Elements of a Pitch

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As presented for Champlain College Writing for PR Class on 2/22/2012.

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  • Elements of a Pitch

    1. 1. elements of a pitch presented by nicole ravlin pmg public relations nicole@peoplemakinggood.com
    2. 2. ✴ consider the news cycle - how will your pitch dovetail with what journalists are looking for?
    3. 3. ✴ 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?
    4. 4. ✴Short and Sweet: no more than a few sentences, no more than three links, no attachments. End with a call to action.
    5. 5. ✴do a round of follow-up emails two to three days later.
    6. 6. ✴Have support materials (high res photos, fact sheets, backgrounders, spokespeople’s schedules) at the ready.
    7. 7. ✴Make sure that you have a well built media list - target contacts that actually cover your topic. http://us.vocuspr.com/
    8. 8. the pitch
    9. 9. the result
    10. 10. the queryA journalist with a top U.S. daily sends thefollowing query: Im interested in connecting withsmall-business owners that are planning to boostspending in the year ahead on new hires,equipment, facilities or any other area. Ideally,these would be small firms that have curbedspending over the past year or so until conditionswere right. Alternatively, I would also be interestedin talking to small-business owners who arekeeping budgets tight going into next year.
    11. 11. the pitchHi, My firm represents a lot of small businesses. One that would fit wellwith your query would be TrueBody Products. TrueBody is an all-naturalsoap company that has nationwide distribution through retailers likeWhole Foods, Fred Mayer and Kroger. This past year Janice Shade(True CEO) had to scale back on spending because distributors (whoare notoriously slow) were aging payables 120+ days. This put aserious crimp on her cash flow. In 2012, thanks to a round of fundingand some creative capital – in addition to increased sales, Janice is nowmoving ahead to expand her product line (she offers a facial and a bodybar now, she plans to have a liquid hand soap in the new year) and willinvest in other areas of her company to include sales and marketing.Though she is increasing her spend – she is not taking her eye offconservative spending. The lesson learned in the past remains: if wedon’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 afit?Many thanks for the consideration.
    12. 12. the result
    13. 13. the pitchHi Keri,If you happened to catch the Super Bowl HalftimeShow last night - chances are youre still wonderingwho that guy was on the tightrope. Well, that wasnta tightrope, it was a Gibbon Slackline and viewersare still buzzing about the impressive array of tricksperformed by Gibbon Slackline athlete, Andy Lewis.In addition, Andy was recently featuredon TMZ earlier this afternoon for his show-stealingroutine. I represent Gibbon and the Gibbon US ProTeam, including last nights athlete, Andy Lewis.Slacklining is an up and coming sport. Would you beinterested in learning more, interviewing or getting ademonstration from any members of our pro team?Thanks,Liz
    14. 14. the result http://teamcoco.com/video/slackline-performer-andy-lewis
    15. 15. your turn!

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