[stylist] Pitch letter examples

Sun Sep 25 21:53:44 UTC 2011

Dear Bridget,
Going back several days, as pertains to Blackboard and Jaws, I have to
assume that you are a much more proficient user of JAWS" that I was when I
took my class at MCC.  With time and experience perhaps I will get there.
On your present topic, can I presume that your pitch letter contains the
same principles as a query letter for a book manuscript, or are there
exceptions?
I want to thank you for all the time you take answering in detail all of the
concerns shown by fellow list writers. If I might ask a personal
question-How many hours a day do you spend handling solely e-mail from this
group?
Again, Thank you for your work.
Jacqueline Williams

-----Original Message-----
From: stylist-bounces at nfbnet.org [mailto:stylist-bounces at nfbnet.org] On
Behalf Of Bridgit Pollpeter
Sent: Saturday, September 24, 2011 8:11 PM
To: stylist at nfbnet.org
Subject: [stylist] Pitch letter examples

Dear Stylist,

Since so many have shown an interest in different PR writing forms, I
thought I'd share examples of how I was taught to write certain
documents. I'm not saying this is the only way, but it is what I learned
in my classes and internship. I will paste and attach these examples.

The first one is a pitch letter. First are tips and guidelines for
crafting pitch letters. Following is an example. If not reading in
Braille, you'll want to use the insert (A. K. A. caps) key and the F key
along with other JAWS tools to figure out the formatting.

Pitch Letters
Professional Tips for Writing Pitch Letters
Pitch letters have one single purpose: Convince an editor or news
director that a staff reporter should be assigned to do a print,
broadcast or online story on your event, product or service. Pitch
letters are used also used to persuade a radio or television producer to
book your company or organization's director or chief spokesperson on a
talk show. In short, pitch letters sell ideas. 

Stephen Miller, assistant to the technology editor at The New York Times
, offers these suggestions for making the "perfect pitch":

.	Find out what the editor assigns or the reporter covers and
tailor your pitch accordingly.
.	Find out how the editor or reporter prefers to be
contacted-paper, fax or e-mail. (Most editors prefer e-mail pitches,
short, sweet and to the point.)
.	Make sure you are pitching news or a new trend.
.	Offer help on trend stories even if your client or employer
isn't the focus.
.	Find out the editor's or reporter's deadline and avoid calling
during deadline unless you have breaking news.
.	Don't find out if the news release or letter has arrived.
.	Don't send clips of other stories about your client.
.	Don't call to find out when or if the story has run.
.	Build trust with the editor or reporter and don't abuse that
trust.
.	Don't lie. Advise your clients or employer not to lie.
Other best practices

Preparing for the Pitch Letter
.	Do your homework. Customize pitch letters to a particular editor
and news outlet.
.	Familiarize yourself with the news outlet's style, format,
readership, deadlines and regular features.
.	Read stories written or produced by the reporter you are
pitching. Familiarize yourself with the reporter's style, interests,
background and regular beat.
.	Be aware of current issues, business trends, social, economic
and political issues so you can angle your pitch within the framework of
the larger picture.
Writing the Pitch Letter

Michael Klepper, owner of a New York public relations firm, says: "A
pitch letter should be newsy not groveling. It shouldn't read
'respectfully submitted' or 'I need this one' or 'My client is breathing
heavy.' You are never asking for a favor; you are submitting good,
topical newsworthy material that is directed to a decision maker."

.	Write a succinct, attention-getting letter that is no more than
one page.
.	Write an enticing lead that hooks the reporter or editor in the
first line. Draw the reader in through a creative lead that gives an
anecdote, sets a scene or gives a startling statistic.
.	Write your sentences in a clean, sharp and concise manner.
.	Keep accuracy a paramount concern. Don't make sloppy errors and
give an editor a reason to ignore your pitch.
.	Contain enough facts to support a full story.
.	Provide an angle of interest to the readers of that particular
news outlet.
.	Offer to supply or help secure all needed statistics, quotes,
and interviews with credible and authoritative sources as well as
personal experience sources.
.	Close the letter with a thank you for his or her time, an offer
to call in a few days to follow up and your phone number and e-mail
address in case the editor or reporter has any questions and wants to
contact you first.
Emailing the Pitch Letter
.	Use a succinct subject line that tells the editor what you have
to offer; don't try to be cute or gimmicky.
.	Keep the message brief, one screen at the most.
.	Don't include attachments unless the editor or reporter is
expecting one. Most editors and reporters will not open attachments
because of spam or viruses unless they know the source.
.	Don't send e-mail blasts to large numbers of editors.
.	Send tailored messages to specific reporters; the pitch should
be relevant to their beats and news outlets.
Pitch Letter Example
CHILDREN'S HOSPITAL OF OMAHA
8200 DODGE STREET
OMAHA, NE 68114
(402) 955-5400

February 1, 2011

Dear Rick:

The aroma of greasy cafeteria food wafts over to me.  My stomach
rumbles-I'm starving-- but I feel like vomiting as pictures of
congealing fat swirl through my mind.  I am not like others when I think
about food.  Every bite I take is painful as I feel another pound grow
on me.  My body expands with each forkful, and I feel guilty for
enjoying the sensation of taste.

Imagine feeling this way each time you ate-each time you simply walked
by food.  Twenty-four-million people experience similar feelings each
year.  They have a disease-it is known as an eating disorder.  The
symptoms are not always noticeable, but the disease is prevalent just
the same.

The National Eating Disorder Association (NEDA) and Children's Hospital
will hold a poetry slam, Saturday, Feb. 26, from noon to 4 p.m., at the
UNO Art Gallery, 6001 Dodge St.  Events will include poetry readings and
a lunch along with informational tables staffed by professionals from
the Children's Hospital Eating Disorders clinic.

NEDA believes writing is a cathartic tool allowing those with eating
disorders to understand the issue and begin the journey to recovery.
The Poetry slam will promote eating disorders, but, perhaps more
importantly, allow those with the disease to find a form of expression
that will lead to healing.

"As recovery progressed, I discovered that the poetry of others filled
some hungry part of me never reached before.  I played with creating
poems-just for me.  Shaping my experiences in disease and recovery into
poetry was therapeutic and empowering," said Carolyn Jennings,
spokeswoman for NEDA.

NEDA spotlights the growing numbers of those suffering with eating
disorders in America.  It is committed to providing help and hope to
those affected by eating disorders by supporting individuals and
families, developing tools and programs that assist in prevention and
research funding, and improved access to treatment.

"NEDA is here to support the millions of families whose loved ones are
battling eating disorders.  How do we do it?  By offering the latest
information, resources, action-oriented advocacy and media campaigns to
educate the public and policymakers and, most importantly, a sense of
community to people often feeling alone and overwhelmed in their
struggle to access quality, affordable care," said Lynn Grefe, NEDA CEO.

I encourage you to cover this story.  It is an important issue plagueing
many.

Sincerely,
Meghan Davis
Director, Media Relations, Children's Hospital of Omaha
402-955-5455
mdavis at childrenshospital.com