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The PR Pitch: It’s Like Opening a Present
By: Jeannine Wheeler
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Just like the iconic 1960s award-winning Polaroid ad that helped sell millions of cameras, the PR pitch should feel like a gift to the journalist who is enticed to open it up for a special prize inside.

All components should portend valuable and relevant news, including the subject header, the email pitch, the press release headline, and certainly the first graph. All should provide a reward for securing the time and attention of the journalist, blogger, or even consumer via social media channels such as Twitter.

The Doyle Dane Bernbach (DDB) Polaroid "It’s like opening a present" ad took the industry by storm with its homespun pictures of quintessential American life. Just like the DDB ad, your pitch should deliver occasion, enthusiasm, and promise to a journalist and his or her audience.

But alas, don’t forget the substance. There’s nothing that makes a journalist madder than when vital information is left off in all the excitement, including price, availability, and application.

Even the Polaroid ads — a complete departure from the company’s previous agency’s unsentimental, messy, and cluttered ads — insisted on including price points (starting at $60, by the way).  

Brevity and precision are not always easy, but always worth the effort.


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About the Author
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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