2. CRAFTING THE PITCH
STEP 1 – THE SUBJECT HEADLINE
 Develop catchy Subject Headline that will cause the
reporter not to delete your email.
SAMPLE SUBJECT HEADLINES
Editors: Marathon Madness: What to Know Before & After Race Day
NEWS FROM PARENTING.COM: Homework help; moms who rock; the
back-to-school statistic you need to know
AAA: Are Car Seats any easier to install?

3. THE LEAD
The lead is the introductory paragraph - it should
have a hook that engages your reader from the first
sentence. It could be a ripped from the headlines
story; a startling statistic or an announcement of a
product or service that has never been seen before.
A lead can also reference a story the writer has
recently covered – this will show that you are not
blindly pitching the story. You’re pitching them
because you thought they would be interested in it.

4. BULLET POINTS
 Your second paragraph should contain 3-5 bullet points including
important and interesting facts about the subject you are pitching:
 From a recent holiday gift guide pitch from Panasonic:
 New Panasonic NB-G110P FlashXpress Toaster Oven – with a
temperature keypad for precise temperature control and digital timer to
prevent overcooking, this toaster oven can prepare a variety of holiday
appetizers from frozen foods to pizza. Available at a suggested retail
price of $129.95.
 New Panasonic SR-DF101 and SR-DF181 Microcomputer Fuzzy
Logic Rice Cookers- adjust power depending on how much food is
being cooked for precise cooking and consistent results. Clearly labeled
with large control panel icons, this 5-cup and 10-cup capacity rice
cookers can cook up steamy soups and delicious side dishes.
Panasonic’s SR-DF101 5-cup rice cooker has a suggested retail price of
$79.99. The SR-DF181 has a suggested retail price of $89.99.

5. THE PITCH
Compelling lead paragraph– offer an exclusive
interview with your client or the opportunity to
experience a brand or service for the first time before
the general public.
Be a storyteller -If you’re pitching a person, share an
anecdote about them that the reporter can relate to.
Suggest a few topics you can discuss - The pitch can
also includes a variety of angles your client can
discuss with the reporter. This should also be in
bulleted format.

6. CONTACT ME
End the pitch with a way for the reporter to get in
touch with you via email, Twitter and/or Facebook.
Enter your name, email address and phone number
Inform the reporter that you will also be following up
with him to ascertain his interest

7. THANK YOU
Thank the reporter for his time
End the letter with your signature line:
Sincerely,
Name
Title
Company

8. MY PITCH PEEVES
1. GET TO THE POINT – You are not writing a novel –
you are writing to capture the attention of a very
busy reporter or producer
2. SPELLING ERRORS -- If you’re pitching a stationery
company, certainly don’t use the word “stationary”
in your pitch – (I received a pitch with that spelling).
Know your client and know how to spell words that
describe their services.
3. POORLY WRITTEN SENTENCES – Don’t end
sentences with the word “of.” “Um,” “Like” and “You
know” do not belong in any pitches or releases.

9. MY PITCH PEEVES
4. OFF TOPIC PITCHES: Writing a pitch that is
completely off topic and sent to a reporter who
would never cover what you’re pitching.
5. POOR USE OF GRAMMAR: Don’t insert a semi
colon when it needs a comma. And don’t put a
comma before “and” – refer to your AP style book.
6. A CONFUSING PITCH: The reporter can’t figure out
what you are pitching. Get to the point, get me the
facts and then tell me why I should cover you.

10. TELEVISION PITCHES
Get to the point: Broadcast producers have no time
to focus on long winded pitches.
Bullet Points: Include bulleted tips from the person
or client you are pitching.
Examples of past interviews: Include a sizzle
(media reel) of your client to show he/she has TV
experience
Background info: Include a bio of your client
Contact Information: Include your phone number,
email address and Twitter handle.

11. RADIO PITCHES
 Research the hosts: Know the show you are pitching
 Facts & Statistics: Include tip driven information tied to
the news of the day
 Engaging interview subjects: Offer the types of topics
your client can discuss on air
 Include a link to a recent radio interview and/or TV
appearance
 Include a bio of the interview subject
 Include dates when your client is available
 Where to reach you -Include your contact information

12. PRINT PITCHES
 Research what the reporter has covered in the past
 Draft a hook that will show the reporter you know their
work and don’t want to waste their time. You’ve got
something they may want to cover.
 Include an exclusive offer (interview, access to a new
product or service before the general public).
 Include bullet points with relevant links that provide
additional background on your client.
 Check the calendar and see if your pitch ties in with
something that’s taking place that month (ie. You pitch an
author who wrote a book about self esteem during Bullying
Prevention Month)
 Include you contact information at the end of the pitch

13. ONLINE OR BLOG PITCHES
Concise - Keep it very short
Under 300 words - Pitch should be no longer than
four paragraphs
Research the blog -Identify that you have been
reading the blog/website in question.
Provide a special offer or offer an exclusive
experience to the blogger
Provide images they can use for their blog post with
photo credit provided.
Include important links to websites and/or video

14. IF YOU DON’T HEAR BACK…
Change the pitch
Engage with the reporter via email FB or Twitter –
find out why they are not interested
Find another reporter and pitch again
Do not give up

15. GROUP PROJECT
1. Notification: I will be notifying you via email which group you
have been assigned the week of 9/17.
2. Connect: Once you have been assigned a group, you should plan
to connect either in person or via phone so that you can select a
company or brand you will be covering.
3. Collaborate: I will be giving you time in our in person classes to
collaborate and will be available to assist you during this time as
well.
4. Divide and conquer: One group member should not be pulling
the weight on the project. Assign a task to each member so that
the project is truly a collaborative effort.
5. No Excuses: If you cannot attend a class in person, you are still
responsible for working with your group. Research, writing and
communication with your group can be conducted anywhere.

16. YOUR HOMEWORK
ASSIGNMENTS
3A -- Blog entry No. 1 (post in Discussion Board):
1. What are some of the most compelling news stories
or blog posts you’ve seen this week? Include a link
to the story.
2. Why did they grab your attention? (1 sentence)
3. After reading the blog post or news story, craft a
pitch letter that could have secured that coverage.
Due by Sept. 20 midnight. 200 words (15 points)

17. EMMY AWARDS TWEET-UP
1. 3B: Emmy Awards Tweet up. Watch the Primetime
Emmy Awards (http://www.emmys.com/) on Sept. 23
and write at least 10 tweets during the show. Visit
www.tweetchat.com and enter the hashtag #Emmys to
join the discussion. While you are watching the twitter
stream, identify media reporters and outlets
participating in the session and show how you
discovered that someone won an Emmy via Twitter. Next
write a blog post announcing the winners based on the
tweets you’ve seen online 200 words total (post in Blog
post section). (15 points)