Create Brand Narrative with Media Pitch Writing

CLIENT: Thomson Corporation Peterson’s, a college test preparation and book publishing leader, was my client at PR agency, Euro RSCG Worldwide.

CHALLENGE: To position the brand spokesperson as a leader in his subject area, college prep testing and financial aid for Thomson Learning, and as an expert resource for business and education media. The goal is to attain coverage and drive awareness to the brand’s product, the new college test preparation book, and thought leadership.

STRATEGY: To reach out to media and draw attention to a key product from my client by linking it to a current, pop culturally newsworthy angle with a pitch letter. The idea could help the reporter envision their story featuring the product, connecting it to a new movie that high school students were going to see.

I developed a brand narrative based on this new film that involved stealing the answers to the SAT and how there were discrepancies in the movie to real life that could ease the minds of students. I provided insightful feedback, credited to our spokesperson, Ben Paris, while validating his knowledge on the subject.

The structure of the pitch opens with the current news, tying it into what my client does and how they can provide a solution. Then I explain who my client is and their unique positioning on the topic, followed by facts to back that up and demonstrate expertise. I conclude with a call to action for an interview, ending with contact details (not shown here.)

RESULTS: Thomson Peterson's expert spokesperson was quoted in several publications, including the front page of Home News Tribune, a regional Central New Jersey daily newspaper with 150k media impressions, as seen on the bottom right. It created momentum to continue engaging reporters.