Not even stellar copywriting can mask a bad media pitch, especially if it involves ultimatums, threats and, in this case, euthanasia of animals. Courtesy of PR Newser, read about one such bad pitch here:
http://www.mediabistro.com/prnewser/pr-fail-meet-our-worst-pitch-winner_b52148
Good copywriting is a given, but there are other components of an effective media pitch that are equally important. Preferably in the first paragraph, the pitch should include an interesting angle via a statement that makes the reader say “Wow, I never knew that!” We call this a “hook.” The pitch should be straight-forward, short, to the point and targeted to the audience the media outlet serves. And it goes without saying; provide contact information (email address, telephone number and your online footprint). That is the point is it not?
Remember that pitching is a process, so don’t discount the investment in building relationships with media contacts to develop your credibility and resourcefulness as a product, service or industry thought leader.