Writing Query Letters to Publish Articles

In the PR professional's handbag, is a tool known as the pitch letter. Very few people understand that the pitch letter is even more important than a press release when it comes to PR.

Very similar in purpose to a query, the pitch letter is meant to gain a media person's attention and make him or her ask for more. Unfortunately, there are plenty of books on how to write a killer query and virtually none on how to write a perfect pitch letter. Most PR people learn how to craft a pitch letter from trial and error (and advice when they can find it).

First things first - format: A pitch letter, like a query, should be limited to a single page. Limit your prose to three paragraphs and keep them clean, concise and direct. Use one inch margins and print it on letterhead or nice quality stationary. Make sure you have called ahead of time and gotten the correct spelling of the person's name and his or her title. If you aren't sure whether the person is a Mr. or a Ms., ask. If you don't know who you're looking for, ask. It is perfectly acceptable to say, "Could you tell me who books talent for the Leeza show? Do you know how far in advance they book a show?" It is better to play dumb and ask lots of questions than send your material to the wrong person. If you think the slush pile at a publishing house is ominous, it is nothing compared to a producer or editor's collection of daily pitches and press packets. A pitch letter can be sent alone or as a cover letter to your press release/press packet.

Content: The first paragraph should introduce yourself and the subject. This is where 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. These are known as the five W's of journalism and should be included in every pitch letter and press release you write.

The second paragraph should explain why the producer or editor/reporter should have you on the show or include you in an article in their publication. For city and regional media, give them a local angle. It can showcase you as a local person, give a local example of a national incident or trend, or be related to the community. An example would be if you saw an article in the Wall Street Journal on how writing a book can be a quick road to success. Copy the article and attach it to a pitch letter that offers to give the reporter an inside look at what really happens to authors from a local source.

For national television, radio and print media, tie yourself to a national trend or incident. If you have a book coming out and want to get on the radio, tie the controversy of America's obsession with the Clinton "sex" scandal to the misinterpretation of romance books as "sex" books as a comment on our society. Remember that reporters are always looking for material that can be tied to a holiday, is timely or gives a new slant to a current trend or issue.

The third paragraph explains how you can be reached. Give them phone numbers and voice mail even if it is already printed on your letterhead. Always end your pitch letter by saying that you'll be contacting them and tell them when (such as next week, the beginning of the month or you can be specific and say a day.)
Above all, make sure that what you are pitching is what the media person needs. Don't pitch your book signing to the gardening editor or the financial editor, you'll only make enemies. Research is important. Look at back issues of a publication or watch/listen to a show before you pitch. Get to know what types of people they interview, what topics seem to repeated often and which journalist is the one reporting. If this seems like a lot of work, it is. But thorough investigation will pay off in better responses from the media. Their number one complaint is that they receive material which is not suited to their publication or show.

Media people need and want fresh ideas for their publications and shows. If you give them what they need, and make it easy for them, the more likely they will be to use your material and possibly interview you. Remember to think like a journalist on a deadline when you're writing a pitch letter.
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Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR & marketing tips newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.