Chapter 6 Reading Notes

June 30, 2010 at 12:13 am (PRCA 3330 Reading Notes)

          Chapter 6 in our  Public Relations Writing & Media Techniques textbook deals with preparing fact sheets, advisories, media kits, and pitches. All of these are examples of basic publicity tools that are regularly prepared and distributed to encourage and facilitate media coverage.

          Fact sheets are one-page background sheets about an event, a product, or even the organization. These may be distributed with a news release or they can even be a part of a media kit. A fact sheet for an upcoming event, for example, may contain headings specifying:

  • The name of the event
  • Its sponsor
  • The location
  • The date and time
  • The purpose of the event
  • The expected attendance
  • A list of any prominent people attending
  • Any unusual aspects of the event that make it newsworthy

          A media kit, which is sometimes referred to as a press kit, can contain a vast array of materials including news releases, fact sheets, and even photographs and are often assembled to introduce new products or services and major events. Many organizations find it more cost-effective to distribute this information via CD’s, e-mail, and online newsrooms. Electronic press kits (EPK’s/e-kits) are more versatile than tradistional printed media kits because they can include multiple pieces of information in a variety of formats. 

          Media advisories 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. Making a pitch consists of writing effective memos and e-mails that will persuade reporters and editors to cover your product, service, or event.

          The chapter wraps up in discussing a proper follow up for your pitch. I think this is very important for a public relations writer to be familiar with because it is essential for developing a professional relationship with clients. Following up on a pitch that you have made to an organization shows them that you have a genuine interest in developing news with this organization.


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