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

Media Kit Elements  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

Electronic Media Kits  Cost-effective today to distribute media kit information via CDs, 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 /Online  Seventy percent of surveyed journalists said they prefer to receive information via electronic communications such as and the web due to: Ease of storage and filing Ease of storage and filing Easy to forward material to others Easy to forward material to others Faster access to company PR contacts Faster access to company PR contacts Elimination of newsroom clutter 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 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 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

and Phone Pitches  Subject line very important with ed 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