“Respect my time,” if you want to succeed in pitching today’s TV news.

That was the advice of Rory Schmalzreid, executive producer of Denver’s KMGH- Channel 7 at the Colorado PRSA Media Roundtable.

Keep the information concise in the email message. He does not mind having several newsroom staff copied, but others may feel differently.

Don’t make multiple follow-up calls, but it is all right to call once make sure he’s received it.

“Get to know me and our station’s brand,” says Kristine Strain, assistant news director at KCNC-TV.  Channel 4’s brand is hard news.

One of her qualifications for doing a story is whether the info is available elsewhere.  “Could I Google that?”  she noted. Another criterion is whether 10 pm viewers will stay away to watch!

Other tips from participants:

* Assume I will be interested: have your experts and interviewees ready.

* Put the date of the event up front so it can be filed or considered for immediate action.

* Don’t send big attachments.

Success in pitching the news media in a busy metropolitan area requires compelling copy and communications savvy.