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Do not hesitate to read Chapter 5 in The Public Relations Practitioner’s Playbook for (all) Strategic Communicators by Litwin. He stresses the opening paragraph that must be a hood — a hand that comes up out of the page and grabs the reader by the neck or some place else (usually the heart and soul will follow) and pulls her/him in. In addition, comes this advice from Kate Lopaze from thejobnetwork:
- The opening: Avoid cliches (but follow Litwin’s advice on an opening graph that sets you apart from everyone else.
- The pitch: Talk about yourself.
- The closing: Finish strong and as Litwin advises, let the recipient know you will follow up via a phone call. That way, when the gatekeeper asks, “Is the person you are calling expecting your call,” you can honestly say yes, because you have alerted she or he that you will be following up.
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