Here’s the final dispatch in this series (until we learn more)… the last part of Why Should Anyone Give A Rat’s? Advice Gleaned From The Gatekeepers:

3) Know who you’re talking to.

Before you submit a story idea or send a press kit, pay attention to what is on that station. Read that publication at least once and pay attention to what is in it, including the ads. Look at the website. How is it written? What does it talk about? That gives you clues to their target audience. How well does that mesh with the target audience for what you’re promoting?

If it’s not a natural match but there’s something special, that’s your hook. Your ballet recital might not be what your average reader of Biker Bar Monthly is looking for… unless your event is Ballet and Bikes and your dancers will be performing with, or around, motorcycles. Not that there aren’t motorcyclists who like the ballet — but as Mom used to tell me, “You shoot ducks where ducks like to gather.” Your chances are better in a setting that is more in line with the style of the event.

I’m told that if you pitch something that isn’t obviously for that publication, show or website without making the case for why it really is a good fit, that’s a big red flag.

Also, for local stations or publications, pay attention to what your local connection is. If you don’t have any, you don’t, but if the director, or a performer, or the writer, or the artist was born in that area, lived in that area, had parents who lived there, something that connects it to that area, feel free to mention it. Not belabor it, but mention it.

4) Remember what you’re up against.

Don’t let it stop you — just don’t forget it. In any midsized city, there are many, many events happening almost any week in the year. That’s your competition for time/space/attention. So do your homework. Which leads me to the last one for now:

5) Follow the *&#(#! instructions.

Contact whoever the way they want to be contacted. There’s not one magic format. Some like email, some like snail mail. Some have an online form to fill out. Whatever it is, show the basic respect of paying attention and following instructions.

Any show or publication gets many pitches for stories, for calendar items, for PSAs. The instructions aren’t meant to make your life difficult. They’re meant to help smooth the flow of information coming in. That’s how they are set up to handle incoming information. No point railing against it. Show that you value the chance to promote your art, your event, your performance.

Actually, that’s the biggest complaint I’ve heard. The #1 thorn in the side of gatekeepers — people who don’t bother to do the homework or follow the instructions. Do that and you’ve just increased your chances of a favorable reception.

There are no guarantees. You can do everything right and still not get it every time. But you can increase your chances. Good luck!