Page 212 - Duct Tape Marketing

Earned Media Attention and Expert Status

letter is a bit like an ad for your story idea. It is typically written much
like a short letter and sells your story to the reader. Later in this chap-
ter, I introduce the press release and a way to use the pitch letter with
a press release, but at this point it is important that you understand
that a pitch letter is not a press release. A pitch letter should simply
set the table for your idea, not present the specific details of your idea.
Ideally, the reader of a pitch letter should be led to think, This sounds
like something I should find out more about. Here are some ways to write
a powerful pitch letter:

 Don’t waste a word: Hit journalists with your best shot right
off the bat. In the first sentence, give them the angle for your
story idea that makes it worth their attention.

 Customize it: It is very important that you tailor your pitch to
the people who will receive it. Let them know you understand
that your story could fit their readers. In fact, you may want
to emphasize the specific aspects of your story pitch that
would be most appropriate for their publication. If you know
that the readers of a certain publication are seniors, then point
out why your pitch is of particular interest to seniors.

 Prove that it fits their readership: The first question that
an editor or reporter is programmed to ask himself or herself
when encountering a story pitch is, “Why would our reader
care about this story?” Your pitch should complete this
statement: “This story would make a valuable addition to your
coverage on the recent trend of . . .”

The Press Release
The press release is still the workhorse of your PR program, but in

order to have success with it, you must follow certain guidelines. Keep
in mind that you cannot simply write a press release and send it off to
the media and expect coverage. The press release is just a piece of your

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