Writing your press release is only half the battle, as
publications receive hundreds a day and getting your pitch right is what will
determine if the recipient reads on or simply bins it and moves on to the next.
Here are 5 things to consider when forming your press release pitch:
1. Stay On Subject – The subject line should be short
and to the point, as it is the first thing the recipient sees, and if it doesn't entice them in then your email will be straight in the bin.
2. Keep Them Keen – From your subject,
right down to the main body of the email, you need to give them just enough
information to keep them interested, but not enough that they don’t want to see
the main event, i.e. the press release you worked so hard on.
3. Keep It Short – Every aspect of your
pitch needs to be kept short, as it can be easy to ramble on and end up
rewriting the press release. Remember the pitch is just a starter to wet the
appetite, and the press release is the main course.
4. Bullets Are Best – If you are
struggling to summarise the key aspects of the release, then use bullet points.
These give you a guide as to how much to write, and can help you to better
summarise each point.
5. Don’t Forget The Release – Refer back
to the attached press release at least once in the email pitch. Don’t go
overboard, but a couple of references to the pitch, one near the beginning and
a final closing reference are ideal.
Labels: e-PR, pitch writing, press release