Posts Tagged ‘write a persuasive pitch letter to the media; journalists respond to targeted “pitches”’

Want to Connect with the Media?  Time for a Pitch Letter!

Monday, June 12th, 2017

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

The following pitch letter resources include pointers, samples and a quirky pitch letter.

How to Pitch the Media

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.

In his book, Scott elaborates on these “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.

Pitching Media – Samples

“Sample Magazine Query or Pitch Letter”  https://www.thebalance.com/sample-magazine-query-or-pitch-letter-1360426

“The Pitch Letter”  http://www.sandralamb.com/writing-grammar/the-pitch-letter

Quirky Pitch Letter http://www.sallychapralis.com/pr_letter4.htm See below.

Editor/Producer/Contact
Medium/Beat

Dear (name of editor),

The shoes you wear take you to work, to the ball game, to the mall, to school, on a hike, or stepping out for a special event. If the shoes you wear are perfect for the occasion – comfortable as well as stylish – they help you feel more confident anywhere you go.

Into Shoes knows about the shoes you wear. Celebrating its 50th anniversary, the downtown Somerset shoe store has fitted scores of women and men with shoes that take them everywhere. As one of the relatively few independent retailers, Into Shoes serves the young and older, liberal and conservative and all those walking spirits who want comfort, quality and style.

As part of its celebration, Into Shoes will donate two percent of its anniversary month’s sales to the Somerset Child Care Center and the Somerset Social Services Agency.

When Into Shoes initially opened, it focused on a few brands of comfortable shoes. It now offers more than 50 brands of women and men’s shoes from many international designers, attracting local customers as well as those from miles away who appreciate the eclectic variety, comfort, quality and style.

We think (name of medium) your followers will be interested in a sole-searching feature on shoes. We, of course, will be delighted to step into it, offering our 50-year perspective.

We look forward to talking to and walking with you.

Sincerely,

Bob Grant
Owner

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Visit Sally Chapralis & Associates, Business Communications & Public Relations, www.sallychapralis.com