I often write about poor PR pitches to the media. So let’s discuss one that got the job done for the reporter, PR firm and firm’s client.
Mike is from a New Jersey PR firm. He addressed the reporter by name. He started his pitch with a short paragraph not about his client but about a victim. Mike wrote as if he were telling a story, a short story about a man who lost a lot of money.
“Personally, I try to tell a story in all my pitches,” Mike said. “I try to keep it short & interesting to help build a picture. I’ve heard horror stories from media outlets about off target, incoherent pitches so I always aim to give a clear understanding of the pitch. Before I send a pitch out, I read and think, would I be interested in this? Would this pitch sell me? It’s a good practice and not time consuming at all!”
Ok. So far so good. But is this victim living in the reporter’s market or is his home on the other side of the planet? In the second paragraph of Mike’s pitch, he explained the victim is based in the reporter’s area. Then he wrote the company playing the role of expert (his client) is also in town.
“I try to make it easy for everyone involved,” Mike added in a follow-up email.
Maybe too easy, the reporter wondered. Then Mr. Media thought “Ah ha! I know what must be wrong!” Maybe Mike was having all the media in town telling this story and interviewing his client.
Nope. Mike did not disappoint.
He said: “I handle that with honesty, especially with TV. Once I receive an acknowledgement and confirmation, that station gets the exclusive. First come first serve in my book!”
The pitch written by Mike from New Jersey is two paragraphs. It is 155 words. And perhaps the most important stat: A TV crew shot the story just two days later.