I Heard It From The PR Girl

Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Posted in Reading Notes by laurynwilliams on February 24, 2010

Media kits (also called press kits) are usually in the form a folder. Sometimes a more creative packages can be custom- designed or made to make your company stand out.  Some  contain a business card slot and/or slot of CD’s. Media kits usually contain:

1) A main news release

2) A news feature

3) Fact sheets on the product, organization, or event

4) Background information

5) Photos and drawings with captions

6) Biographical material on the spokesperson or senior executive

7) Some basic brochures

Electronic press kits (also called EPKs or e-kits) are more cost efficient to distribute than printed kits. Journalists seem to prefer e-kits. The major reasons e-kits are preferred were storage and filing simplicity, ease in forwarding materials to others, faster access to company or public relations, and elimination of news room clutter.

Two approaches to pitching a story are to distribute the publicity materials and hope yours gets picked or to pitch directly to the gatekeeper if a particular situation or story angle is more special than just the routine news release.

A good pitch has three phases:

1) Researching the publication or broadcast show

2) Writing the e-mail or letter and making the call

3) Following up

All material here is quoted or paraphrased from Public Relations Writing and Media Techniques (6th Ed.)


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