I just read about a great strategy to punch up your nonprofit’s media impact…sending media letters rather than press releases in many instances. As publicist B.L. Ochman writes, " Editors don’t need me to write their stories. They need me to point them in the direction of a good story, succinctly give them the facts as I see them, the sources I know and then get out of the way so they can write their own stories. I do those things by writing pitch letters."
Ochman goes on to outline her perspective on why press releases aren’t so valuable, and details these six tips that will help you craft a successful media letter:
- Immediately explain why your are writing.
- Articulate what makes your story newsworthy.
- Summarize your story idea in one to two paragraphs, including story summary as you see it and the role you’d play in assisting the reporter.
- Minimize hyperbole.
- List three or four topics (related to the story) your spokespeople can address.
- Keep it to 350 words or less.
To learn more about writing a media letter that will work, read Ochman’s article, Press Releases are a Colossel Waste of Time: Try Media Letters Instead.
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