Overview
Media Pitches (x2, each pitch 200-300 words)
EXAMPLES:https://prowly.com/magazine/media-pitch/#examples
Press Release Rewrite + Two Media Pitches
Total: 100 points
In Module 3, I uploaded a press release. This press release is flawed; it is up to you to fix it. So
you don’t have to start from scratch; you can keep parts of the press release, but you make it
better. You will act as the PR officer, so use your name for the media contact. You can invent a
quote (look up who can be a spokesperson), but make sure it is a relevant quote. The best way
to make yourself familiar with press releases is to read press releases you’ll find in brand
newsrooms or on the websites of PR software companies (like prezly.com; meltwater.com; etc..)
1. Press Release Structure — 25 pts
● Clear, news-oriented headline
● Proper dateline
● Strong lead that gives the main news immediately
● Logical press release format
● Quote and media contact included
2. News Logic & Organization — 15 pts
● Most important information comes first
● Paragraphs flow logically
● Background information is placed after the main news
● The release is easy for a journalist to scan and use
3. Editorial Tone & Style — 20 pts
● Written in third person (only exception: in a quote!)
● Uses factual, editorial language rather than marketing language
● Avoids hype, exaggeration, and overly promotional adjectives
● Sounds like a professional press release, not an advertisement
● A relevant quote will make your press release better
4. Boilerplate & Brand Information — 10 pts
● Boilerplate is concise and factual
● Brand description is professional and credible
● Unnecessary promotional language is removed
5. Revision Notes / Annotations — 10 pts
● Explains the most important changes made
● Shows understanding of press release structure and tone
● Goes beyond surface-level edits
6. Media Pitches — 20 pts
10 pts per pitch
Each pitch should include:
● A relevant journalist, editor, publication, blogger, newsletter writer, or content creator
● Evidence that the student knows this person’s work, such as a recent article, recurring
topic, audience, platform style, or beat
● A tailored story angle that connects the Ralph Lauren opening to that person’s audience
● A concise, professional pitch with a clear subject line and reason for reaching out
Rewritten press release: 300–500 words
Revision notes: 150–250 words
Media Pitch 1: 200–300 words
Media Pitch 2: 200–300 words