Have some news about your company? Do you have a new product coming out? What about some new services? You might be thinking that now is a great time to write a press release about the goings-on at your place of business. However, not all news requires a press release and more often than not, your news doesn’t warrant a formal press release.
So what’s a savvy business owner to do? Consider writing a pitch to the media. A pitch is different from a press release in that it’s a persuasive letter written to see if a journalist/blogger will bite. A press release on the other hand is an unbiased account of something newsworthy like special event or promotion.
Let’s take a look at a few other ways that pitches and press releases differ and how you should use them in your work.
- The Whole Story—A press release gives all the details about your news, like the who, what, when, where, and why. A media pitch, however, is just a teaser. It reveals only a few details about your product demonstration, new service, or whatever new thing you have going at your business. A good press release can be published as is, while a media pitch cannot.
- Generate Some Interest—A well-crafted press release with all the details and some great quotes will get interest from journalists (because you made their job easier!) You can consider a media pitch to be more like the cover letter to a resume, you want the journalist or blogger to pick your story so you put in enough detail to whet their appetite.
So what should you include in your press release vs. your pitch?
- Press Release—A good press release will have a great headline, a lead sentence that includes the most important information, quotes, a boilerplate, and contact information.
- Pitch—A pitch should include some details what the product/service is or who the person is (if you are writing a pitch about a person), why the reader should care and then where to get more information. You can also use a pitch to comment on industry news or a new trend in your area. You will want to give the writer some reasons why they should pick you for a comment, like your expertise in the field. You can also give them some indication of how you would answer questions if asked for an interview.
Both pitches and press releases have advantages and should be included in an overall marketing strategy. By keeping your press releases solely for newsworthy items, you respect the journalist’s time and stay on their good side.
Remember to offer media pitches in a timely fashion so that when a topic is trending, the media knows who to contact.
Have some tips about writing a pitch? Share your thoughts in the comments!
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download Five (5) Free PR and Press Release eBooks ($67 Value) here: http://www.ereleases.com/offer/bundle.html