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


This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox 

Expanding the Publicity Tool Kit:

  • Fact Sheet – a brief outline of who, what, when, where, why, and how. Sent to journalists so they have a quick review of basic information.
  • Media Kit (press kit) – a packet of materials distributed by mail, CD, or online to media outlets that contains news releases, photos, backgrounders, and fact sheet about a new product or service.
  • Media Alert (media advisory) – a notification to assignment editors informing them of a newsworthy event that could lend itself to photo or video coverage.
  • Pitch – jargon for making an appeal to an editor or journalist to so a story on your product or service.

Fact Sheets:

  • The fact sheet may form the basis of a whole story for a reporter, or the reporter might use just one or two of the facts provided to supplement the information in the news release.
  • Provide:
    • The name of the event
    • Its sponsors
    • The location
    • The date and time
    •  The purpose of the event
    • The expected attendance
    • A list of any prominent people attending
    • Any unusual aspects of the event that makes it newsworthy

Media Advisories:

  • Tell assignment editors about upcoming events that they might be interested in covering from a story, photo, and video perspective
  • Format is short in length, bulleted items rather than long paragraphs.
  • Used to announce the time and location of a scheduled news conference.
  • Also let reporters and editors know about an interview opportunity

Media Kits:

  • May include:
    • A main news release
    • A news feature
    • Fact sheets on the product, organization, or event
    • Background information
    • Photos and drawings with captions
    • Biological material on the spokesperson or senior executive
    • Some basic brochures
  • E-kits – electronic press kits – more versatile than traditional printed media kits, because they can include multiple pieces of information in a variety of formats.

Pitching a Story:

  • A good pitch has three phrases:
    • Researching the publication or broadcast show
    • Writing the e-mail or letter and making the call
    • Following-up
  • Preparing a pitch:           
    • Once you’ve done your research and have ascertained what kind of pitch would be most appropriate for a particular publication, broadcast show, or even a blogger, the next step is to write a succinct, attention-grabbing memo or e-mail.
  • It is important to follow up on your pitch.
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Filed under Chapter Notes, PRCA 3330

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