writersguide

There are several ways to initiate contact with the media. Most of the time phone calls will suffice, however, if you intend to cover several cities (for something like a booksigning tour) you may want to use what's known in the PR profession as a pitch letter. If you've ever written a query letter you have a good start on your skills to build a pitch letter. Very few people understand that the pitch letter is even more important than a press release when it comes to author PR.
Pitch Letter
Very similar in purpose to a query, the pitch letter is meant to gain a media person's attention and make them ask for more. Most PR people learn how to craft a pitch letter from trail and error (and advice when they can find it.)

Format

Single page
Limit prose to 3 or 4 paragraphs - keep them clean, concise, direct
One inch margins
Print on letterhead or nice stationary
Call ahead of time and get the correct spelling of the person's name and his or her title.
If you don't know if it's a Mr. or Ms. ASK!
If you don't know who you are looking for ASK! It is perfectly acceptable to say "Could you tell me who books talent for the Leeza show?" or "Do you know how far in advance they book a show?" It's better to play dumb and ask than send your material to the wrong person.

Send it alone or as a cover letter to your press packet.

Content
First Paragraph: Introduce yourself and the subject. This is were you need a hook, but one that explains exactly what you have to offer, who you are, when the event is happening and where it will be. Second Paragraph: Explain why the producer or editor/reporter should have you on the show or include you in the article in their publication. For city and regional media, give them a local angle as I mentioned earlier. It can give a local example of a national trend, be related to the community or showcase you as a local person. For national television, radio or print media, again, tie yourself to a national trend or incident as I mentioned in the first section on Getting Your Message. Third Paragraph: Explains your qualifications, experience and background and how you can be reached.

Even with a pitch letter you will have to use the phone to initiate follow-up contact with the media. When you make your follow-up calls, there are some techniques which will make your alter-ego sound like a PR pro:

When you talk on the phone, SMILE. You can hear a smile! Standing up also changes your demeanor on the phone.
Immediately state your name.
Always check to see if you are calling at a good time. Some media are on deadline and will not be receptive no matter how perfect your material is for them. If they say no, ask them when would be better to call them back, then do it.
Get to the point by telling the producer or editor who, what, when and where.
Be enthusiastic, energetic, chatty, up-beat and personable. Talk passionately and freely, but keep it brief. Be sincere.
If you've got their attention with your hook , but haven't locked in an interview, tell them a story related to your hook. Ask them about the weather and compare it to where you live. If they seem interested, but not hooked, offer a no-strings-attached interview for five minutes.
Remember that no doesn't mean no. It may really mean not right now, or it isn't right for my section or show. Be persistent without becoming obnoxious. Don't give up until they say DON'T CALL ME. And even then don't take it personally.
Perhaps the biggest mistake professional PR people and authors alike make is not following up. It is critical that you follow up with every piece you mail out, otherwise you're wasting your money and the journalist's time and desk space.
If you get voice mail make sure you have a script written. Give your name. You then have 20-30 seconds to pitch yourself and tell them why their talk show or magazine needs you and what you can offer. Tell them what you've already sent and then restate your phone number.

Here's an example of how to cram it all in:

Hi Michael. This is Theresa Meyers and I'm calling to discuss an interview exclusive for the Leeza Show. Do you know one of the biggest problem Americans have in their relationships is confusing sex with romance? Author Amy Gerret, can shed some light on why society is failing to keep relationships meaningful. She'll be in Los Angeles on August 25th on a book tour. Would you like to have her give your viewers her top ten ways to get romance back in a relationship? I sent you her latest book, In The Storm, and a packet of materials last week. You can reach me weekdays from 9-5pm pacific time. My name again is Theresa Meyers and my number is 602-843-9594.

Along with these there are some definite don'ts.

Don't pretend to be familiar with the producer.
Don't call multiple producers at the show.
Don't ever lie.
Don't attempt to keep the producer on the phone longer than three minutes unless they are actively asking you questions.

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