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Chapter 6 Reading Notes March 5, 2010

Filed under: PRCA 3330,Reading Notes — sarahgricius @ 11:35 AM

Chapter 6 explored several other basic publicity tools that are regularly prepared and distributed to encourage and facilitate media coverage: fact sheets, media kits, and media advisories.

-Fact sheets are one-page background sheets about an event, a product, or even the organization.

-Media kits that are also called frequently called press kit contains a variety of materials, such as news releases, fact sheets, and photos. They are often assembled for the introduction of news products/services and major events.

-Media alerts are used to let assignment editors know about a newsworthy event or an interview of opportunity that could lend itself to photo or video coverage.

To emphasize more about fact sheets, they may form the basis of a whole story a reporter, or the reporter might use just one or two of the facts provided to supplement the information in the news release. Types of fact sheets that you can write are one for an upcoming event, a one-page sheet giving key facts about an organization (also referred to a corporate profile, and a summary of a new product’s characteristics.

Media advisories are also called media alerts. The most common format uses short, bulleted items rather than long paragraphs. A typical one-page advisory might contain the following elements: a one-line headline, a brief paragraph outlining the story idea, some of the journalism’s five Ws and H, and a short paragraph telling the reporter who to contact for more information or make arrangements. Media alerts are used to announce the time and location of a scheduled news conference; it also lets reporters and editors know about an interview opportunity.

Media kits also called press 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, biographical material on the spokesperson or senior executive, and some basic brochures. All materials should be clearly identified; its also important to prominently display contact information, such as e-mail addresses, phone numbers, and website addresses.

Electronic media kits are also know as EPKs or e-kits and are more versatile than traditional printed kits, because they can include multiple pieces of information in a variety of formats (text, video, photo, audio, animation, etc.). All this gives the journalists much more flexibility and choice than the traditional printed kit.

Publicists spend a lot of time and energy preparing materials such as news releases, fact sheets, and even media kits. These efforts, however, don’t amount to much unless they can convince and editor or reporter that a particular story is newsworthy and relevant to readers or viewers. A good pitch has three phases: (1) researching the publication or broadcast show, (2) writing the e-mail or letter and making the call, and (3) following-up


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