Media Relations: Three Sisters, Three Rabbis And CBS5

When people pitched me stories, I sometimes needed to hear simply a few words to know I had a winner. So when I learned three sisters are all rabbis, I needed no further details. However, not everyone immediately sees the light. How often did I sit in editorial meetings, pitch ideas I considered small treasures and listened as producers and managers responded in silence, later assigning me to something less worthy? Several reporters passed on this story idea I like to call “Sister Act.” Several producers did not respond to my emails. Light feature stories struggle to find their place among controversy and breaking news. I get it. But persistence pays off. In this business, you must have a lot of chutzpah. A CBS5 executive producer believed in the story and sent a reporter to cover two of the sisters who live in the Phoenix area. The station will interview via Skype the third rabbi, who lives out of town. Here are some pictures I took of the interview. Click on them.