First and foremost, know what you are talking about. Be sure to thoroughly anticipate the questions radio stations may have about your topic or spokesperson. Be sure you emphasize how your topic relates to the market, the station and the demographics of the radio station you are pitching.
Also be excited about what you are pitching. If you don’t seem interested in the story you are bringing to them, why should they be interested? Remember to be polite and don’t ever argue with producers. If they say no, they mean no.
But don’t let a ‘no’ get you down. One of the keys to success is pitching all media is the ability to pitch the next station without sounding like you just got a ‘no’ on your story. Remember to make your pitch fresh and upbeat and be tenacious.