Media Skills 2014: Week 8

1. Media Skills 2014!
Week 8: Media Kits, Pitch Calls & Distribution
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Dr Kane Hopkins

2. 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

3. 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)

4. 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

5. 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

6. 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

7. 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

8. 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)

9. 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).