The Press Release Is Dead! Or Is It?

In response to my HARO query about DIY press releases, I heard from more than a few PR people that the press release is DEAD. That's right, DEAD. It seems that the perfect pitch has replaced the press release as the best way to get PR for your company. I received the following from Amy Logan of PROfusion Publicity. It was so pitch perfect that I thought I'd share it in it's entirety! Dear Heather, Press releases have their place, but if you really want to get publicity for you or your organization, write a killer pitch letter instead. Here's how, from a publicist/entrepreneur/mom: 13 Components of a Killer Media Pitch Letter 1. Write a personal letter to the media outlet you want to contact. Address your letter to the appropriate editor or producer by calling first and asking. While you're at it, ask if they prefer e-mailed pitches to other formats. Spell their name correctly. Spell everything correctly. 2. Whet their appetite: Give them a story idea that they can’t get out of their mind. Raise questions to which they must find out the answer. 3. What’s the story hook? Capture their attention in the first paragraph with what’s most compelling, time-sensitive, local, newsworthy and beguiling about your topic. If it's part of a larger trend, even better. Use good statistics to back up your claims, if they are available, or quote credentialed experts. 4. Tell them why they need to do this story now. (You don’t want your letter to get filed in their “Future Story Ideas” file — it’s a black hole.) 5. Give several brief but interesting examples, testimonials or success stories to illustrate your point. (e.g., three ways you’ve coached clients out of bankruptcy if that’s your specialty) 6. Demonstrate extreme familiarity with the media outlet and the particular journalist's work. You know what they would and wouldn’t publish and it shows in your letter. 7. Help them envision the article or segment by describing how it might be executed. Offer several different angles, if possible. (e.g., if you're an acupuncturist, for a national health magazine, suggest a “round-up” article about different approaches to healing computer-use injuries, only one being acupuncture and/or Chinese herbs. This positions you as a helpful source, not a greedy source.) 8. Tell them why you are the PERFECT interview for this article, but don’t say “I’m the perfect interview for this because…” Demonstrate it through a concise description of your credentials that relate to the story idea you’re proposing — don’t tell them everything you do/have done because it dilutes the power of the pitch. Stay focused. (e.g., if you’re pitching a story on promoting rock bands, they don’t need to know you’re an R.N. in the pitch letter) 9. Keep your pitch brief. One page MAXIMUM. If they're interested, they'll ask for more. 10. Make it easy for them to contact you: Include your e-mail address, website, phone numbers. 11. Include a link to your press kit, which is in your press room on your website, where they can get more background info, if they desire. 12. Spellcheck, proofread and then have someone else proofread your pitch. Then, send it out! 13. Wait. That's right. Many journalists don't appreciate follow-up phone calls to see if there is any interest to your pitch because they just don't have time. If you do it, you risk alienating them. I think the safest bet is to follow-up by e-mail four or five days later, with the original pitch attached. If you've followed the other steps above well enough, and don't add the journalist to any regular mailing lists that clutter up their inbox, you have the best chance of enticing them to cover you.   Amy Logan, Principal of PROfusion Publicity, is a publicity coach and media relations expert who has worked with hundreds of entrepreneurs, consultants and small businesses. So, what do you think? Press release or pitch? I know what I think. Leram more about how to craft your own press release in Get Famous.