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elements of a pitch

          presented by
           nicole ravlin
        pmg public relations
  nicole@peoplemakinggood.com
 consider the news cycle - how will your
  pitch dovetail with what journalists are
  looking for?
Elements of a Pitch
Elements of a Pitch
Elements of a Pitch
Elements of a Pitch
Elements of a Pitch
 think like a producer or editor: what do
  they need to know about your story and
  how will they tell your story to their
  audience?
Short and Sweet: no more than a few
  sentences, no more than three links, no
  attachments. End with a call to action.
do a round of follow-up emails two to
  three days later.
Have support materials (high res photos,
  fact sheets, backgrounders, spokespeoples
  schedules) at the ready.
Make sure that you have a well built media
  list - target contacts that actually cover your
  topic.




                                                http://us.vocuspr.com/
the pitch
the result
the query




A journalist with a top U.S. daily sends the
following query: I'm interested in connecting with
small-business owners that are planning to boost
spending in the year ahead on new hires,
equipment, facilities or any other area. Ideally,
these would be small 鍖rms that have curbed
spending over the past year or so until conditions
were right. Alternatively, I would also be interested
in talking to small-business owners who are
keeping budgets tight going into next year.
the pitch


Hi, My firm represents a lot of small businesses. One that would fit well
with your query would be TrueBody Products. TrueBody is an all-natural
soap company that has nationwide distribution through retailers like
Whole Foods, Fred Mayer and Kroger. This past year Janice Shade
(True CEO) had to scale back on spending because distributors (who
are notoriously slow) were aging payables 120+ days. This put a
serious crimp on her cash flow. In 2012, thanks to a round of funding
and some creative capital  in addition to increased sales, Janice is now
moving ahead to expand her product line (she offers a facial and a body
bar now, she plans to have a liquid hand soap in the new year) and will
invest in other areas of her company to include sales and marketing.
Though she is increasing her spend  she is not taking her eye off
conservative spending. The lesson learned in the past remains: if we
dont absolutely need it or it will not impact sales, we do not spend it.
Janice is available if you would like more. Do you think she may be a
fit?
Many thanks for the consideration.
the result
the pitch
Hi Keri,

If you happened to catch the Super Bowl Halftime
Show last night - chances are you're still wondering
who that guy was on the tightrope. Well, that wasn't
a tightrope, it was a Gibbon Slackline and viewers
are still buzzing about the impressive array of tricks
performed by Gibbon Slackline athlete, Andy Lewis.
In addition, Andy was recently featured
on TMZ earlier this afternoon for his show-stealing
routine. I represent Gibbon and the Gibbon US Pro
Team, including last night's athlete, Andy Lewis.

Slacklining is an up and coming sport. Would you be
interested in learning more, interviewing or getting a
demonstration from any members of our pro team?

Thanks,
Liz
the result




 http://teamcoco.com/video/slackline-performer-andy-lewis
your turn!
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Elements of a Pitch

  • 1. elements of a pitch presented by nicole ravlin pmg public relations nicole@peoplemakinggood.com
  • 2. consider the news cycle - how will your pitch dovetail with what journalists are looking for?
  • 8. think like a producer or editor: what do they need to know about your story and how will they tell your story to their audience?
  • 9. Short and Sweet: no more than a few sentences, no more than three links, no attachments. End with a call to action.
  • 10. do a round of follow-up emails two to three days later.
  • 11. Have support materials (high res photos, fact sheets, backgrounders, spokespeoples schedules) at the ready.
  • 12. Make sure that you have a well built media list - target contacts that actually cover your topic. http://us.vocuspr.com/
  • 15. the query A journalist with a top U.S. daily sends the following query: I'm interested in connecting with small-business owners that are planning to boost spending in the year ahead on new hires, equipment, facilities or any other area. Ideally, these would be small 鍖rms that have curbed spending over the past year or so until conditions were right. Alternatively, I would also be interested in talking to small-business owners who are keeping budgets tight going into next year.
  • 16. the pitch Hi, My firm represents a lot of small businesses. One that would fit well with your query would be TrueBody Products. TrueBody is an all-natural soap company that has nationwide distribution through retailers like Whole Foods, Fred Mayer and Kroger. This past year Janice Shade (True CEO) had to scale back on spending because distributors (who are notoriously slow) were aging payables 120+ days. This put a serious crimp on her cash flow. In 2012, thanks to a round of funding and some creative capital in addition to increased sales, Janice is now moving ahead to expand her product line (she offers a facial and a body bar now, she plans to have a liquid hand soap in the new year) and will invest in other areas of her company to include sales and marketing. Though she is increasing her spend she is not taking her eye off conservative spending. The lesson learned in the past remains: if we dont absolutely need it or it will not impact sales, we do not spend it. Janice is available if you would like more. Do you think she may be a fit? Many thanks for the consideration.
  • 18. the pitch Hi Keri, If you happened to catch the Super Bowl Halftime Show last night - chances are you're still wondering who that guy was on the tightrope. Well, that wasn't a tightrope, it was a Gibbon Slackline and viewers are still buzzing about the impressive array of tricks performed by Gibbon Slackline athlete, Andy Lewis. In addition, Andy was recently featured on TMZ earlier this afternoon for his show-stealing routine. I represent Gibbon and the Gibbon US Pro Team, including last night's athlete, Andy Lewis. Slacklining is an up and coming sport. Would you be interested in learning more, interviewing or getting a demonstration from any members of our pro team? Thanks, Liz

Editor's Notes