Stacie Smith, a PR specialist with Smith Communications, and Tracey Howland, a senior segment producer at Breakfast Television (BT), spoke about making headlines for your magazine by reaching the right media, seeking the right contact and making a perfect pitch (photo shown).

Smith, who has worked with Cottage Life on promotional projects, says the first thing editors need to realize is they are fighting the same battle in their jobs as the media contacts they are trying to reach. "We all delete about 75 press releases from our inbox everyday," says Smith.

When writing press releases and pitches, Smith says there are some simple points to keep in mind, including be relevant, timely and fun. And when sending out your pitches for news stories or TV segments, she says, "A phone call makes a massive difference." Send that short email with all your key points, but also make a personal call to start a relationship with the TV producer or newspaper editor.

Smith also spoke about making magazine editors pundits. She says magazines should pitch the availability of their editors as a source. That way, if an event happens or a topic is making headlines that is linked to the focus of your magazine, your editor may be called upon as an expert. "You are offering expertise. You have the access to the most information in your sector, and you don't have a bias," says Smith.

The speakers then turned to some sample magazine issues they were given before the luncheon. Smith opened a Flare and used a handbag story as an example of one she would pitch to Howland for a segment on BT. Howland liked the idea and says the key for her is visuals, and the more the better. "Even if we don't get to everything, at least the visual is there."

Howland gave examples of good pitches and bad ones, making it clear that short and catchy pitches with the main point in the first two sentences work best.

The CSME luncheon concluded with a round of Q&A for Smith and Howland, leaving the crowd with some fresh ideas for making headlines from their own headlines (see video clip below).

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