Pitch Letters – Media Appreciates Targeted Information

Are you a public relations pro or citizen journalist who wants to share a newsworthy subject with an editor or producer (“gatekeeper” to your targeted audience)? Then you should know how to approach them because they want to hear from you.

Pitch letters target a specific publication or media outlet (local newspaper, radio or TV station), explains David Meerman Scott, author of The New Rules of Marketing & PR, latest  5th Edition.

Scott elaborates on his “How to Pitch the Media” bullets.

  • “Target one reporter at a time.
  • Use the tip line if the media outlet you are targeting has one.
  • Help the journalist understand the big picture.
  • Keep it simple.
  • Try newsjacking! (use current events as hooks)
  • Explain how customers use your product or work with your organization.
  • Don’t send email attachments unless asked.
  • Follow up promptly with potential contacts.
  • Don’t forget, it’s a two-way street – journalists need you to pitch them.”

Scott also quotes a newspaper editor: “The single most effective thing people do is watch and read my stories and send me personalized, smart pitches for stories that I am actually likely to cover.”  In other words, your pitch should reflect your familiarity with the medium and reporter.

Learn how to effectively connect with your target audience through pitch letters “social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly” in The New Rules of Marketing & PR.

For even more information on pitch letters, check out the First Person Public Relations blog post: “Pitch Letters Attract Media Interest, http://sallychapralis.com/blog/?p=487

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