When organizing an event, one of the most important steps is to plan and write an effective pitch letter. This letter serves as the initial contact between the event planners and the potential sponsors, vendors, or speakers they hope to attract to the event. A successful pitch letter can be the difference between making a lasting impression and having the event fall flat. Writing an effective pitch letter is an art form, but it doesn’t need to be intimidating. In this blog post we will cover the basics of event pitching, from what to include in your letter to best practices for sending it. We will provide useful tips and advice to help you write an effective pitch letter that will make your event a success.
How to write a pitch letter for an event
To write a pitch letter for an event, adhere to these guidelines:
1. Understand the format
The format and presentation of your pitch letter can affect whether or not someone responds to your request if you intend to send it by mail or as an email attachment. Although there are no strict guidelines, the following structure might be the most successful for grabbing the reader’s attention:
Although formatting for dates, recipients, and margins can be removed from an email pitch letter, it is still advisable to include a letterhead in your email signature, use a readable font, write in block format, and exercise concision. For email correspondence, the default font is probably the best option.
2. Identify the right contacts
Make a list of the appropriate contacts before you can alert the media to your event. You can increase the likelihood that your event will be covered by the media by contacting specific media personnel as opposed to media outlets in general. Determine the beat, or news subject area, that your event falls under in order to find the appropriate contacts.
For instance, a press conference for a celebrity would fall under the arts and entertainment beat. Therefore, the journalists and editors who cover arts and entertainment for their respective outlets would be the best media contacts for the event. But keep in mind that some platforms, especially niche media and programs, may employ personnel who are more specialized in their beat. Reporters who cover particular celebrities or names may work for a network that specializes in celebrity news. To ensure you contact the appropriate person, it is crucial to do your research on each potential outlet.
3. Include a hook
A hook is a sentence or paragraph that appears at the start of a message with the intention of drawing the reader in and encouraging them to keep reading. An effective hook is educational, interesting, and audience-relevant. For emails, the hook begins with the subject heading. Create a short heading that expresses the message’s main point clearly.
There are several ways to hook the recipient within the message itself. Think about opening with a fact or anecdote, or address a widely held misconception. For instance, a pitch for a book reading by a well-known author who is rumored to be reclusive might start by addressing that reputation and putting it to rest by introducing the event. Alternatively, you can hook the recipient by recalling their work. Before describing the event you’d like to pitch, make reference to a comparable event or story they’ve covered and mention its impact on you. A recipient may be more receptive to your pitch if you make reference to their accomplishments.
4. Include a call to action
What you want your audience to do in response to your pitch is a call to action. Your call to action for an event would be to feature the celebration in their publication or on their show. The call to action directly follows your hook. You can either include the hook in the same paragraph or in a separate one, depending on its length.
Be mindful not to come across as overly forceful when writing your call to action. Change your tone to one that invites the recipient to a chance The goal is to influence them to make a decision that will benefit both them and their outlet.
5. Show why the event is newsworthy
A story is newsworthy if it has the potential to grab the public’s attention. Explain to the recipient why your event is interesting to readers and viewers after your hook. Try to stand out in the sea of pitches that media professionals receive each week by emphasizing something special or noteworthy about your event. For instance, you might emphasize that the book reading mentioned above would be the author’s first public appearance in a given period of time.
6. Express thanks and reiterate your call to action
Thank the reader for their time in reading your pitch letter, and then reiterate your call to action by saying that you look forward to speaking with them about the issue soon. Include your phone number, email address, and preferred method of contact if you’re mailing the letter or attaching it to an email. If you’re sending an email, include your phone number in the signature and list other ways to reach you besides email.
7. Sign off
Include a complimentary closing like “Sincerely” or “Best regards” below your name to finish off the pitch letter. Make sure your title and organization are included in your message whether you’re sending it via email or a formal letter. You can include these directly underneath your name. You can skip this step if you’ve already set up your email signature to include your title.
What is a pitch letter?
A pitch letter, also called a media pitch, is a type of communication used to pique the interest of a media professional or outlet in an idea, product, or event. The target of the pitch is frequently a journalist, editor, or producer at a newspaper, magazine, radio station, or television network. Pitch requests are also typical for media professionals in alternative outlets, like blogs and podcasts. Today, the most popular platforms for sending pitch letters are email and social media. Telephone and postal mail are less common but still used.
A pitch letter is typically sent by a public relations or marketing expert. The message is typically only 150 to 400 words long. The sender’s goal in the pitch is to generate interest in the topic at hand. They discuss the story’s public value, newsworthiness, and potential benefits to the receiving organization. A persuasive pitch letter encourages the recipient to respond with interest and possibly a suggestion to continue with coverage.
Event pitch letter templates
To write your event pitch letter, you can use and modify these templates:
Template 1
This format is for a formal letter that should be mailed or attached to an email:
[Date]
[Name of recipient], [Title of recipient], [Name of organization], [Street address of organization], [City, state, and postal code of organization]
Dear [applicable honorific and surname of recipient],
[Write a hook to engage the recipient. Start your essay with a relevant fact, anecdote, or reaction to an argument. A call to action that describes your event and asks the recipient to cover it should come after this. ].
[Include information about the occasion and demonstrate to the recipient why it merits news coverage. Think about relating it to current affairs, the circumstances surrounding relevant individuals, or some other noteworthy aspect of the event that sets it apart from others. ].
[Thank the recipient for considering covering the event. Say that you are interested in talking about how the event might be covered in the media. Mention the best way to reach you and your preferred method of contact. ].
Best regards,
[Your name]
[Your title]
[Name of your organization]
Template 2
This template is for a pitch letter sent via email:
Subject: [Write a brief heading that expresses the message’s topic]
Dear [applicable honorific and surname of recipient],
[Write a hook to engage the recipient. Start your essay with a relevant fact, anecdote, or reaction to an argument. A call to action that describes your event and asks the recipient to cover it should come after this. ].
[Include information about the occasion and demonstrate to the recipient why it merits news coverage. Think about relating it to current affairs, the circumstances surrounding relevant individuals, or some other noteworthy aspect of the event that sets it apart from others. ].
[Thank the recipient for considering covering the event. Say that you are interested in talking about how the event might be covered in the media. Mention the best way to reach you and your preferred method of contact. ].
Best regards,
[Your name]
Event pitch letter examples
Consider these examples to guide your writing:
Example 1
This illustration is based on a sample formal letter that would be mailed or attached to an email:
December 13, 2021
Ms. Editor of Arts and Entertainment for the Applewood Gazette, Dorothy ZimmermanReading, Pennsylvania 19601 3500 Harbison Street
Dear Ms. Zimmerman,
The author Thomas P. An upcoming public book reading on December 26 appears to contradict Roth’s long-standing reputation as a recluse. We want to invite you and your publication to write about this extraordinary event.
Mr. After the release of his acclaimed debut novel in 1988, Roth made one final appearance in public. Since then, he has reportedly lived as a hermit in rural Pennsylvania, writing and reading. The reading, scheduled to begin at 7 p.m. at the renowned PA Book Center on Franklin Avenue, will address this reputation and dispel some myths. m.
Thank you, Ms. Thank you, Zimmerman, for considering using your resources in this situation. I look forward to receiving your response soon. You can reach me on the phone, which is my preferred method of communication, at 610-222-5555.
Best regards,
Helen Barger
Public Relations Specialist
Gravitation Press
Example 2
In this example, the sender makes their pitch by email:
Subject: Coretech intends to introduce the newest innovations on 12/12
Dear Mr. Choi,
Because of your excellent past reporting, I wonder if you’d be interested in covering Coretech’s upcoming product launch on December 12th. As an avid reader of your work in Tech Central, I am aware that you covered Coretech’s product secrecy in your August piece titled “Whats Coretechs strategy.”
As one of the industry’s pioneers, Coretech has sought to maintain its advantage over rivals by maintaining the strictest level of confidentiality for all of its work. Even the April leaks you mentioned in your article didn’t provide much information. This product launch is likely to be THE big technological story of the year.
I appreciate your consideration and look forward to your email response regarding this.
Best wishes,
Gina Borges
Write the Perfect Event Proposal
FAQ
How do you write a pitch for an event?
- Event pitch tip #1: Focus on your client and their objectives.
- Event pitch tip #2: Lead with a strong value proposition.
- Event pitch tip #3: Keep it short. …
- Event pitch tip #4: Tell a story. …
- Event pitch tip #5: Make it visual.
How do you start a pitch letter?
…
1. Get your pitch-letter greeting right
- Dear Mr., Mrs., Ms. (last name)
- To whom it may concern.
- Dear Editor.
- Your Highness (wait…that might actually work… JK)
How do you write a great pitch letter?
- A hook. A good editor will be able to tell right away whether or not she is interested in a pitch.
- An angle. You have the editor’s attention at this point, so present your angle.
- Interesting stats. …
- Market knowledge. …
- Pitch perfect.
How do I write a pitch?
- Do some pre-reporting. Make sure your pitch is well thought out.
- Fill in the details. Pre-reporting will assist you in addressing the following issues in your pitch, which Stossel deems essential for a winning pitch:
- Show off your writing skills. …
- Have a little drama. …
- Understand the news value. …
- Make it timely.
