February 25, 2014Last week, I was in Napa Valley at the Wine Writers Symposium, an annual gathering of some of the nation’s top wine writers. While there, I spoke to attendees about how to write better pitches and get their stories placed. I was paired with Alison Clare Steingold, a senior editor at C Magazine. Drawing on my experience at Keybridge Communications and as a wine writer, I also coached attendees on query writing in a series of one-on-one sessions. The pitching process changes depending on your goals, of course. Op-Eds, for example, are almost always written before they’re pitched. With magazine articles, writers should pitch editors before they put pen to paper. These lessons also work for conventional PR – there’s no better way to get a reporter interested in your story than teeing it up for her.