<p>What do you do when you receive a story pitch that's way off target or not even remotely related to your beat? Have some fun. As my old CNN boss used to say when he wanted us to use video that didn't exactly fit the story..."Back Into It!" </p>

What do you do when you receive a story pitch that's way off target or not even remotely related to your beat? Have some fun. As my old CNN boss used to say when he wanted us to use video that didn't exactly fit the story..."Back Into It!"

Back Into It

I've led a dual life--as a journalist and PR guy: CNN, Associated Press, Detroit News, Forbes.com on the news side and all the different names of Chrysler and Franco PR on the PR side. Even in my semi-retirement I'm playing on both sides of the scrimmage line. In this podcast I'll talk about some of the best and worst pitches I receive, why they work or why they don't, best ways for PR people to make reporters happy and land coverage and from the journalist side, how best to work with PR people to make sure you're getting what you need to create great stories.

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Back Into It

Back Into It