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!

Three phases of a typical pitch

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

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

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

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

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

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

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!

Media Alerts

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

“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

Media Kits

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

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

Electronic Press Kits

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

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

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

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

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

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