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This slideshow focuses on the development of pitch letters, media advisories and media kits by public relations professionals.
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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
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