Creating Great Pitch Letters

Media Pitch Letter Pointers ©

by Shank Public Relations Counselors

1. Make your letter brief (although
there are exceptions).

2. Have a strong lead and get to the point quickly. Make it clear what you want (in a nice way, of course).

3. Include why editor(s) should care and why their viewers/readers/listeners should care.

4. Research your target list carefully. Make sure the story you are pitching relates to the specific media. Don't tell a TV station "your readers will enjoy," etc.

5. Know how the reporters prefer to be pitched - e-mail, snail mail or phone.

6. Understand the lead times of the media you are pitching.

7. Demonstrate knowledge of the column, show or publication.

8. If you are pitching to TV or newspapers, describe the visual possibilities of the event or story and tell them what visuals you have available (photos, B-roll).

9. Let them know that the person you are offering for an interview is a credible source and comfortable talking about the topic.

10. Provide graphics, logos and/or photos.

11. Pitch the "human interest" angle if relevant. Offer to provide "real people" to interview or photograph.

12. It is the news value of your letter that matters most.

13. Pitch letters for editorial coverage of a new product or event
should precede the appearance of the first paid advertising.

14. Make yourself easy to reach. Don't forget to include your e-mail and street addresses as well as phone and fax numbers.

15. Be realistic in your expectations. Don't be a pest.