Page 1 News Release and Page 2 Pitch
Part 1: News Release
Imagine you are the media relations contact for a local business or organization, and you are working to gain exposure to local publics. Your goal is to secure
coverage in either the Houston Chronicle, the Houston Business Journal or CultureMap Houston (select one based on which readership includes your target
public.)
You decide to write either a traditional or feature news release to get coverage in that publication. Start by figuring out your news angle – i.e., what makes
your news release “newsworthy” – and understanding the “so what” value to your audience.
Write a news release that is no more than two pages long (one page ideal) and follow the formats outlined in our textbook.
Part 2: Pitch
Once you have completed and polished your news release, draft a brief (200 words max) email pitch that you would send to the relevant journalist at your
desired publication to secure coverage.
Write the pitch with the understanding that your news release will be attached to the “email,” so your goal should be to hook the journalist and get him/her to
read the release.
Format
Use AP Style and the format considerations outlined in textbook
Be sure to submit the following information along with your documents:
Organization
Target Public(s)
Target Outlet (e.g., Houston Chronicle, Houston Business Journal or CultureMap Houston)
News Value
Ensure your documents are grammatically correct and error-free
Rubric
News Release
General Format
Headings
Headline
News lead
Local interest
Quotation
Objective tone/no unattributed opinions
Full coverage of necessary details
Links to additional information
High-resolution imbage, if appropriate, with caption
Boilerplate paragraph, if appropriate
### closing
Grammar & style
Pitch
General Format
Subject line
Strong, storytelling lead
Knowledge of recipient’s publications
Knowledge of medium’s story preferences
Terms of offer (including diplomacy)
Offer of help with sources, etc.
Promise to contact again soon to gauge interest
Inclusion of phone number
Closing thanks
Selling story, not organization
Inclusion of links
Format: Paragraphing style
Grammar & style