🫧Intro to Public Relations Unit 6 – Writing for PR: Press Releases and Media Kits

Key Concepts

• Press releases are official statements delivered to media outlets to generate news coverage
• Media kits are comprehensive packages of information designed to provide journalists with everything they need to write a story
• Newsworthiness determines whether a story is interesting and relevant enough to be covered by media outlets
• Inverted pyramid style structures press releases with the most important information at the beginning and less crucial details toward the end
• Boilerplate is a standardized paragraph at the end of a press release that provides background information about the organization
• Embargo is a request not to publish the information until a specified date and time
• Distribution channels include newswires, email pitches, and online press rooms

Anatomy of a Press Release

• Headline grabs the reader's attention and summarizes the main point of the release in a concise and compelling manner
• Dateline includes the city, state, and date of the release
• Lead paragraph answers the who, what, when, where, and why of the story and entices the reader to continue reading
• Body paragraphs provide additional details, quotes, and supporting information
  • Quotes from key stakeholders add credibility and a human element to the story
  • Supporting information can include statistics, research findings, or background information
• Boilerplate appears at the end of the release and provides a brief overview of the organization
• Contact information includes the name, phone number, and email address of the person media can reach out to for more information

Writing Effective Press Releases

• Write in a clear, concise, and objective tone, avoiding jargon and promotional language
• Use active voice and strong verbs to make the writing more engaging and impactful
• Keep paragraphs short (usually no more than 3-4 sentences) and use bullet points when appropriate to improve readability
• Include relevant keywords and phrases to optimize the release for search engines
• Incorporate multimedia elements (images, videos, infographics) to enhance the story and increase engagement
  • Ensure all multimedia elements are high-quality and properly formatted
  • Include captions and alt text for accessibility
• Proofread carefully to eliminate any errors in grammar, spelling, or formatting

Media Kit Components

• Press release serves as the centerpiece of the media kit and provides the main story or announcement
• Fact sheet offers quick, bullet-pointed information about the organization, product, or event
• Biography profiles the key individuals involved in the story, such as executives or spokespeople
• Images include high-resolution photos, logos, and other visual assets that journalists can use in their stories
  • Provide captions and photo credits for all images
  • Offer images in multiple formats (JPEG, PNG) and sizes to accommodate different media needs
• Videos can include interviews, product demonstrations, or event footage to add depth to the story
• Background information provides additional context about the organization or industry

Creating Compelling Media Kits

• Tailor the content to the specific audience and media outlet you are targeting
• Use a consistent design and branding throughout all elements of the media kit
• Organize the components in a logical and easy-to-navigate manner
• Include a table of contents and clearly label each section for quick reference
• Provide both print-ready and digital versions of the media kit
  • Print-ready files should be high-resolution PDFs
  • Digital files can be shared via a downloadable link or online press room
• Regularly update the media kit with new information and assets as needed

Distribution Strategies

• Identify relevant media outlets and journalists who cover your industry or topic
• Develop targeted media lists based on geography, audience, and subject matter
• Utilize newswires (Business Wire, PR Newswire) to distribute press releases to a wide range of media outlets
• Send personalized email pitches to journalists, highlighting the relevance of your story to their beat or audience
• Post the press release and media kit on your organization's website and social media channels
• Follow up with journalists to ensure they received the materials and offer additional information or interviews
  • Be respectful of journalists' time and deadlines
  • Provide value and build relationships, rather than simply pushing for coverage

Measuring Success

• Track media coverage generated by the press release and media kit, including the number of articles, interviews, and mentions
• Analyze the reach and audience of the coverage, considering factors such as circulation, unique visitors, and social media shares
• Measure the impact of the coverage on key metrics, such as website traffic, sales, or brand awareness
• Conduct sentiment analysis to gauge the tone and perception of the coverage
• Identify any gaps or opportunities for improvement in future PR efforts
  • Adjust your strategy based on what worked well and what didn't
  • Seek feedback from journalists and stakeholders to refine your approach

Real-World Examples

• Apple's iPhone launch media kits include press releases, product specifications, high-resolution images, and executive bios to generate buzz and coverage
• The World Wildlife Fund's Earth Hour campaign provides media kits with event details, participant stories, and eco-friendly tips to raise awareness about climate change
• Charity: water's media kits feature compelling stories, infographics, and videos that showcase the impact of their clean water projects and inspire media coverage
• The Cannes Film Festival distributes comprehensive media kits with film descriptions, director profiles, and red carpet photos to attract global entertainment coverage