Everyone is vying for attention, to have his business noticed, to have her product be the focus of an editorial review or TV spot. Do you ever wonder how these lucky people make it happen? It takes work to grab the attention of media professionals. One great way to achieve this is to create a professional, well-crafted “pitch.” In a previous blog, we drafted an overview of the pitch. In this installment, you’ll learn the fine details to further help you gain a media professional’s attention.

“Pitch” is simply the Public Relations (PR) industry’s term for a customized letter—sent via email, never snail mail anymore— to journalists, in an effort to persuade them to cover your story. Here’s the nitty gritty.

1. The email subject line. Write this to generate the interest required for the journalist to want to read more. No smiley faces or other catchy tricks, which will likely backfire. Keep it professional and intriguing. Think of a newspaper headline, as a model to work from.
2. The first sentence. This is the most important part of the pitch. In the first sentence, explain exactly what it is that you do, what you produce or how you work. Include why it is unique or interesting. If you run a cafeteria, that’s great, but the fact that formerly drug addicted, reformed teens run it without extensive supervision is truly noteworthy! Yet, this sentence will be brief and to the point. You will not explain every detail of your production process, or how you came to own your business. Just the facts, in one neat, attention-grabbing opening sentence.
3. The first paragraph. The first sentence should be followed by just a few —not more than three or four— subsequent sentences, which explain the reason you are seeking media coverage, followed by an “ask.” You will ask for what you want: an interview, a chance to send samples, an on-site visit by the journalist, or simply to be able to provide him more information.
4. The second paragraph. The body should include any celebrity or VIP connections that you may have, or other outstanding supporting facts about the company, product or person. Again, don’t overdo the content of this paragraph: three to four sentences should suffice.
5. The third paragraph. This should either be the close of the pitch or one more brief informational paragraph if there are important secondary facts that did not go into your second paragraph. Be very discerning here. You need to hold some information back so that the journalist will be hungry for more. Walk the fine line between telling enough, and not too much. This is not the place to include everything but the kitchen sink. Think of it as a “tease” —give them enough to let them know what the story is, and whet their appetite. If they want more info, they will definitely be in touch. If you don’t truly have more super important info to share, omit the third paragraph and move right onto the close.
6. Close the pitch. Graciously conclude your pitch. Thank the journalist for her time reading it. Reiterate your offer to arrange an interview, send samples or provide more information. Always include the following phrase: “If you’re not the best contact for this will you please let me know?” You’d be surprised how many journalists will respond and put you in touch with a better connection for your story.
7. Images and Attachments. Never send attachments with your pitch. There’s a high likelihood of it hitting spam filters if you do. However, definitely include a link to high-resolution images (at least 3×5, and 300dpi) inside the body of the email if they’re available. Links to your website or product pages are critical. Test links to be sure they work before you send the pitch.
8. Samples. Journalists appreciate the opportunity to see your product first hand. Be sure to include an offer of free samples, if appropriate.

We love to hear success stories! If you’ve used these techniques and gained some media mention or press coverage, let us know. We want your business to thrive.

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: madmolecule