Press Releases & Networking - Pitching the Story Pitching the Story Essay

Press Releases & Networking - Pitching the Story Pitching the Story - Essay Example Lastly, conclusions are drawn regarding the effectiveness of design and appeal of pitch letter and the impact it was able to make on public image of the company. Introduction Every business acknowledges the fact that marketing, building public relations and gaining spotlight on media is pivotal for success of its operations. For this purpose, management of all incorporations are engaged in the practice of pitching stories to journalists and media persons, seeking to be heard and talked about on media without spending of excessive costs. In a research, practitioners were found to be involved in writing seven pitch letters per month on an average (Napoli et al. 370). This practice is traditional, being followed since decades and shall always play an essential role for marketing of businesses (Rubel, n. p.). However, the only thing that has changed is the mode of communication and types of media broadcasting them. It began from paper media, turned to electronic and digital media and is currently resting on the internet resources: conventional media has lost its dominance (Waters et al. 242). Considering these factors, a pitch letter has been drafted and its planning and follow-up procedures have been discussed in the subsequent sections. Part 1: Pre-Pitch The company represents a restaurant, part of a large food chain, that serves its local customers with various cuisines for lunch and dinner meals while regular breakfast and fast food items for catering younger tastes. The customers targeted mainly are those living in nearby vicinity. Mostly, the customers it aims at range between age groups of 18 to 50 years. Fast food items are available to entertain younger customers who frequently hang out with their friends while unique cuisines are offered for enthusiasts and food lovers of mature ages. Other customers include one-off walk-in families or gatherings on weekend dine off meals. Rarely, this outlet might be able to cater tourists and foreigners by offering uniq ue traditional meals that might interest them. Media outlets vary in forms and need to be selected very carefully as each generate a different impact on audience. In today’s technology savvy era, internet media, online bloggers and social media networks have sabotaged the significance of paper media. The remaining market share is captured by digital media, including TV and radio. As a result, selecting paper press media as connector seems highly ineffective as only a minute proportion of audience relies on it. On the other hand, targeting digital media might be most difficult as it needs high quality relationships, expenditures and networking to be able to fall under its radar. Since target customers include significant proportion of teenagers and younger generations, it shall be essential to be heard on platforms where they focus their most of the attention: social networking portals and online blogs. Researchers have acknowledged the vitality of converting businesses into a form acceptable by social media (Anderson and Swenson n. p.). Moreover, many journalists are reported to have grabbed thousands of stories from social