Pitch Letter

A pitch letter is a public relations sales tool. It is written to interest a media representative in a potential story idea and is tailored to a specific media outlet (unlike a news release, which may be distributed very broadly).

The most effective pitch letters draw on the writer's knowledge of the media outlet and the representative within it. First, a story must be pitched to the appropriate media outlet. Often this decision is fairly easy, since local media outlets are the targets for many public relations efforts. However, at other times broader audiences may be needed to achieve public relations objectives. For example, a paper mill in the Pacific Northwest has developed new effluent treatments that both reduce pollution control costs and greatly improve the quality of the water the plant discharges. The cost reduction aspects could be pitched to a trade journal to generate positive press with industry peers, and the water quality issue could be pitched to a sport fishing magazine to improve the company's image with those who fish. The key is to understand what the public relations objectives are for a story, and then pitch the angles to the right media outlets to achieve them.

Another important aspect of the media outlet is the editorial calendar. Some larger publications have special or themed issues planned months in advance. Being familiar with editorial calendars, available through certain media directories, will enable public relations practitioners to pitch stories that can result in very important placements.

Next, the story must be pitched to the appropriate person. There is no point in pitching a story about a company's community relations efforts to a news editor; such a story probably should be sent to the business or community editor (depending on the outlet). Pitching a story to the wrong person wastes time for both parties. On the local level, developing good working relationships with area media will make most of these choices fairly clear. On a broader scale, media directories should be used to pinpoint the best person at a specific outlet to send the pitch letter to. A pitch letter should never be addressed “Dear News Editor.” Such a mistake typically ensures failure.

Finally, a story must be pitched in the appropriate manner. The letter should reveal the writer's understanding of the audience of the media outlet, the relevance of the story to that audience, and key points of interest. Assistance in arranging interviews and other information gathering should be offered. The point is to generate interest in the story with the media, not to write the story for them. As for tone, a hard sell is rarely, if ever, appropriate. The media value their independence and will not be told what stories they need to write. Beyond that, the choice between a straight business approach, creativity, or some mix is determined by appropriateness to both the topic and the outlet.