Preparing fact sheets media advisories media kits and pitches
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Preparing Fact Sheets, Media Advisories, Media Kits, and Pitches. Chapter 6. Other Basic Publicity Tools. Fact Sheets Media/Press Kits Media Advisory/Alerts Pitches. Fact Sheets. Often accompany a news release or a media kit

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Preparing Fact Sheets, Media Advisories, Media Kits, and Pitches

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Preparing Fact Sheets, Media Advisories, Media Kits, and Pitches

Chapter 6


Other Basic Publicity Tools

  • Fact Sheets

  • Media/Press Kits

  • Media Advisory/Alerts

  • Pitches


Fact Sheets

  • Often accompany a news release or a media kit

  • Is a list of facts in outline or bullet form that a reporter can use as a quick reference when writing a story

  • For an event, can be who, what, where

  • Can be fun facts, tidbits and trivia

  • Can be a corporate profile


Media Advisories

  • AKA media alerts because they tell assignment editors about upcoming events they might be interested in covering from a story, photo, and video perspective

  • Most common format uses short, bulleted items rather than long paragraphs

  • Often used to pitch coverage ideas

  • Often has what, where, when, who, why, photo/video/interview opportunities, and contact people for more information and/or questions


Media Kit

  • Compiled for major events and new product launches

  • Gives editors and reporters a variety of information and resources that will make it easier for them to cover/write about topic


Main news release

A news feature

Fact sheets on the product, organization, or event

Background information

Photo, graphics

Biographical material on executives, key speakers

Basic brochures

Media Kit Elements


Electronic Media Kits

  • Cost-effective today to distribute media kit information via CDs, e-mail and online newsrooms (Electronic Press Kits- EPKs)

  • More versatile than printed media kits– can contain multiple pieces of information in a variety of formats such as text, video, photos, audio, animation, etc)

  • EPKs expand potential audience because they are not limited to media outlets

  • Cost savings can be significant too


Journalists Prefer E-mail/Online

  • Seventy percent of surveyed journalists said they prefer to receive information via electronic communications such as e-mail and the web due to:

    • Ease of storage and filing

    • Easy to forward material to others

    • Faster access to company PR contacts

    • Elimination of newsroom clutter


Pitching a Story

  • They key to successful placing and coverage of stories and issues is being able to convince editors and/or reporters that what you’re pitching is newsworthy and relevant to their readers and viewers

  • Often making a personal appeal or pitch to the media gatekeeper is an effective approach

  • Pitch letter is a personalized letter to a specific editor asking for coverage/attention


Making The Pitch a Strike

  • Research the publication or broadcast program—understand its style, format, readership, deadlines, regular features

  • Writing the e-mail or letter—keep it brief, writing should be clean, sharp, to the point, lead should be enticing

  • Following-up– in letter say you will call or email next week, but leave your direct phone number in case there are questions; don’t be too pushy; you must “graciously” accept no for an answer


E-mail and Phone Pitches

  • Subject line very important with e-mailed media pitches

  • Subject line must generate interest and curiosity so your pitch isn’t quickly deleted as an editor goes through dozens of similar appeals for coverage

  • Calling a reporter or editor on the phone requires the same preparation that goes into preparing a written pitch

  • Avoid calling during peak deadline pressure such as a TV newsroom after 3 p.m.

  • Preparing a brief outline of what you will say is beneficial

  • Get to the angle of your story right away

  • Try to tie your story in with others that are being covered and offer a big picture perspective, if possible


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