Back when my kids were considerably younger, plug-and-play games were the best. No installation required. Just connect the game console to your TV set and, voila, you had an instant video monitor.
When it comes to PR, a simple process to effectively reach the media would be great, right? Welcome to the plug-and-play PR pitch!
A pitch is a brief communication to the media, usually by email, selling them on doing a story about the subject you are offering.
Here are a few guidelines for pitching the media.
Keep it short. Three paragraphs max. Five or six sentences. Reporters receive a ton of email every day. As a reporter, I always appreciated people who got to the point and told me why their story deserved my attention.
Be polite but straightforward. Media folk appreciate hearing that you like their work, but do not belabor it. Show them how your story helps them do their job, and that will make them happy.
Now, onto the template.
Introduction: A simple hello or how are you doing is all you need. You do not even need to introduce yourself; save that for the end.
Past work: Do a Google search for the reporter’s name, which will pull up a list of their articles. Mention a story that relates to your idea.
Your topic: Mention the subject you have in mind. “Because of your past work on PTSD, I thought you would be intrigued by my client, who serves the survivors of terrorism.”
Exclusive: If you have a topic of particular interest to a reporter, you could offer an interview with your expert as an exclusive—you are only making this offer to them. This always has appeal for a scoop-loving newshound.
Facts and figures: Mention stats related to your topic: “In the U.S., xx% of people are victims of mild to severe PTSD.” This is not always necessary, but if you have a verifiable data point, it can help sell the story.
Extras: Offer photos, videos, or other content. As a reporter recently said to me, “Thanks for making my job easier.” Writers are overworked and underpaid, more now than ever. Anything you can do to shorten the production process will make you their best friend.
Visuals: Paste a picture in the pitch email that tells your story. If words will not do it, a good photo will.
Goodbye: Like the intro, keep it short. “To set up an interview, email me at xxxx@ministry.org, or call or text me at xxxxxxx.” Drop your name in at the very end.
With this template, you will find that you are hearing from the media, and more of your ministry’s stories are getting covered. Plug and play!
Let Infinity Concepts help you make child’s play out of connecting the press with your amazing story ideas. CLICK HERE or Call Us Today at 724-733-1200.
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