If you understand anything about pitching, understand this: a pitch is not a summary of your book. (In the PR world, a book summary is a press release.) Rather, your pitch should link your book to something in the news.
This is where a book publicist is extremely helpful. At its most essential, a pitch identifies themes in the book that are tied into the news. To successfully pitch, you must also know each media outlet's audience and the aspects of your story that would be compelling to them.
As you might have guessed, your pitch can and should change depending on who you are targeting. For example, a pitch to a national media outlet should incorporate national trends to capture the interest of show producers. A pitch to a local radio broadcast, on the other hand, should highlight how your book's themes would be of interest to local residents. Learn how to get the most of your book publicist here