PR IP 3

Pitching the Story 

MPR professionals need to persuade connectors to use their message. It must be positioned as newsworthy. Common themes defining newsworthiness often include the following:

• Firsts 
• Trends 
• Local, quirky personalities 
• The underdog 
• Impact on the audience 
• Something of an unusual nature 

Part 1: Pre-Pitch 

Select a company to create a story that you wish to shop to a media outlet. Use the following guidelines:

• Provide a brief overview of the company. 
• Describe the media outlet being pitched. Include information on its target audience (the media outlet must be real). 

Part 1 of the Individual Project should be 1 page in length. Be sure to cite your resources.

Part 2: Writing an Effective Pitch Letter 

• Write the pitch letter, which should include the following: 
  • An attention-grabbing opening 
  • The "hook" 
  • Background information supporting the pitch 
  • Support materials 
  • The action step 

Part 2 of the Individual Project should be 2 1/2 pages in length. Be sure to cite your resources.

Part 3: Follow-up and Other Considerations 

• Describe your follow-up plan. 
• Discuss the special considerations for pitching a blogger. 

Part 3 of the Individual Project should be 1 1/2 pages in length. Be sure to cite your resources.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE.