Ahh! I remember it like it was just a few weeks ago (because it was.)
I walked into my supervisor’s office after receiving an ‘intern request’ email that needed further explanation. She told me that my next project would be creating four different media pitches for the following brands: OGIO, Wicked Audio, Grace Digital Audio, and Misfit Wearables.
When she saw the look on my face, she politely asked, “Have you ever written a media pitch before?” The answer was no, and the only practice I had was on the intern application! But I was prepared for this moment; I’d done my homework, read my textbook and browsed the Internet. So I was confident enough in what a media pitch was and what it was supposed to look like.
I opened up a blank Word doc and stared at the screen. Where to begin? Luckily, computers exist. I sifted through various Internet articles on how to perfect the media pitch, and went through old folders on the company’s intern file (thank the heavens) to find a variety of media pitch examples to help get my creative juices flowing.
Everyone has their own personal way to create pitches, and I love organization and templates, so after a few practice runs, I was able to get my own groove going. I learned each pitch is different, whether you start off with statistics or an upcoming holiday, but it’s important to include the crucial details about the product your pitching and get straight to the point.
Everything was going rather smoothly, until I hit a totally roadblock. The hardest part of finishing my pitch, the icing on the cake- is the subject line.
With less than a single sentence, you have to persuade a busy stranger to open up your email and take time out to care about what you have to say. It has to be funny but not cheesy, original but not boring, and interesting but not over-dramatic.
Various employees at Max Borges gave me tips on the subject line. Some write “Review Opp:” first, some start with the name of the journalist, and my favorite tip- make the subject line what you think the title of the article would be.
Finally, I sent over my pitches to my supervisor for edits, and guess what? She didn’t really have any! It was really important for me to take the time and get it right, because with pitches you don’t really get a second try- it’ll go right in the delete file.
And that’s how it all started! Now I’m cranking out multiple pitches a week, and starting to receive some web and print articles featuring the products I pitched, which is really one of the most rewarding parts of working in PR.