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Chapter 6

Posted in Reading Notes by Maggie on June 12, 2010

This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox

Chapter 6 Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Here are several key terms that are important found in this chapter:

  • Fact sheets– one page background sheets about an event , a product, or an organization.
  • Media kit (press kit)– kit containing materials like news releases, fact sheets and photos.
  • Media advisories (media alert)- used to let assignment editors know about a newsworthy event or interview opportunity that could be helpful for photo or video coverage.
  • Pitch effective memos and e-mails that are meant to persuade reporters and editors to cover a product, service or event.

In order to pitch a story effectively, it is important to:

  • Research the publication that is being sought. Pitches are not meant to be “one size fits all”, pitches must be customized individually to an organizations.
  • Prepare the pitch appropriately according to who and where it’s going.
  • Keep it short! “The first rule of a pitch is brevity” (page 156).
  • Use succinct sharp wording for effective sentences.
  • Have an enticing lead to attract editors and ‘gatekeepers’.
  • Follow up! It is always important to follow up after sending pitches to media outlet editors. Whether by phone, email or mail, an effective follow up can make or break chances of a successful pitch.

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