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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Other basic publicity tools
Other Basic Publicity Tools Pitches

  • Fact Sheets

  • Media/Press Kits

  • Media Advisory/Alerts

  • Pitches

Fact sheets
Fact Sheets Pitches

  • 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
Media Advisories Pitches

  • 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
Media Kit Pitches

  • 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

Media kit elements

Main news release Pitches

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
Electronic Media Kits Pitches

  • 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
Journalists Prefer E-mail/Online Pitches

  • 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
Pitching a Story Pitches

  • 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
Making The Pitch a Strike Pitches

  • 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
E-mail and Phone Pitches 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