Don’t Pitch To Local Print Publications, Just Write It!

Don’t waste your time pitching your story to local print publications, just write it. According to the Audit Bureau of Circulations, “Circulation at the nation’s daily newspapers dropped 8.7 percent for the six-month period ended March 31 compared to a year ago, as financially strapped consumers curb costs and click online for free news reports.” Most print publications are going through major changes as result of evolving technology and the economy. The staff at daily newspapers are half the size they once were, so instead of writing a pitch letter which includes most of the details in your story, just write a by-lined piece. By lined articles contain the same information as pitch letters but are more in-depth pieces. A pitch letter generally is about 300-400 words and by-lined article is 500-600 words. Both your by-lined piece and pitch letter must have good opening, a body that provides facts and background information about the organization using the who, what where,why and how formula.
A catchy headline is important for your by-lined article. Use action words to capture attention. After your headline you need to concentrate on the first paragraph. The first paragraph should explain the who and the what. The who has two parts your organization and who they are helping. The what answers how are they helping. This is your opportunity to promote your programs and services.
Most news readers only pay attention to the first paragraph, so it needs to lead them to read the rest of the story.There are several methods you can use for your lead paragraph. One method that is popular with non-profits is “Put a face on the issue with an anecdote.” This is where you open with one individual’s story. Putting a face on the issue is a very effective story telling method. It humanizes the topic making it easier for the reader to relate to it. Another technique for the lead paragraph is to startle the reader with a shocking statistic or statement. This is another widely used technique among non-profits organizations.The last method is to ask a question which almost any reader could relate.
The second paragraph, this is where if you didn’t use the second technique of opening with startling statistic, you can use your statics. This paragraph tells the why and how. Why answer’s the question why the work your organization is doing important and how does it affect the community. Use your agency’s press kit to help you in writing your by-lined article. It should contain most of the information you need. Your organizations capabilities brochure should give you all the information you need to write about your agency programs and services. As with all writing for an external audience proof read and spell check. It’s a good idea to have another pair of eye’s review. With budget cuts local publications have do not have copy editors.
The conclusion should be strong and include contact information so readers can follow-up with your organization. You can end with a summary of the lead paragraph or a quote. Your by-lined article should offer all the information you would have given in the pitch letter, but be a little more in-depth. It should focus on who your organization serves, and how they help the community. Explain why the work they do is important.