7.2 Developing effective press releases and media kits

Press releases and media kits are crucial tools for getting your message out to the public. They help you control the narrative and provide journalists with the info they need to cover your story. But crafting these materials isn't easy - you need to nail the structure, content, and timing.

When writing a press release, use the inverted pyramid style and include a catchy headline. For media kits, include fact sheets, bios, and high-res images. Distribute your materials strategically through wire services and direct outreach. And always consider timing - embargoes can be useful, but make sure everyone's on the same page.

Press Release Writing

Press Release Structure and Style

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• Inverted pyramid style organizes information from most to least important
• Headline grabs attention and summarizes the main news point concisely
• Lead paragraph answers who, what, when, where, why, and how
• Body paragraphs provide supporting details, quotes, and context
• Boilerplate includes standard company information at the end
• Date and location appear at the beginning of the release
• Contact information lists media relations representative for follow-up

Crafting Effective Headlines

• Headlines should be clear, concise, and compelling
• Use active voice and strong verbs to convey action
• Include keywords relevant to the news topic
• Avoid jargon, clichés, or overly sensational language
• Keep headlines under 10 words when possible
• Use subheadings to provide additional context if needed
• A/B test different headline versions to determine most effective

Key Components and Best Practices

• Include a newsworthy angle or hook to capture media interest
• Incorporate relevant quotes from company leadership or experts
• Use short paragraphs and bullet points for easy scanning
• Stick to one page in length whenever possible
• Proofread carefully for errors and clarity
• Include multimedia elements (images, videos) when relevant
• End with ### to signify the end of the release

Media Kit Components

Essential Elements of a Media Kit

• Fact sheets provide quick reference information about the company, product, or event
• Backgrounders offer in-depth historical context and industry information
• Bios highlight key personnel and their relevant experience
• Press releases on recent news or announcements
• High-resolution images and logos for media use
• Product samples or demo access (when applicable)
• Contact information for media inquiries

Creating Effective Fact Sheets and Backgrounders

• Fact sheets use bullet points to present key statistics and information
• Organize fact sheets by topic for easy reference (company overview, product specs, market data)
• Backgrounders provide narrative context on company history, industry trends, or complex topics
• Use clear headings and subheadings to structure backgrounder content
• Include relevant data, statistics, and sources to support claims
• Update fact sheets and backgrounders regularly to ensure accuracy

Crafting Compelling Bios

• Focus on relevant experience and accomplishments related to current role
• Start with current position and work backwards chronologically
• Include education, awards, and notable achievements
• Highlight expertise and thought leadership in the industry
• Keep bios concise, typically 200-300 words for executives
• Include a professional headshot with each bio
• Tailor bio length and content for different purposes (website, speaking engagements, press releases)

Distribution and Timing

Press Release Distribution Strategies

• Wire services (PR Newswire, Business Wire) distribute to wide network of media outlets
• Direct email to targeted journalist list based on beat and previous coverage
• Post on company website and social media channels
• Use online newsrooms or media centers to house all press materials
• Consider paid promotion or sponsored content for increased visibility
• Leverage industry-specific distribution channels or trade publications
• Follow up with key media contacts to ensure receipt and offer additional information

Timing and Embargo Considerations

• Embargo allows sharing information with media before public release
• Clearly state embargo date and time at the top of the release
• Ensure all recipients agree to honor the embargo before sharing
• Time release distribution for optimal media coverage (avoid late Friday or holiday periods)
• Consider time zones when distributing to international media
• Coordinate release timing with other marketing and PR efforts
• Plan for potential leaks or early breaks of embargoed information
• Use tools like Google Trends to identify optimal timing for topic interest