One of the key points to the Empower PR strategy is weekly pitches, presenting a fresh idea to the media each week. Not to be confused with a press release, these pitches are two to three paragraphs long and get the message out in the more efficient and creative way possible.

As you’re writing your pitch, address the media directly. Since this is going to them and enticing them to utilize your client, don’t write like you are speaking to the customer.

And remember to have your account partner proofread your pitch before sending it for approval.

 Title

The title of your pitch should be extremely catchy and interesting – something that will make your e-mail stand out among the hundreds of e-mails reporters get. Rhyme, alliteration, onomatopoeia, colloquialisms and references to pop culture are all good tools to use for a creative title. 

 Subtitle

This is where you add a tidbit about the pitch, letting the reporter know what to expect.

 First Paragraph

Here is where you answer the five ‘Ws’: Who, What, Where, When, Why. These may differ depending on what you are pitching – and event should answer these straight away, while a cooking segment pitch may only need to incorporate the Who, What and Why. Keep the paragraph brief, but make sure it’s interesting enough to keep the reporter/producer reading.

 Second Paragraph

The second paragraph should be used to either elaborate on the main point or to insert a quote. If you are writing about food, take this paragraph to describe the dish, cocktail or cooking procedure. If the reporter/producer isn’t hooked by the first paragraph, they need to be by this point.

If you are including tips or recommendations from your client in the pitch, include them in this part of the pitch.

 Third Paragraph

This is where you should include all of those mandatory items for your pitch. (i.e. dates, times, pricing, location, etc.)

 If you are interested……

At the end of your pitch, include a line about the client being available for interview or having high-resolution images. Conclude the e-mail by including your contact information. (Insert your e-mail signature block here.)

 Boilerplate

Always remember to put the client’s boilerplate at the very bottom of the pitch.