So What's a Power Pitch, Anyway?

Jamie Favreau over at Ereleases published a relieving article today regarding press contacts vs. pitch content. As someone who has all of one reporter's email on file, I was relieved to hear that as long as I was making a pitch the reporter can't say "no" to, I didn't have to have an overflowing address book.

But what does the perfect pitch look like? Sound like? And how can you fashion it to be relevant to more than one editor?

Here are the top three tips I've been told are essential to crafting a powerful pitch.

1. You researched the reporter - and it shows.
Reporters don't want a one-size-fits-all letter sent to them, because then it's apparent that they're being used. And no, just filling in their name and the paper they work at doesn't cut it, either. Instead you have to personally cite why this source and this reporter were chosen. If you saw an article that your release would compliment, mention it. If the reporter shares a certain interest with the story, make sure to highlight it. A vanilla pitch might mean a missed opportunity, so make sure to tailor it to the reporter's taste.

2. Multi-media is your best bet.
Yeah, it might feel like stalking. But if you email a reporter and hear nothing back in a prompt manner, a follow-up phone call or a phone call before the email is sent might help get the story published. I'm not saying 20 minutes after the email is sent. I'm saying give it a day or two, depending on the timeliness of the release, and then give them a phone call NOT to make sure they got the release (they probably did) but to ask them if there is a better place the release could be sent if they're too busy to deal with it.

3. Write it like a journalist!
No one wants to publish fluff, and no one wants to read it. Don't talk excitedly about how awesome your product is; sell it for what it is in an effective, public-relations-esque way without being obnoxious or seeing the product through rose-colored glasses. There are flaws, so don't pretend that there aren't (I'm talking to you, Steve Jobs & co.) but do your job in a way that isn't going to make the editor groan.

Any media people out there have other preferences or peeves? Any PR people with a tip or a secret to a great pitch? I want to hear them. Comment away!