, there’s plenty of room for confusion,misinterpretation and disinterest. That is why you must know precisely how to pitch before you make that first phone call or mail a press release.

- Michael Levine

The Pitch is your mechanism for persuasion. Persuasion is the goal. You’re trying to convince them of someone or something, and they might initially be resistant. This isn’t a nice casual conversation; it’s the Guerrilla P.R. version of a first strike.

- Michael Levine

The screwball. Humor can often be effective and with this style, it’s emphasized. Appeal to the journalist’s heightened sense of the unusual. Stunts, sideshows, ancillary themes are put to work here.

- Michael Levine

There are several styles of pitching, but all have two principles in common: they appeal personally to the individual being contacted, even if he or she is a stranger and they rely on logic to make a case.

- Michael Levine

There’s an old saying: To lead yourself, use your head; to lead others, use your heart. That’s the nature of the Law of Connection. Always touch a person’s heart before you ask for a hand.

- Michael Levine

They want good stories. They aren’t paid to say, no. They’re paid to say yes to the right stories.

- Michael Levine

Good communication is a give-and-take proposition. Don’t think of your pitch as a short speech, after which you get a thumbs up or a thumbs down.

- Michael Levine

This approach appeals to the media’s innate curiosity.Whereas a fastball stresses logic over emotion, the curveball stresses emotion over logic.

- Michael Levine

Humor can often be effective and with this style, it’s emphasized. Appeal to the journalist’s heightened sense of the unusual. Stunts, sideshows, ancillary themes are put to work here.

- Michael Levine

This includes daily newspapers, local TV shows and talk shows; local all-news or talk-radio programs, weekly entertainment guides; local bureaus of the wire services;public access and other local cable TV stations, city magazines, business newsletters and ethnic publications.

- Michael Levine

I’ve found reporters, editors, and producers to be an engaging lot overall, naturally curious and ever on the prowl for good stories.

- Michael Levine

Ultimately, the goal of any public relations campaign is to either reorient or solidify the perception of a product, client, policy or event. From there nature takes its course. If the public perceives the product as good, the movie stars as sexy, the pet rock as indispensable, then the public will fork over its money. One will succeed in a P.R. campaign only if the perception fostered truly resonates with the public. People respect wisdom but obey pain.

- Michael Levine

If you are unduly nervous, turn it around make your vulnerability an asset.

- Michael Levine

With the right pitch, you’ll get no argument. This is where the salesmanship comes in…It requires of you a substantial degree of self-confidence to pull it off, but your belief in your own project will help you muster that.

- Michael Levine

If you say too much or mix in multiple pitches, you diffuse your goal. You must give the media a pitch they can hit.

- Michael Levine

Magazines, trade publications and out outlets that relate specifically to your field of interest. If you’re a musician, Billboard, Rolling Stone and Spin top your list; if you’re a chef or restaurateur, the Gourmet or Bon Appetit and the food section of your local paper top yours.

- Michael Levine

PR is gift-wrapping. If you package a bracelet in a Tiffany box, it will have a higher perceived value than if you presented it in a Kmart box.

- Michael Levine

That which becomes acceptable becomes inevitable.

- Michael Levine

The bigger your list, the greater your options. That doesn’t mean you contact everyone on your list each time you send out a press release. You pick and choose who gets what, and block out long-term strategy as you go.

- Michael Levine

The Curveball. This approach appeals to the media’s innate curiosity. Whereas a fastball stresses logic over emotion, the curveball stresses emotion over logic.

- Michael Levine

Be fair. You have to be able to see their point of view.

- Michael Levine

Be frank. Reporters know when your story is all hype and no substance. Be honest with them.

- Michael Levine

Be friendly, but not so friendly, it’s creepy.

- Michael Levine

Because we publicists are hired guns, reported don’t often put much stock in our pleas and arguments, at least not a first. I was told by one entertainment reporter from a large metropolitan paper, Publicists don’t believe in what they are selling. They’re just paid pitchmen.

- Michael Levine

Before you take on the media, you have to know something about The Pitch.

- Michael Levine

Don’t be intimidated as you design your pitch. The fact is that nobody will come to you at first. You must be the aggressor, or you will not be heard.

- Michael Levine

Be factual. Lying is really, really a bad idea, mostly because they’ll find you out. And then you’ll never get another item in that outlet for as long as they remember you, which will be forever.

- Michael Levine

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