1The Pitch email or Release Does your press release look like very other press release? If the
Here’s an example:
answer is “yes,” it will likely get lost in
the shuffle. You must make
the release stand out. A press
release sounds like a standard
form with a standard look . . .
and that look is just plain bor-
ing. Your goal is not to bore
anyone. I hesitate to even call it a re-
lease. Your goal is not to just release in-
formation to the press. It sounds like
releasing a helium balloon into the sky,
never to be seen again! Your goals are
very simple when constructing press re-
leases. Get your recipients to open and
react. You need to get on the
right track, right away. Here’s
my secret for emailing a press
• Start with the contact’s
name. Eliminate the “Dear”
• Write one to two sentences steering
the media person to the release
below. Make sure it is quick and to
the point, has a personal feel, and
always ends with a question. This
isn’t just any question. It’s a ques-
tion that requires a “yes” or
“no” response. Here’s the
brilliance in using this
method: The media person
has limited time and cannot
respond to every pitch. They
can, however, respond to a
• Now, draw a line on the page, fol-
lowed by a horizontal line and your
revamped release below it.
Thought you could use this as an
end-of-year segment. Would the
story below work for your show?
Then, follow these steps:
Enticing headline for your story
•Bullet points, including your
point of view
• Highlight the best details of
• Add other interesting details.
• Include a short bio about yourself.
• Add links to a longer bio, You Tube
videos and other supporting
• Include your complete contact
information, including the best
phone number to reach you.
• Add more information below or
include links to more information
on your website. NOTE: Do not
add attachments. They will bog
down their email.
2get in Their Heads How do they think? Know your tar- get. What are your outlet’s
needs? Are you giving them what they
want? Are you giving them what their
audience wants? The more you can figure out about them, the more you can
be the answer to their “problems.”
What problems do they try to solve? All
of these people have to book or write a
certain number of stories each day or
week. They are looking for solutions.
Be their solution.
this is the no. 1 tV
Search the websites of
your favorite media companies. you
will notice that they have some web-
ming or articles.
find email ad-
dresses of those
pitch them, too.
you might get through because
fewer people are pitching them.
lines are becoming blurred on what is
traditional media and what is internet
media. The Huffington Post and The
Daily Beast are perfect examples.
while both started as internet proper-
ties, The Huffington Post was bought
by aol in an ef-
fort to become
an even bigger
brand. The Daily
last year. then,
Newsweek shut down its magazine
making it more of an equal to The
Daily Beast. what they both have in
common and what you are seeing on
many print sites is the bigger use of
video. many have young reporters interviewing people in the community.
maybe you’ll be next?