The Great Cloth Diaper Change
Media Pitches
If you’d like to attempt to secure some amazing press coverage for yourself, your store and your
local event, please consider pitching your local media representatives – TV, radio and print.
To help you, we have created some sample pitches you can tweak, personalize and email to your
local reporters for consideration.
Please note that typically after a pitch to TV, radio or a newspaper photo desk, you’ll include the
media alert pasted in the body of the email. For any print or online publications, you’ll most likely
paste the news release instead as those contacts may want more information for a story. In
reality either if fine, but the think of the media alert as a “visual event alert” and the news release
as a “here’s the story” information sheet.
Good luck!
Television
Dear [INSERT NAME],
I’d like to run a fun and exciting TV segment idea by you for consideration for coverage. It’s a
perfect story leading up to Earth Day (April 22).
The cloth diaper industry is on fire. Of course not literally, but the industry’s rapid growth as an
alternative diapering option that is kind on the wallet and the environment, is remarkable. In fact
sales of modern cloth diapers have grown by over 30 percent in recent years as more and more
Americans are choosing to use cloth diapers.
To help continue to raise awareness of cloth diapering, several people involved in the movement,
including [LOCAL HOST], have joined forces with the nonprofit Real Diaper Association for the
second annual international event taking place on Saturday, April 21 (the day before Earth Day)
called, “The Great Cloth Diaper Change.” (www.GreatClothDiaperChange.com).
In 2011, The Great Cloth Diaper Change created incredible buzz in the U.S. and all over the
world with 5,026 babies changed at 127 locations in five countries, setting a Guinness
World Record™1. This year there are currently more than 100 [UPDATE] locations and counting
– [INSERT #] in the USA and sites in eight [UPDATE] other countries including Australia, Chile
and Switerzerland. So far that’s at least [INSERT #] babies being changed in cloth diapers at one
time – what a TV visual!
[INSERT HOST COMPANY NAME AND CONTACT]. For example, “Kimberly Webb,
founder/CEO of San Antonio-based Rockin’ Green, is heading up the San Antonio site that
already has over [INSERT #] “babies” signed up to get “changed” at the event. Now that’s a lot of
babies!
I wanted to see if this story sparked any interest for your station? We could do something the
week leading up to the event in-studio featuring [EVENT HOST] and others involved locally. In
fact, we could bring in a few cloth-diapered babies as a great visual too. Or, of course, we
welcome cameras at the event where you can capture your own footage.
1 Note: The total number of participants in the 2011 event was 6,363 from 203 sites in 10 countries, but not
all qualified for the record due to Guinness’s policy requiring a minimum of 25 babies changed per site in
order to qualify.
Below is the local event media alert with more details, but you can also find more
information at www.GreatClothDiaperChange.com. If you have any additional
questions or would like more information, please let me know. I’ll plan on following up
with you via phone and/or email if I don’t hear from you soon to gauge your interest.
Thank you for your consideration
[NAME]
[COMPANY]
[EMAIL, PHONE]
www.GreatClothDiaperChange.com
[PASTE MEDIA ALERT IN EMAIL BODY]
Print and Online
(Note: Please adjust wording as needed for newspapers, magazines, websites and blogs)
Dear [INSERT NAME],
I’d like to share a story idea with you for your consideration leading up to Earth Day (April 22).
The cloth diaper industry is on fire. Not literally of course, but the industry’s rapid growth as an
alternative diapering option that is kind on the wallet and the environment, is remarkable. In fact
sales of these disposable diaper-alternatives in recent years have grown by over 30 percent, as
more and more Americans are choosing to use cloth diapers.
To help continue to raise awareness of cloth diapering, several people involved in the movement,
including [LOCAL HOST], have joined forces with the nonprofit Real Diaper Association for the
second annual international event taking place on Saturday, April 21 (day before Earth Day)
called, “The Great Cloth Diaper Change.” (www.GreatClothDiaperChange.com). The event is
also timed at the finale of the International Cloth Diaper Awareness Week (April 16-21).
In 2011, The Great Cloth Diaper Change created incredible buzz in the U.S. and all over the
world with 5,026 babies changed at 127 locations in 5 countries setting a Guinness World
Record™2. This year there are currently more than 100 [UPDATE] locations and counting –
[INSERT #] in the USA and sites in eight [UPDATE] other countries including Australia,
Switzerland and Chile. So far that’s at least [INSERT #] babies being “changed” in cloth diapers
at one time.
[INSERT HOST COMPANY NAME AND CONTACT]. For example, “Kimberly Webb,
founder/CEO of San Antonio-based Rockin’ Green, is heading up the San Antonio site that
already has over [INSERT #] “babies” signed up to be “changed” at the event.
Below is the news release with more details, but you can also find more information at
www.GreatClothDiaperChange.com. If you have any additional questions or would like more
information, please let me know. I’ll plan on following up with you via phone and/or email if I don’t
hear from you soon to gauge your interest.
2 Note: The total number of participants in the 2011 event was 6,363 from 203 sites in 10 countries, but not
all qualified for the record due to Guinness’s policy requiring a minimum of 25 babies changed per site in
order to qualify.
Thank you for your consideration.
Sincerely,
[NAME]
[COMPANY]
[EMAIL, PHONE]
www.GreatClothDiaperChange.com
[PASTE NEWS RELEASE IN EMAIL BODY]
NOTE: Be sure you personalize each pitch for each publication and reporter. If you aren’t
familiar with a publication – research it before you pitch it. The above pitches are just examples.
Please be sure to tweak your pitches based on each outlet, your media relationships, etc.
Personalization is key. If possible, personalize based on your local knowledge of that newspaper
or TV station.
Some examples for personalizing include:
 “I thought this would be a great fit for your ”Go Green” section of the newspaper as it’s a
fun, unique green event happening in our city.”
 “I know you are a fan of cloth diapering so I thought this story might be of interest to you.”
 “I’m a big fan of your blog – it’s full of wonderful eco-friendly resources, news, tips and
more. On that note, I thought you might be interested in this upcoming event/story idea for
your site.”
 “I know the morning show is always looking for unique local events that are visually
appealing and thought-provoking. The Great Cloth Diaper Change is certainly all those
things! Can you just image host [Jim Taylor] changing a cloth diaper on-air!?!”