Media Skills 2014!Week 8: Media Kits, Pitch Calls & Distribution !

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Dr Kane Hopkins

Media Kits

• A media kit is put together to publicise a certain event or announcement (often used in support of a media conference) — for example a significant government policy announcement, event opening or briefing

• It’s made up of a variety of items, usually centred around media release/s

Possible Media Kit Items

• Media release/s • Fact sheet/backgrounder • Feature article • Bio or profile • Calendar of events • Company newsletters• FAQs

• Brochures/annual reports

• Maps • Contact lists • Media pass • Business cards• Promotional materials

(e.g. poster, cap, pen)

Media Kits Checklist

• Items should be carefully selected and ordered • All written materials need to be uniform and consistent • The overall kit should not contain so much information that it

becomes too complicated or weighty• The overall impact must be consistent with your

organisation/client branding and marketing

Backgrounders, Fact Sheets & Profiles

• These are supporting materials for your media release/s, included in a media kit to provide extra information (e.g. an historical overview, explanation of complicated developments, timelines, facts and figures etc.)

• Ensure all additional background material is relevant to the message of the overall kit

Backgrounders, Fact Sheets + Profiles (2)

• Backgrounders cover the background to an issue or event; fact sheets are a standard reference guide (e.g. key personnel, phone numbers, key dates); profiles are about a person, their career, etc. (including photos)

• Media will use backgrounders, fact sheets and profiles to research interviews and write/produce in-depth features or current affairs

Online Media Kits

• Trend towards content going online — easy to update, less cost and wastage, ability to include more information (including photos), ability to be accessed anywhere in the world

• Online kits should be organised to take advantage of expanded format options, include contact information and be kept very up-to-date

• http://www.rugbyworldcup.com/mediazone/resources/index.html

Feature Stories

• Best pitched directly to a journalist as a ‘feature idea’ rather than through a media release

• Features are longer, more in-depth than news stories (though often related to the news agenda); they follow up or explore (often build up to angle); more descriptive writing style; more creative as can include analysis and emotion

• Also “controlled feature stories” or advertorials which are paid promotions, presented in news feature style (common in women’s magazines, real estate, motoring)

Contacting the Media

• Your written interactions with the media (e.g. media releases) are best followed up with a phone call

• Phone calls can “check” your materials were received, give opportunity for questions and help build relationships

• A follow up phone call should be brief and not made at a busy time for the journalist (check deadlines)

• A phone call is however the best approach for an urgent or crisis situation

• Don’t just turn up to see a journalist – make an appointment but only if a personal visit is deemed highly desirable (and then usually to more senior staff).