1. What is Your Unique Selling Point?

A Unique Selling Point (USP) sets you apart from your competition. What do you offer that they don't? This can be measured in the value you offer - For instance, excellent customer service or designating a portion of your sales to a local charity.

2. What are the Top 5 Goals of Your Strategy?

Goals can be simple or complex. It's entirely up to you. Think in terms of traffic, sales, professionalism, recognition, communications, or causes.

3. Have You Defined Your Target Audience?

This one is common in all of your business and marketing plans. At some point you've already determined the important characteristics that make them your ideal clients. Although all publicity is valuable, the most valuable successfully reaches your potential clients.

4. Where Will Your Message Have the Most Impact?

Make a list of all the media you would like to target. Make lists of contact names and numbers, and create a database of that you can continuously update. Research relevant media outlets for your market, don't just go trendy. Traditional media is still a powerful buying influence. Don't waste time trying to reach clients in the wrong place. For example, you are less likely to reach the female market if you seek out publicity on satellite radio.

5. Why Should People Care?

This question ties into the first question about your USP.

Keep in mind, people like stories, they particularly like stories that they can easily relate to. Tie your USP into your media pitches. Brainstorm as many story ideas as you can and create outlines and pitches for the best ones. Always add to your idea list. Write stories as they happen. Gather good news stories and testimonials from your customers.

6. Build Your Communication Strategy

Fill your strategy with print, radio, television and online pitches. Angle your stories based on the medium and the market. When you first approach the press make your pitches short. If you are successful at capturing the interest of the press let them write the story or direct the interview for you. don't try to take over control. They know their audience and what will work.

7. Have You Defined a Follow up Plan?

Persistence matters - Have a clear follow-up strategy that doesn't border on pestering or stalking. Know when and how to follow up with your press contacts. Include an interval plan that is easy to follow. Map out actions for 1 week, 6 weeks, 3 months and 6 months. If you haven't captured their attention by then, you need a new story. Keep your PR pitches fresh and relevant.

People are interested in what is happening NOW.

Also you are more likely to gain publicity if you don't give up. Keep in contact and ensure Media contacts remember you. They are more inclined to give free publicity to people they are already familiar with. So develop your approaches and pitches in memorable ways, and don't give them a chance to forget you.

What is the most important element of writing an attention-grabbing pitch letter?

Creating a compelling, timely, thought provoking reason for people to care.

Writing a pitch letter, instead of making a phone query, allows you the opportunity to organize your thoughts, list your credentials, and provide the perfect flavor for your story. People want to share your enthusiasm, seduce, amaze and move them with your passion. Make them see the world in a different way.

First off, the proper format is critical. A pitch letter should be limited to one typed page. If you run over one page, trim it down and eliminate unnecessary words. You need only three clean, concise and direct paragraphs.

The Hook: The first paragraph should introduce yourself and the subject. Include a catchy hook, that covers the 5Ws of journalism (Who, What, When, Where, and Why). This is where you explain who you are, exactly what you have to offer, when the event is happening and where it will be. Include them in every pitch letter.

The Angle: The second paragraph should explain why you're perfect for their show/event or article. For regional media, give them a local angle. Always deliver a timely pitch. What is the reason for your sudden interest in media attention? Explain why their audience will care and provide back-up.

Refer to, or attach the news item that made you think that the media would be interested in your story. Material tied to a national trend, coincides with a holiday, or gives a new slant to a current trend or issue is more compelling than "I need media coverage".

The Conclusion: The third paragraph explains how you can be reached. Give them phone numbers, email addresses and websites even if it is already printed on your letterhead. Always end your letter by saying that you'll be contacting them and tell them when (such as next week, month or on a specific day.)

The most important point is making sure that the media needs your idea. If they don't, convince them that they do.

Research is vital to your pitch letter. Look at back issues of a paper/magazine or watch/listen to a show before you pitch. Get to know their genre, niche, history and audience. Tie your story to an issue they've been dealing with. Arming yourself with the right information will help you assemble the perfect pitch. An educated and well-tailored letter will get more responses from the media.

Sending ideas that are not suited to their audience is a sure way to get your letter dumped in the circular file.