Feb. 7, 2012

Perfect pitch: Answer these four questions for a fast, effective PR piece

The most effective pitches are short — maybe 100 to 150 words. To keep your pitch fast and efficient, answer these four questions:

  • Why you? Target the journalists and bloggers you pitch. Start with a personal greeting and slant your story to their media outlet, column or segment.
  • Why this? Give just enough detail to demonstrate that this story is different and worth covering.
  • Why now? Create a sense of urgency. Show that this isn’t a generic, evergreen story but a timely piece that should be covered right now. Make your lead timely or link it to a hot topic.
  • Why us? Give an indication of authority and credibility. Without blah-blahing your spokesperson’s whole bio, show that she’s a credible — maybe even controversial — figure.

Then share all of your contact information, including your phone numbers. (After all, how timely could this story be if you’re willing to let the journalist try to track you down via email?)

Repeat your email address in case your message gets forwarded.

Then “Best,” your name, and out.

Reach bloggers and journalists

Want to master the art of writing successful media relations materials?

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc., a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Wylie is the author of RevUpReadership.com, a toolbox for writers, and Wylie’s Writing Tips, a free e-zine. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

Copyright © 2010 Ann Wylie. All rights reserved.

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