When there’s news to share, ad agencies usually get the word out through a news release (or press release, which is the older but more commonly recognized term).

The problem with news releases is that reporters get so many of them they can easily be overlooked. Sometimes a short, engaging pitch letter is a better way to get attention.

What is a pitch letter? It’s simply a letter sent to a media representative that tries to sell a story idea. Often the letter works fine by itself, while other times you may want to send it along with a release or media advisory (which is used when you want to invite the media to an event). It really depends on the situation.

The great thing about a pitch letter is that it’s much more personal than a news release, and it gives you an opportunity to grab a reporter’s attention with your opening sentence.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.