Public Relations Primer
Making an Effective Pitch to the Media
Research
- Identify markets for your product or service.
- Identify buyers/publics for your product or service.
- Identify media outlets to reach your potential publics or buyers in markets.
- Follow the media you wish to influence by reading, watching and listening.
Create the Big Idea
- Identify the key points you want to get across to the consumer.
- Determine if your story is highly specialized or of broader interest.
- Share your idea with others before you approach the media.
- Think big: Imagine your story on the cover of a major magazine, but hone your idea at the same time - it might not have enough "meat" for a cover story
Beware of over-researching and over-analyzing
The Big Sell
- Write a brief query letter revealing only enough of your story idea to catch the interest of a very busy assignment editor, editor or producer.
- Show the editor how the story could meet his or her need.
- Follow up with a phone call, but don't waste a person's time by calling to ask, "Did you receive my information?" or "Are you going to do a story on what I sent you?"
Post-sell Followup
- Be prepared to send more detailed information immediately.