Perfecting a 10-second pitch was the topic at a packed June 15 Entertainment Publicists Professional Society event on June 15.

Reduce the pitch to one or two sentences, said Sandi Padnos of Scoop Seminars. The lines must be compelling, easy to absorb and be backed with visuals plus executive access. "Anticipate questions about your pitch points," said Padnos at the Hollywood session.

Sani Padnos and Elayne Harbert

Harry Medved, PR chief of Fandango, recommended rehearsing a pitch to bring it down to the 10-second goal. Think of the reporter as a V.I.P., he said. Find a good venue and know client facts down cold.

Satellite media tour pro Elayne Angel Harbert of Angelworks suggested targeting smaller markets that are more receptive to using electronic publicity materials. "

A story used by a group of smaller outlets will get you the same reach that a single big show delivers and they are easier to get," she said.

Padnos agreed with Harbert's small is beautiful line. She often auditions a pitch with a friend in the media before going national. Padnos has found that local editors usually have the same questions as people at larger outlets.

George McQuade, president-elect of EPPS and western bureau chief for this website, moderated the session.