In response to my HARO query about DIY press releases, I heard from more than a few PR people that the press release is DEAD. That’s right, DEAD.
It seems that the perfect pitch has replaced the press release as the best way to get PR for your company. I received the following from Amy Logan of PROfusion Publicity. It was so pitch perfect that I thought I’d share it in it’s entirety!
Dear Heather,
Press releases have their place, but if you really want to get publicity for you or your organization, write a killer pitch letter instead. Here’s how, from a publicist/entrepreneur/mom:
13 Components of a Killer Media Pitch Letter
1. Write a personal letter to the media outlet you want to contact. Address your letter to the appropriate editor or producer by calling first and asking. While you’re at it, ask if they prefer e-mailed pitches to other formats. Spell their name correctly. Spell everything correctly.
2. Whet their appetite: Give them a story idea that they can’t get out of their mind. Raise questions to which they must find out the answer.
3. What’s the story hook? Capture their attention in the first paragraph with what’s most compelling, time-sensitive, local, newsworthy and beguiling about your topic. If it’s part of a larger trend, even better. Use good statistics to back up your claims, if they are available, or quote credentialed experts.
4. Tell them why they need to do this story now. (You don’t want your letter to get filed in their “Future Story Ideas” file — it’s a black hole.)
5. Give several brief but interesting examples, testimonials or success stories to illustrate your point. (e.g., three ways you’ve coached clients out of bankruptcy if that’s your specialty)
6. Demonstrate extreme familiarity with the media outlet and the particular journalist’s work. You know what they would and wouldn’t publish and it shows in your letter.
7. Help them envision the article or segment by describing how it might be executed. Offer several different angles, if possible. (e.g., if you’re an acupuncturist, for a national health magazine, suggest a “round-up” article about different approaches to healing computer-use injuries, only one being acupuncture and/or Chinese herbs. This positions you as a helpful source, not a greedy source.)
8. Tell them why you are the PERFECT interview for this article, but don’t say “I’m the perfect interview for this because…” Demonstrate it through a concise description of your credentials that relate to the story idea you’re proposing — don’t tell them everything you do/have done because it dilutes the power of the pitch. Stay focused. (e.g., if you’re pitching a story on promoting rock bands, they don’t need to know you’re an R.N. in the pitch letter)
9. Keep your pitch brief. One page MAXIMUM. If they’re interested, they’ll ask for more.
10. Make it easy for them to contact you: Include your e-mail address, website, phone numbers.
11. Include a link to your press kit, which is in your press room on your website, where they can get more background info, if they desire.
12. Spellcheck, proofread and then have someone else proofread your pitch. Then, send it out!
13. Wait. That’s right. Many journalists don’t appreciate follow-up phone calls to see if there is any interest to your pitch because they just don’t have time. If you do it, you risk alienating them. I think the safest bet is to follow-up by e-mail four or five days later, with the original pitch attached. If you’ve followed the other steps above well enough, and don’t add the journalist to any regular mailing lists that clutter up their inbox, you have the best chance of enticing them to cover you.
Amy Logan, Principal of PROfusion Publicity, is a publicity coach and media relations expert who has worked with hundreds of entrepreneurs, consultants and small businesses. You can reach her here.
So, what do you think? Press release or pitch? I know what I think. 
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{ 9 comments… read them below or add one }
I say pitch, too.
But pitch how?
So often newspaper/magazine people live by email. But a hard copy is harder to ignore.
It’s a tough one…
Sheila,
I say pitch, too–by email. A hard copy might never make it to their desk, let alone be opened!
When in Rome…email!:)
Heather
I completely agree, and as a publicist can prove, the press release is dead. Journalists use the press release as background information on your company/product/service, but only after they’ve read your pitch and were compelled to continue reading through to your release.
That’s not to say press releases never work – but 9 times out of 10 it’s your pitch that wins the coverage.
Email is pretty industry standard to communicate with reporters – at least those at the top outlets. Many reporters work remotely from home and rarely go into the office to collect mail. If you don’t know whether to email or mail, just call the publication and ask how they prefer to receive your press release.
I always like to include 2 or 3 ideas in my pitch of what my clients want to speak on. Example: Jane would love to provide advice to Redbook readers on ‘Divorce and the Economy: Are Women Staying Married because they Can’t Afford to Leave?’ Brainstorm and make a list of all the topics you’d love to cover before pitching. I usually send a short pitch, about a paragraph, with a catchy first sentence, a little background information that proves credibility and then the suggestions for topics. And contact information. Then lead into the press release.
Melissa!
Thank you SO MUCH for your great comment–it’s nice to hear a PR insider’s take. Awesome!
Heather
While this is an interesting view, I’d disagree that the press release overall is dead. The old staid traditional type? Sure.
Social media releases are the natural evolution of the press release and are fast becoming the best way to attract your audience.
I’d say the one-page pitch idea and suggestions on it are no different from the one page press release as your pitch as well – there’s no real difference from the two approaches. As for contacting first, that should be a given, regardless of pitch or release.
If you really want to pitch in an impacting way, get to know HARO and Journchat on Twitter – build relationships and you’ll have an easy and punchy pitch in 140 characters.
Ooh, this is such good info! Thank you Heather – and Melissa, too.
Hi Danny,
Thanks for the well-thought out comments. I agree with you about the press release never being completely dead-because there will always be news folks & PR people who prefer the traditional release.
In my experience, I've used a press release to get the word out there to the masses, usually through PR Web. I've never really sent a press release to an individual–I prefer to do that with a well-crafted pitch, and usually to a media outlet that I'm familiar with & think would be a good fit.
I agree with you 100% about using social media for press releases AND for building great relationships with media. I am a huge Twitter advocate and that's how I discovered you! : )
Thanks so much for commenting–I appreciate your time & insight. Oh-your 12 for 12,000 is a killer idea. Look forward to taking part in it in 2009.
Heather
Gosh darn, if I didn’t send out traditional press releases, all of those nice people from the Paid TV Infomercial world would have too hard of a time finding me!
Thanks for this information! It’s very useful!
Katherine,
Yep, I know those people, too. Lots of “great opportunities” for only $17,000. Hee.
Heather