The Pitch Letter Series: Follow It Up By Explaining the Space

As we continue to work on our pitch letters it’s important to examine and become familiar with how other journalists in the industry approach this endeavor. You might think: "I’m a journalist, I write to the masses all the time, why would writing an email be different?"

When we write pitch letters our goal is to cause some kind of action or commitment.  You want to make sure you focus everyone towards one link/action. Unlike a news story this isn’t about balance or offering multiple sources: If you give your readers 4-5 things to do from that very first email – you might scare
them off, or confuse them. From that pitch
letter the main goal is to get them to all reply to you with "I am in."
Or to sign up to a Google Group, or whatever your choice of
communication is. Make sure all their questions are answered and direct
them towards doing one action which will ensure future communication.

That’s what Chris O’brien did when he got people to join his Ning site: The Next Newsroom.

Chris’ project is part of the Knight News Challenge, you can read more about it at the Idea Lab.
The point to consider – Chris is not dealing with "sources" but other
journalists. His goal, however, is the same. He needs to keep them
engaged to inform what he is working on. To that extent Chris has
generously donated his follow up email to the pitch letter. This is the
very next email which explains the space to those that have joined,
depending on how extensive a space you’ve created the follow up email
will be longer/shorter.

Here it is (thanks Chris)

 

Chris O’brien

 

A message to all members of The Next Newsroom Project

 

I wanted
to thank you for taking the time to register and participate in our
project. We’ve learned a lot over the last six months, and we still
have a long way to go.

 

This site is intended to be a place for
us to gather and talk about aspects of what the Next Newsroom could be.
There are a few ways you can join that conversation.

 

Everyone
here has their own blog. Please use it. Post links to interesting
stories. Highlight a newsroom or newspaper that has done something
interesting. Or just share your thoughts and ideas. Wild and ambitious
thinking is encouraged. The blog on the front page is a group blog; the
more voices heard there the better.

 

The forums are a great place
to start a discussion. Feel free to post questions about anything
you’re doing that might inform our thinking here.

 

And if you
work in a newsroom, or any media organization, please go to the
"Newsrooms" section and create a page for your group. Tell us about new
things you’re trying. What would you change about your newsroom? What
would you never change?

 

Best,

 

Chris O’Brien
project manager
The Next Newsroom Project

Visit The Next Newsroom Project at: http://www.nextnewsroom.com