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.
- 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.
- 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
- 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
- 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
- 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.