I am often asked by business leaders how press releases differ from media pitches. It seems everyone has heard of a press release and believes they need one for their public relations campaign. But beyond that they are not sure what a press release does and how it differs with a media pitch.
A press release is an announcement of certain news – a product launch, book release, special event, or promotion. It is written to receive media mention. The headline needs to be written in a way that commands attention but isn’t seen as a sales gimmick. The first paragraph of the press release is the most critical. That paragraph should be the guts of the press release with the who, what, when, where, and why in it.
With cutbacks in the media it is usually the first paragraph that gets picked up if any of the press release is picked up. After that first paragraph there should be a quote and some follow-up information included, as well as a link to the website from the business, non-profit, or author the press release is coming from. More and more press releases are being used for a viral affect with social media and free online press websites available to post a press release.
A media pitch is written to get specific media coverage from a reporter. It is written and geared in a story format. It is often tied to a news story. I recommend a two paragraph media pitch. The first paragraph should list the issue or news story, as well as, critical questions that should be asked or addressed by the reporter.
The second paragraph should include your expertise in being able to address those questions, as well as, how you would answer the questions. You want the pitch written concisely, with a good soundbite in your answer. With media cutbacks, reporters and producers love pitches that are written as a news story that they can incorporate into their story and the interview with you. Media pitches generate the hard media coverage and interviews that brands, authors, and celebrities crave in a public relations campaign.
Businesses when tackling a public relations campaign need both press releases and media pitches. Key things to remember are that press releases are supposed to be limited for specific news such as an event, promotion, or company news. Media pitches should be ongoing during the campaign and should be put together as closely as possible to a story that the reporter can use as a greater news story.
Both are essential to the success of a public relations campaign.