One of the great debates of our time when seeking PR exposure concerns pitches vs. press releases. The topic has generated a lot of confusion on behalf of individuals who want to ensure their products, causes and services receive the attention they deserve. It’s also divided journalists. The primary difference between a press release and a media pitch is that a press release informs, while a media pitch seeks to persuade.
Both essentially deliver the same type of information and can be submitted to print publications and broadcast media via electronic means or in print format. Each has its own benefits and drawbacks, depending upon the type of media you’re trying to impress and both can result in free media exposure.
Think carefully about which type of contact will best serve your needs. Media outlets receive thousands of pitches and press releases each year, many of which are obvious attempts to avoid paying for advertising space, either online or in hard copy publications. These pitches and press releases are routinely deleted, thrown in the trash or handed to the advertising department.
Media pitches can be used to generate local attention, though through the power of broadcast media they can also be utilized to produce international attention, depending upon the product or service. A pitch is shorter, the tone is more personal, and it functions much like a combination cover letter and resume, without using a press release.
Pitches can be written in the first-person, provides reporters with a specific story idea, and positions you as the ideal expert and authority with which to consult. A pitch relies on being interesting enough to persuade the journalist to contact you for more information.
Press releases are longer than a pitch, more formal, and address a newsworthy product, service, event or cause. The keyword is newsworthy. A press release provides a comprehensive range of information, is always written in third-person, and can be published as-is. It can be local or global in scope and allows the journalist to decide which direction a potential story may go or if they want to pursue it at all.
Pitches and press releases allow you to reach the same goal, but go about it in different ways. A press release conforms to a specific format and if you don’t know how to write one, a media pitch offers an easier way to get your message across since a separate press release isn’t required.
A high-quality photo is a necessity with both methods, but the image is incorporated in the pitch instead of added as an attachment. It’s ideal for broadcast media – they need to know if you’re photogenic and the photo enhances the overall effect of the pitch.
With a press release, the photo can be placed within the body of the copy, but the photo should also be included as an attachment. Print media may use the image as a stand-alone with a caption and it will most definitely be cropped or resized to fit the available space when the publication is produced. Journalists have little say in how ads are laid out or the available space so providing reporters with multiple options is a bonus.
The ability to submit items digitally also comes with a disadvantage. A media pitch is visually appealing when submitted via email, but the downside is that it may remain on the journalist’s computer indefinitely. However, links to videos and similar materials can be included and are only a click away. A physical press release is a hard copy reminder that demands attention in order to get it off the reporter’s desk.
A large portion of print journalists prefer press releases accompanied by a photo. The structured press release format allows them to quickly scan the document for the information they seek and the photo offers additional options for use. Broadcast media reporters and bloggers tend to prefer pitches since the method provides them with a quick run-down of information and whether the topic can be covered in five minutes or less.
A good rule of thumb is to investigate the publication or media outlet to which you’re submitting. Many will state what type of submission format they prefer, if it must be exclusive, and if you must sign a release for the material to be used. If no preferences are stated, it’s safe to use either a pitch or press release, whichever is easier and more convenient for you.
No matter which method you choose, there are some basic elements that should be observed. State the facts quickly, clearly and provide pertinent information first. Eliminate exaggeration – it wastes the journalist’s time. Show how the topic will benefit the reporter’s audience, make it relevant, and always include who, what, when, where and why. Remember to tell the media contact who you are and provide multiple contact methods.
Flowery styles, excessive adverbs and irrelevant adjectives are the bane of a journalist’s job. It wastes their time and comes across as unprofessional. Such submissions require heavy editing and extra work for print reporters, while broadcast media representatives are geared more toward colorful pitches. Journalists in all media have daily deadlines and anything that you can do to make their life easier will get their attention – now and in the future.
Much comes down to personal preferences – yours and the journalist. A pitch may be easier for you, but not preferred by the reporter. You may be talented at writing press releases, but the journalist may appreciate a shorter format. The bottom line is this – submit whichever form works best for the journalist.
In order to download my free report called ‘How to Write an Attention Grabbing Press Release’ go to www.getfreepublicitytoday.com
About the author
Sharon Bolt is a publicity expert and founder of Get Free Publicity Today. She has contributed to more than 40 different local and national newspapers, magazines, television and radio stations and has received over £1 million ($1.5 million) in free publicity and free advertising. She is the co-author of 2 highly acclaimed books called ‘Successful Women in Business’ and ‘Every Entrepreneurs Guide: Running Your Own Business.’
Sharon was featured in the BBC Documentary “Britain’s Most Embarrassing Pets.” and has had a regular slot on BBC Radio Sussex and Surrey since 2008 where she answers the listeners’ dog dilemmas.
Although she maintains her regular dog training slot on BBC Radio and media commitments, her focus nowadays is on teaching business owners and entrepreneurs how to build a brand, increase visibility and generate sales by cleverly using free publicity.
Sharon has a free report called ‘How to write an attention grabbing press release that creates win-win situations with the media’ which can be downloaded on her website: www.getfreepublicitytoday.com
Sharon’s YouTube Channel has numerous videos about how to get free publicity and can be found at www.getfreepublicitytoday.com/youtube
