ABSTRACT
Chapter 3 introduces media pitches as another tool that public relations professionals have in their “tool box” that can be used to garner media coverage, or publicity, for an organization. The chapter provides an overview of media pitches, including their purpose, different forms (phone, email, social media), structure, style and tone. It also explores key characteristics of media pitches, and how they are targeted, personalized and newsworthy. The term news hook is explained, and criteria for newsworthiness are detailed. The chapter outlines the structure and components of a standard media pitch, including the opening, connection, pitch, details and closing. The media pitch template provides readers with a user-friendly guide for crafting email pitches–the preferred type of pitch by members of the media. The chapter concludes with two exercises related to media pitches: an exercise crafting a personalized media pitch and an exercise creating targeted media lists.
