Pitch Letters, Advisories, Media Kits and Op-Eds Chapter 8 PR 313

Pitch Letters The odds are against you when you pitch a journalist Most pitches do not even receive a response You need to improve your odds!

The odds are against you when you pitch a journalist

Most pitches do not even receive a response

You need to improve your odds!

Three phases of a typical pitch 1. Research your target media 2. Write the letter/make the call 3. Follow up

1. Research your target media

2. Write the letter/make the call

3. Follow up

Research First Before you make contact, learn about the media outlet Examples: Circulation Target age of readership/viewership Specific editorial leanings/likes/dislikes Reputation of the writer/editor Any detail that will help you customize your pitch

Before you make contact, learn about the media outlet

Examples:

Circulation

Target age of readership/viewership

Specific editorial leanings/likes/dislikes

Reputation of the writer/editor

Any detail that will help you customize your pitch

Customization Use the information you find to customize the pitch A customized pitch has a better chance of success Find out how an individual writer/editor prefers to receive their pitches

Use the information you find to customize the pitch

A customized pitch has a better chance of success

Find out how an individual writer/editor prefers to receive their pitches

Preparing the Pitch Letter “ 60-second rule” You have a very brief amount of time to make your impact Keep it short and simple Keep the pitch to a single page Have a good lead, but make sure that you get to the point quickly

“ 60-second rule”

You have a very brief amount of time to make your impact

Keep it short and simple

Keep the pitch to a single page

Have a good lead, but make sure that you get to the point quickly

Six Elements of the Pitch Letter 1. Enough facts to support the story 2. Angle of interest to the audience 3. Alternative angles suggested 4. Offer to help with research, interview arrangements and graphics 5. Indication of authority and/or credibility 6. Mention of pending follow-up call

1. Enough facts to support the story

2. Angle of interest to the audience

3. Alternative angles suggested

4. Offer to help with research, interview arrangements and graphics

5. Indication of authority and/or credibility

6. Mention of pending follow-up call

Tips Be aware of the deadline that the reporter is operating under Don’t call on their deadline! Only do so if it is big “breaking news” Don’t call to ask, “Did you get the release?” Don’t lie

Be aware of the deadline that the reporter is operating under

Don’t call on their deadline!

Only do so if it is big “breaking news”

Don’t call to ask, “Did you get the release?”

Don’t lie

E-mail Pitches Header should be to the point Keep it brief Don’t include attachments (unless requested) If you are “blasting” an e-mail to multiple editors, you should hide the other recipients Add an “opt out” disclaimer at the end of the e-mail

Header should be to the point

Keep it brief

Don’t include attachments (unless requested)

If you are “blasting” an e-mail to multiple editors, you should hide the other recipients

Add an “opt out” disclaimer at the end of the e-mail

Follow-up “ I will contact you next week to follow-up, but in the meantime you can reach me at…” Be prepared to answer detail questions that might help “sell” the story Accept “no” graciously You are it for the long term – so don’t burn a bridge!

“ I will contact you next week to follow-up, but in the meantime you can reach me at…”

Be prepared to answer detail questions that might help “sell” the story

Accept “no” graciously

You are it for the long term – so don’t burn a bridge!

Media Alerts Used to tell assignment editors about an upcoming event There are a few different standard formats

Used to tell assignment editors about an upcoming event

There are a few different standard formats

Media Alerts Usually contain short, bulleted items with the basic elements of who, what, when and where May include info on where a reporter can get more information, if they are unable to attend in person Satellite feed Online press room

Usually contain short, bulleted items with the basic elements of who, what, when and where

May include info on where a reporter can get more information, if they are unable to attend in person

Satellite feed

Online press room

“ Interview Opportunity” Media Alert If you are making a spokesperson available for media interviews, a media alert can be used to let reporters know about the opportunity

If you are making a spokesperson available for media interviews, a media alert can be used to let reporters know about the opportunity

Media Kits May be elaborate or simple Contains various elements on your campaign for the media

May be elaborate or simple

Contains various elements on your campaign for the media

Elements of a Media Kit News release News feature Fact sheet Background information Photos/Graphics Biographical info on the spokesperson or executive Basic brochures

News release

News feature

Fact sheet

Background information

Photos/Graphics

Biographical info on the spokesperson or executive

Basic brochures

Packaging Your Kit A 9 x 12 folder is acceptable Some campaigns have more elaborate packaging More is not necessarily better Your budget may dictate which approach you go with

A 9 x 12 folder is acceptable

Some campaigns have more elaborate packaging

More is not necessarily better

Your budget may dictate which approach you go with

Electronic Press Kits Mailed press kits are being replaced by electronic press kits Accessible on the corporate Web site Sent via CD-ROM

Mailed press kits are being replaced by electronic press kits

Accessible on the corporate Web site

Sent via CD-ROM

Op-Ed Many campaigns include written articles that are submitted to the opinion/editorial pages of newspapers These are usually written by CEOs or high-ranking executives on behalf of the company Can be very influential No-cost campaign

Many campaigns include written articles that are submitted to the opinion/editorial pages of newspapers

These are usually written by CEOs or high-ranking executives on behalf of the company

Can be very influential

No-cost campaign

Op-Ed Pieces Great way to get your message out Sometimes they will inspire traditional editorial coverage Length is typically 400-750 words Find out the policy of the paper before you submit your Op-Ed

Great way to get your message out

Sometimes they will inspire traditional editorial coverage

Length is typically 400-750 words

Find out the policy of the paper before you submit your Op-Ed

Writing the Op-Ed Keep it focused to a single theme and idea Make your viewpoint clear from the first paragraph Use facts and statistics for credibility Shorter sentences are preferred Write in journalistic third person (no “I”) Don’t “mass mail” to multiple media outlets

Keep it focused to a single theme and idea

Make your viewpoint clear from the first paragraph

Use facts and statistics for credibility

Shorter sentences are preferred

Write in journalistic third person (no “I”)

Don’t “mass mail” to multiple media outlets

Letters to the Editor Shorter than op-ed pieces Focus on rebutting an editorial or clarifying info in a recent news story Used to get your organization’s point of view across with minimal editing Find out the paper’s policy/guidelines before submission

Shorter than op-ed pieces

Focus on rebutting an editorial or clarifying info in a recent news story

Used to get your organization’s point of view across with minimal editing

Find out the paper’s policy/guidelines before submission

Tips Keep it short 200-300 words is ideal Keep it rational Keep it focused State your viewpoint clearly Include your title, organization in the closure

Keep it short

200-300 words is ideal

Keep it rational

Keep it focused

State your viewpoint clearly

Include your title, organization in the closure

Homework Read Chapters 8 and 9 Complete a pitch letter to the media Structured like a letter Addressed to a specific editor on your media target list Aims to convince editor to write a story about your client

Read Chapters 8 and 9

Complete a pitch letter to the media

Structured like a letter

Addressed to a specific editor on your media target list

Aims to convince editor to write a story about your client