It's inevitable.  It happens everyday in newsrooms across the country: a doctor or professional calls their local television news room to pitch a fabulous story for media to cover.

You're excited, it's a great story. As a business owner, you completely understand that one story covered by the media for free is equal to approximately $5700 in hard advertising costs.

So you start pitching and in 4 seconds that reporter or producer on the other line already knows your story will never make it on air.

Here's the three things you MUST know before picking up that phone to pitch so you don't throw away thousands of dollars in free publicity:

1. When calling the newsroom ALWAYS get permission to pitch. Ask: "Do you have 30-seconds for a story pitch?" Asking for permission to pitch lets producers, reporters and assignment editors know you value their time AND that you know how hectic it can be in the newsroom. This creates YOUR credibility, fast.
2. Never call during a newscast. Never. Calling during a newscast will have your pitch completely die before you open your mouth. Newsrooms are very busy just before a newscast and during actual airtime. For the evening news, stretch that time even more. If your local news starts at 5pm, don't call after 3pm.
3. Never pitch an old story. Don't pitch spring cleaning your financial portfolio in June, how to shovel snow in January or back to school backpacks in October.

Bottomline: credibility is everything. You are immediately being assessed the second you open your mouth. When making a cold call, dazzle them with your credibility the first three seconds you open your mouth. Want to learn how to get thousands in free publicity for your practice or business? Shawne created "The Complete Step-By-Step Insiders Guide to Unlimited Free Press and Publicity for Doctors & Professionals" Check it out here (link)