1. Contact them on deadline. It’s a little like asking to speak with a restaurant manager during the lunch rush. Find out when the publication goes to print from the editor’s assistant or the receptionist, and don’t call at those times.

2. Know your stuff. Didn’t expect the editor to answer the phone? Don’t have a clear idea of your story idea, or don’t have your notes in front of you? When you call editors, you can’t always expect to talk with them then and there. But be prepared if they happen to have a moment for you.

3. We already covered that. Take the time to see if the publication has covered the topic in the recent past. If they have, you’re not likely to score.

And here are six practices to follow that will greatly increase your chances of success:

1. Do your homework. Investigate the publication’s readership profile to make certain the audience is a good match for your story idea. Does the publication accept contributed pieces? What is their editorial calendar?

2. Keep it newsworthy. Make certain your story idea isn’t self-promoting—for example, “XYZ Company provides novel IT solutions to security problems”. Instead, use this approach: “Five novel IT solutions to security problems.” The byline will be all the promotion the company needs and positions the author as a subject matter expert.

3. Use query paragraphs to create interest. Start with a catchy headline, and follow it with a short description of the proposed article. Emphasize what’s new and controversial, and what questions it will answer for readers.

4. Limit the number of topics. Five is the maximum. Editors don’t want a shotgun approach, or “throw it against the wall and see what sticks.” Make sure each topic is coherent and well-thought out.

5. Let them know the company’s reputation and credentials. What makes the company worthy of space in the publication? Let the editor know about the company’s experience in the field and if they have written for other publications.

6. Fulfill your end of the bargain. Turn in a good story, on topic and on time. Follow the publication’s editorial guidelines and whichever style manual they prefer (ALA, AP, etc.). Doing so will place you and the company squarely on the editor’s good side and not in the mix with those other contributors who are always late, sloppy or both.

Following these six steps—and avoiding the three pitfalls—will help your pitch be a success and avoid the editor’s death sentence: the delete key!

I’ve blogged on Trade Secrets about finding the right media outlets for your company’s press releases. It’s no secret that the trade press offers tremendous value by allowing you to precisely target your message to an audience and establish yourself as a subject matter expert and thought leader.

Odds are, there are multiple publications to which your company can submit press releases and story ideas. These may be trade publications specific to your niche or more general business or management publications, as well as websites. One thing is certain—every one of them has a specific set of rules or editorial requirements that spell out what kinds of writing they’ll accept, story lengths, deadlines and other important details. And unless the publication or website is new, they’ll have a history of stories they’ve already run, contained in their previous issues or archives.

A sure way to turn off an editor and sink any hopes of getting your story into their publication is to not do your homework. Offering to write an opinion piece on trends in LED light bulbs for home applications will not fly in a publication that prints only hard news on commercial and industrial lighting—especially since they devoted an entire issue to LED lighting back in June.

First, download a copy of the publication’s editorial guidelines from its website—and if you don’t see them there, call. Read them carefully and make sure you understand what types of writing the publication accepts. Then, study the publication’s archives and editorial calendars. Find out what topics they’ve covered and how recently as well as what interests them for the future. With a little time and patience, you can identify several publications that will be very interested in what you have to say, and you may even pick up a few new ideas yourself.

Trade Press Services excels at matching compelling, timely, innovative story ideas for businesses with the highly targeted content trade publications seek. To get started, just call Trade Press Services today.