The document provides guidance on effective pitching to journalists, including: - Consider how your pitch aligns with the news cycle and what journalists are looking for. - Think like an editor and what key details they need about your story and how it could be told to their audience. - Keep pitches short, no more than a few sentences and three links, without attachments. - Follow up 2-3 days later and have supporting materials ready if needed. - Target your pitch to journalists that cover relevant topics.

1. elements of a pitch
presented by
nicole ravlin
pmg public relations
nicole@peoplemakinggood.com

2. ✴ consider the news cycle - how will your
pitch dovetail with what journalists are
looking for?

8. ✴ think like a producer or editor: what do
they need to know about your story and
how will they tell your story to their
audience?

9. ✴Short and Sweet: no more than a few
sentences, no more than three links, no
attachments. End with a call to action.

10. ✴do a round of follow-up emails two to
three days later.

11. ✴Have support materials (high res photos,
fact sheets, backgrounders, spokespeople’s
schedules) at the ready.

12. ✴Make sure that you have a well built media
list - target contacts that actually cover your
topic.
http://us.vocuspr.com/

13. the pitch

14. the result

15. the query
A journalist with a top U.S. daily sends the
following query: I'm interested in connecting with
small-business owners that are planning to boost
spending in the year ahead on new hires,
equipment, facilities or any other area. Ideally,
these would be small firms that have curbed
spending over the past year or so until conditions
were right. Alternatively, I would also be interested
in talking to small-business owners who are
keeping budgets tight going into next year.

16. the pitch
Hi, My firm represents a lot of small businesses. One that would fit well
with your query would be TrueBody Products. TrueBody is an all-natural
soap company that has nationwide distribution through retailers like
Whole Foods, Fred Mayer and Kroger. This past year Janice Shade
(True CEO) had to scale back on spending because distributors (who
are notoriously slow) were aging payables 120+ days. This put a
serious crimp on her cash flow. In 2012, thanks to a round of funding
and some creative capital – in addition to increased sales, Janice is now
moving ahead to expand her product line (she offers a facial and a body
bar now, she plans to have a liquid hand soap in the new year) and will
invest in other areas of her company to include sales and marketing.
Though she is increasing her spend – she is not taking her eye off
conservative spending. The lesson learned in the past remains: if we
don’t absolutely need it or it will not impact sales, we do not spend it.
Janice is available if you would like more. Do you think she may be a
fit?
Many thanks for the consideration.

17. the result

18. the pitch
Hi Keri,
If you happened to catch the Super Bowl Halftime
Show last night - chances are you're still wondering
who that guy was on the tightrope. Well, that wasn't
a tightrope, it was a Gibbon Slackline and viewers
are still buzzing about the impressive array of tricks
performed by Gibbon Slackline athlete, Andy Lewis.
In addition, Andy was recently featured
on TMZ earlier this afternoon for his show-stealing
routine. I represent Gibbon and the Gibbon US Pro
Team, including last night's athlete, Andy Lewis.
Slacklining is an up and coming sport. Would you be
interested in learning more, interviewing or getting a
demonstration from any members of our pro team?
Thanks,
Liz

19. the result
http://teamcoco.com/video/slackline-performer-andy-lewis

20. your turn!