It's inevitable.  It happens every day in newsrooms across the globe: a non-profit, a business owner or a doctor 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 $6400 in hard advertising costs.

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

Why? Because when you suck on the phone, you will suck in front of a camera.  Makes sense, yes?

Here's 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. Practice. Practice your pitch. It’s 30 seconds long. Have this puppy down.

Hi, my name is_______________.

I’m an expert in______________.

Saw the story in USA Today on______________.

I have three tips that will____________________.

Here’s my cell phone number________________.

    2. When you call the newsroom before you say anything else 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.

    3. After pitching, answer your cell phone. It sounds silly but half of you will miss this. When you’re beginning a media relationship, you have to be available after a pitch. The reporter cannot go into your voice mail. It kills you opportunity to make a good first impression.

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 four seconds you open your mouth and be there when they call you back.