Press Releases & Networking

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

Using one of the companies that you began developing in the Unit 2 Individual Project, 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.