In the last column, we looked at the optimal time for sending out your product or service pitch. In this column, I'd like to share what I like to see included in a pitch for a product or service. I think it's important to spend time on the blogs and news outlets you want to get covered by to see if they outline what they look for in submitted pitches.What works for one news outlet may not work for another. It's important to remember that reporters are blasted with e-mails all day and you need to catch their attention quickly. So many times the e-mails I receive are so content-heavy that they lose me immediately. PR agencies many times send too much inside of the actual e-mail. My suggestion is to go light in the e-mail and go heavy on the external links. If I want to read more or follow-up, give me the materials to do so, but don't include everything in text in the e-mail.

Here's a list of what I like in a pitch e-mail:

• Embargo information if applicable
• Name of company
• URL of product or service
• Login if applicable -- don't make me request one and then have to wait for a reply
• Contact info: e-mail, phone, etc.
• Brief Twitter-style product overview
• Bullets of why you are better/different than your competition
• Company info: employees, location, year founded, funding, etc.
• Links: press release, logo, presentations, videos, etc. (all links, not attachments)

I always like it when companies spend the time to create an account for me and provide the credentials in the e-mail. This way I don't have to spend the time to create the account; instead I can just get right into the service and begin the review.

One note on how to basically eliminate your chances of getting me to look at your product or service. That's to send me links to other blogs or news outlets talking about your service. First, it makes me wonder why you didn't send me the information when you sent it to the sources you have listed. Second, let me look for other sources that have discussed your product or service when the time is right. Talk to me as an individual based on reading my site and understanding what topics I cover.

It's important to remember that most news sources want to write about as many services as possible. Make their job easier and it could mean more rewards for you. I hope this checklist and commentary will help you get your product or service covered by as many sources as possible.