PUBLIC RELATION2

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 to10 pages in length.

Source:

http://www.businesswire.com/portal/site/home/

http://www.mckinsey.com/client_service

http://www.free-press-release.com

http://www.journaliststoolbox.org/archive/expert-sources/

http://www.nielsen.com/us/en/insights/news.html