9.3 Writing Press Releases and Media Kits
3 min read•august 8, 2024
Writing press releases and media kits is a crucial skill in public relations. These tools help organizations share news and information with journalists and the public effectively. Mastering their creation can significantly boost your PR efforts.
Press releases have a specific structure, including a catchy and an style. Media kits offer a comprehensive package of materials to support your story. Understanding these elements is key to crafting compelling communications that grab attention and convey your message clearly.
Press Release Components
Structure and Style
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- Press release is a written communication directed at the media to announce something newsworthy about a company, organization, product, or individual
- Headline grabs the reader's attention and summarizes the main point of the release in a concise, compelling way (Apple Unveils Revolutionary New iPhone)
- expands on the headline, providing the most important details of the story (who, what, when, where, and why) to quickly inform the reader
- Inverted pyramid style presents information in descending order of importance, with the most newsworthy information at the beginning and less critical details towards the end, allowing editors to easily cut content from the bottom if needed
Additional Elements
- is a standardized paragraph at the end of the press release that provides background information about the company or organization, including its mission, products, and services
- specifies the location and date the press release is being issued from, helping journalists determine the timeliness and relevance of the story (NEW YORK, April 15, 2023)
- is an angle or reason that makes the story interesting, timely, or relevant to the target audience, such as a significant event, trend, or development in the industry (New Study Reveals Alarming Increase in Cybercrime)
Media Kit Elements
Comprehensive Package
- , also known as a , is a package of promotional materials designed to provide journalists with comprehensive information about a company, product, event, or individual
- Press kit components typically include a press release, , , biography, high-resolution images, and any other relevant materials that help tell the story
Informational Materials
- Fact sheet is a concise document that lists key facts, statistics, and information about the subject of the media kit, making it easy for journalists to quickly gather essential details (Company Overview, Product Specifications)
- Backgrounder provides more in-depth information on the company, product, or event, often including history, milestones, and key achievements to give journalists a broader context for the story
- is a brief invitation to journalists, alerting them to an upcoming event, press conference, or interview opportunity and providing essential details such as date, time, location, and purpose (XYZ Company to Announce Groundbreaking Partnership at Press Conference)
Distribution and Timing
Reaching the Right Audience
- involves strategically disseminating the release to relevant media outlets, journalists, and influencers to maximize its reach and impact
- Distribution methods include email pitches, wire services (PR Newswire, Business Wire), and posting on the company's website and social media channels
- Targeting the right journalists and publications is crucial for the success of the press release, as it ensures the story reaches the most relevant and interested audience (Industry-specific trade publications, local news outlets for community-focused stories)
Strategic Timing
- is a request to journalists not to publish the information in the press release until a specified date and time, allowing for coordinated coverage and giving journalists time to prepare more comprehensive stories
- Timing the release of the press release is important for maximizing its impact and , such as aligning with relevant events, announcements, or news cycles (Launching a new product during a major industry conference)
- Considering factors such as journalist deadlines, time zones, and competing news stories can help ensure the press release receives the desired attention and coverage
Key Terms to Review (27)
Accuracy: Accuracy refers to the degree of correctness and precision in communication, ensuring that information presented is truthful and reliable. It is crucial in maintaining credibility and trust with audiences, especially when disseminating information through press releases and reports. Being accurate not only fosters positive relationships with the media but also plays a vital role in presenting results effectively to stakeholders.
Audience Reach: Audience reach refers to the total number of different people or households exposed to a particular message, campaign, or content over a specific period. It’s a critical metric in public relations as it helps gauge how far and wide information travels, impacting engagement and the overall effectiveness of communication strategies.
Audience segmentation: Audience segmentation is the process of dividing a larger audience into smaller, more defined groups based on specific characteristics or criteria. This method allows for tailored communication strategies that resonate with different segments, enhancing engagement and effectiveness. By understanding the unique needs, preferences, and behaviors of various audience segments, communicators can craft messages that are more relevant and impactful.
Backgrounder: A backgrounder is a detailed document that provides essential context and information about a specific subject, often used in public relations to help journalists understand the background behind a news story or event. This tool is crucial for ensuring that the media has access to accurate and comprehensive information, allowing them to report effectively. It can cover historical details, key statistics, and relevant facts, making it a valuable asset in crafting narratives and shaping public perception.
Boilerplate: A boilerplate is a standardized paragraph or set of text used in press releases and media kits to provide essential background information about a company or organization. This concise summary typically includes the company’s mission, vision, history, and key accomplishments, and serves as a consistent introduction in various communications. By using boilerplate text, organizations ensure that their messaging remains clear and uniform across different platforms.
Crisis press release: A crisis press release is a public statement issued by an organization during a critical situation that could negatively impact its reputation, operations, or stakeholders. This type of press release aims to provide accurate information, address concerns, and communicate the organization's response to the crisis, thereby managing public perception and media coverage. It is essential for maintaining transparency and building trust with the audience during challenging times.
Dateline: A dateline is a line of text that indicates the date and location of a news event or press release, typically appearing at the beginning of a press release. It serves as a crucial element in establishing the context for the reader, providing both temporal and geographical references that lend credibility and clarity to the information being presented. In press releases, the dateline helps journalists quickly assess the relevance and timeliness of the content.
Digital media kit: A digital media kit is a comprehensive collection of digital resources and information that showcases a brand, organization, or event to media professionals. It typically includes press releases, high-resolution images, videos, bios, and other relevant materials that make it easier for journalists to cover a story. This kit is designed to provide all necessary information in a convenient digital format, enhancing communication between the brand and the media.
Edward Bernays: Edward Bernays was a pioneering figure in public relations, often referred to as the 'father of public relations' for his innovative techniques in shaping public opinion and using media strategically. His work established the foundation for modern PR practices, emphasizing the importance of audience psychology and strategic communication.
Embargo: An embargo is a government order that restricts or prohibits trade and commercial activities with specific countries or entities, often used as a political tool to influence behavior. It can create a temporary pause on releasing information or products, which helps build anticipation among the media and the public. In practice, it plays a crucial role in shaping relationships with journalists, guiding the creation of press materials, and managing public events.
Event press release: An event press release is a formal announcement distributed to the media to inform them about an upcoming event, such as a conference, concert, or community gathering. It aims to generate media coverage and public interest, providing essential details like the date, location, purpose, and notable attendees. This type of release plays a crucial role in promoting events and ensuring they reach a broader audience through various media channels.
Fact sheet: A fact sheet is a concise, informative document that presents key information about a specific topic in a clear and straightforward manner. It typically includes essential facts, statistics, and contact details, making it a valuable tool for journalists and media professionals when crafting press releases and media kits.
Headline: A headline is a concise and attention-grabbing statement that summarizes the main point of a press release or media kit. It serves to attract the interest of journalists and readers, prompting them to read further. A well-crafted headline is critical because it can determine whether the content is noticed amidst the vast amount of information available in the media landscape.
Inverted pyramid: The inverted pyramid is a writing style commonly used in journalism and public relations where the most important information is presented at the beginning of the text, followed by supporting details and background information. This structure helps readers quickly grasp the main points, making it especially useful for press releases and media kits where clarity and immediacy are key.
Ivy Lee: Ivy Lee was a pioneering figure in public relations, known for his role in shaping modern PR practices in the early 20th century. He emphasized transparency and open communication between organizations and the public, laying the groundwork for ethical public relations practices that are still relevant today.
Lead paragraph: A lead paragraph is the opening section of a press release or media kit that provides the most critical information in a concise and engaging manner. It sets the tone for the entire document and answers the who, what, when, where, why, and how of the news being shared. An effective lead paragraph captures the reader's attention and encourages them to read further.
Media advisory: A media advisory is a brief document designed to inform journalists and media outlets about an upcoming event, providing essential details that can help them decide whether to cover it. It typically includes information such as the who, what, when, where, and why of the event, serving as a precursor to more detailed press releases. By creating interest and anticipation, media advisories play a crucial role in successfully organizing press conferences and media events.
Media impressions: Media impressions refer to the total number of times content is displayed or viewed, whether through traditional media outlets or digital platforms. This metric helps gauge the reach and visibility of public relations campaigns, providing insight into how many potential audiences have encountered a specific message. Understanding media impressions is essential for evaluating the effectiveness of communication strategies and ensuring that objectives are met.
Media kit: A media kit is a comprehensive package of promotional materials that provides information about an organization, product, or event to journalists and media outlets. It typically includes press releases, background information, high-quality images, and contact details to facilitate media coverage and support public relations efforts. A well-crafted media kit enhances the visibility of the subject and serves as a crucial tool in developing creative concepts and tactics for effective communication.
Media Relations: Media relations refers to the strategic communication process between an organization and the media, aimed at promoting and protecting the organization's image, message, and brand. It involves building relationships with journalists and media outlets to effectively disseminate information and respond to inquiries, ensuring that the organization is portrayed accurately in the media.
News hook: A news hook is an element in a press release or media kit that grabs attention and makes the story relevant or timely for the media. It connects the subject of the release to current events, trends, or public interest, encouraging journalists to cover the story. A strong news hook is essential for capturing the interest of reporters and ensuring that the release stands out in a crowded news landscape.
Newsworthiness: Newsworthiness refers to the criteria that determine the value and relevance of a news story, influencing what is reported by the media. It encompasses factors such as timeliness, significance, proximity, human interest, and conflict, shaping how stories are selected and presented. Understanding newsworthiness is essential for creating effective press releases and media kits that grab attention and resonate with audiences.
Online platforms: Online platforms are digital environments that facilitate interactions, transactions, and communications among users, businesses, and organizations. These platforms can range from social media sites and blogs to professional networking tools and content-sharing services, enabling a variety of functions such as marketing, information dissemination, and community engagement.
Press Kit: A press kit is a collection of promotional materials and information prepared for journalists and media outlets, designed to provide them with everything they need to cover a specific event, product launch, or organization. It typically includes a press release, background information, high-resolution images, and other relevant resources that help reporters craft their stories. The goal of a press kit is to facilitate media coverage by making it easy for journalists to access necessary information.
Press release distribution: Press release distribution is the process of disseminating a press release to various media outlets and other relevant channels to announce newsworthy information. This process is essential for maximizing the reach and impact of the press release, ensuring that the message reaches journalists, editors, and influencers who can help generate media coverage. It involves choosing the right distribution channels, targeting specific audiences, and leveraging technology for effective outreach.
Print media: Print media refers to traditional forms of media that distribute information through physical publications, such as newspapers, magazines, brochures, and flyers. This form of media has historically played a crucial role in public relations by providing a platform for reaching targeted audiences and conveying messages effectively through tangible formats.
Transparency: Transparency in public relations refers to the openness and honesty with which an organization communicates with its stakeholders, ensuring that information is accessible and clear. This concept is crucial as it builds trust, enhances credibility, and fosters better relationships between organizations and their audiences.