Media Relations Best Practice: Example of an email pitch to the press
March 24, 2011; Mark Buzan's PR and Public Affairs Spot on the Web: For anyone involved in trying to get the attention of the media in an internet age, it's a well known fact that getting the attention of journalists, the press gallery, or the media is a challenge. Most commonly, the first point of contact an association, NGO, or nonprofit organisation has with the media happens through email. However, with email in boxes often brimming to the top and attention spans challenged, it is critical for nonprofits to make their appeal punchy, concise, and effective.
In some recent work I am doing with the Canadian Council on Africa, I was called upon to develop a pitch by email to members of the Toronto and national business press corps inviting them out to the association's annual event. The following represents an example of how your association media relations can be improved with a punchy pitch:
My name is Mark Buzan, I’m the Director of Communications and Member Relations for the Canadian Council on Africa. I am writing to inform you of an important conference on business opportunities for Canadian entrepreneurs looking to invest in the next emerging global market: Africa.
A summary of the event is here:
March 14-15, 2011 MaRs Discovery Centre, Toronto
- A full programme of sessions that will you provide you with a great deal of information on the progress and growth of Africa.
- The largest conference on Africa in Canada in 2011.
- An impressive number of renowned speakers from Africa, Europe and North America.
- A unique occasion to network with specialists normally not easy to meet. We can even facilitate private meetings with them.
As a member of the press, I would like to extend a press pass to you so that you might attend the conference and learn more about Canadians investing and doing business on the African continent. If you are interested, please respond to the message and the appropriate registration code will be issued to you allowing free access to the event.
I invite you to find out more about this conference by visiting the conference website here. I look forward to meeting you,
Mark Buzan, APR/ ARP
What have you found effective in making a good media relations case? How do you make your email pitch to journalists stick?
Mark Buzan is Principal and Chief Magnifying Officer in Action Strategies, a full service public relations, media relations, and social media consultancy specializing in magnifying the communications strategies of associations, non-profit organisations, and charities.