The 9th May Incident in Pakistan A Turning Point in History.pptx
Create a media kit
1. Create a Media Kit
Writing for PR and Advertising
Fall, 2017
John L. Couper
2. Review
• “Publicity” is PR to increase audience awareness
– Flyers, events, ads, but especially media coverage
• The two main kinds: paid and unpaid (free coverage)
– Paid offers lots of control, but at a high cost
– Unpaid loses control of timing and message, but gains media
credibility and helps budget
• A Campaign has two targets: editors and audiences
• A Media Campaign tries to get maximum exposure in media
– The central “output” element of a media campaign is the
press kit
– Example: https://www.duaneeubanks.com/about
3. How a media/press) kit gets publicity
1. Takes advantage of journalistic pressure/laziness with packages
• Variety of information to suit most editors and reporters
• Including photos, videos, interviews, audio, samples
• Depth of information to encourage longer stories
• Kinds of information for various types of stories
2. With Engaging/well-written/journalistic content (often on one
event)
• Hoping for direct use of all or most of the writing
• Highly appealing and relevant to the target audience
3. By offering the kit in a sociable setting (party, visit, etc.)
4. By “solving journalist problems” of deadlines and content
5. By having relationships of collaboration
4. Media kit goals A
1. Put all materials in one convenient package
* consistent style that fits the client’s brand
* attractive and professional images, etc.
2. Can be a separate area/page on a website, or its
specialized site with links
3. Encourage direct “copy and paste” use
• Already targeting their audience in style, length, etc.
5. Media kit goals B
4. Help journalists meet their deadline with “canned”
materials
5. Impressive professionalism, uniqueness and impact
6. Encourage a mutually-helpful relationship
7. Outshine the competition
6. Media kit contents should
1. Reflect the client, and specific
product/service/group/activity
2. Reflect current conditions
e.g., a PR crisis or opportunity
3. Reflect the targeted media
mostly media used by target audience/public
4. Practical/realistic for distribution
5. Target the ultimate audience (readers, B2B, lawmakers)
7. Typical parts of a media/press kit
1. Press release on the event etc.
* List of contents if large
2. Organization Factoids
• Value, mission, success, history, team, contact info, target audience
description
3. Printable content
• Logo and tagline/slogan, bio, history, FAQs, testimonials, services/products,
business card, charts/stats, team
3. Digital content
* photos in main formats, video in main formats, animations,
graphs etc.
4. Sales information for ad placement (pricing, audience size, etc.)
5. Samples/examples
