PR 101: Making Your Pitch

PR 101 is an ongoing column about media relations best practices.

Send a News Release

A news release is the most common and accepted method of reaching people through the media. A well-written release featuring some distinctive and interesting aspect to your PR campaign is more likely to result in an article, review or pre-performance interview than is a simple announcement. The most common method of distributing a news release is in the body of an email. Always avoid sending a media release as an attachment.

Remember that repetition can be the core to your success. Never assume that one message alone will get the mediaʼs attention.

How to Write an Email to Journalists

Although email etiquette is not often discussed, there are certain guidelines to follow when communicating by email with anyone. The following model allows you to inform the media or anyone you choose in the most condensed, complete and convincing way.

1 Sentence

• Your main message and story in a nutshell: who you are and your story.

2-3 Sentences

• Who, what, where, when, why and how about your issue.
• Proof: facts, examples, pictures and figures that support for your story.

2-3 Sentences

• The most powerful benefits for the media outlet.
• Whatʼs in it for them and why should they report on your story?

1 Sentence

• Your last word—reinforcing your main message.

Who Will You Pitch?

Before pitching to the media, know the media you are dealing with. Follow their articles, columns or programs. Draw the contact information from the masthead of current magazines and newspapers. Call or visit the websites of television, print, online and radio stations for the proper contacts. Most importantly, always make sure you are available to comment whenever you send out a communication to the media.