While many people just use press releases to get free publicity, learning how to write an effective cover letter can dramatically increase the amount of publicity you receive.
A media cover letter is a brief pitch to publishers containing an idea or article you’d like them to use to help you get free publicity. It is important to write a good cover letter to correctly convey your point of view.
It is important to do some simple research before submitting your letter. Research the name of the publisher and the name of the publication and be sure to include them in your introduction. This will keep your letter personalized, show the sincerity of your intentions, and prevent the editor from assuming that this is a letter you also sent to other publications.
It’s also essential that you open your cover letter with an attention-grabbing statement that makes your reader instantly interested in what you have to say. If your reader is instantly hooked on what he has to say, they’ll keep reading.
For example, if I were to write a cover letter about my adventure selling the Brooklyn Bridge in 1983 (yes, I really did sell the Brooklyn Bridge), I would start my letter by saying:
“In 1983 I caused an international media sensation by becoming the first person in history to ACTUALLY sell the Brooklyn Bridge, one square inch at a time. Now, 25 years later, I’m doing it again, even bigger and better than before. .”
Then get to the point. Explain to the editor what you want to do, whether it’s suggesting a new product or recommending a person to perform. Make sure your story or idea is perfect for the publication’s target market, then tell the editor why that is.
Now that you have the editor’s attention, explain your concept as clearly and concisely as possible. It is important not to publish all your ideas in a media cover letter for two reasons: first, your letter will not get boring and boring the reader, and second, it will pique your reader’s interest and keep them wondering and wanting more. Make sure that since this is the bulk of his letter, you have understood the main points of it while keeping your letter within one page. Ideally, the letter should be between 200 and 400 words.
Make it clear to the editor that you are the best person to do the job. You may take this opportunity to cite some of your previous work or significant experiences that may be of benefit to you in dealing with this topic. Don’t be too arrogant, but confidently explain that you have quality information that this person can use and pass on to their audience.
Lastly, make sure you leave your correct contact information. It sounds simple, but you’d be surprised how many people screw this up.
Include a phone number (cell phones are fine too. Just state that the number is your cell number) and an email address that you check often. Indicate that you can be contacted at those numbers or email addresses at any time if the editor is interested in your idea. You can also include additional press materials with your letter to prevent the editor from doing additional research on your topic.
Once you send your cover letters to the media, be sure to check your email and voicemail services often. Media people are happy to leave a message or send an email, but they won’t wait long for you to reply. If you don’t contact them within hours, you risk missing out on an interview opportunity.
If you follow these steps and learn how to write a cover letter, you’re on your way to free publicity that can bring new customers to your business at little or no cost.