Chapter 8

Media kits, media pitches, backgrounders
 
1. Media Kits

from all paper to all online to flash drives and other devices

designed for the news media

if all online - online newsrooms - a website/webpage that contains distributable info about an organization

elements of an online newsroom (p. 153)
 
physical copies are still needed
need a "shell" - a container for the media kit resources

usually a folder with the name and logo of the organization
 
the key to a successful (useful) media kit

asking - who is going to use them and what are they likely to need
 
can be used for the company in general
for special events
for news conferences
for promotions/sales
for combating a crisis
and more!
 
Coca Cola
 
2. Media pitches
news organizations are always looking for stories
PR writers should take the initiative to propose stories (selling them on an idea for a story)
the problem - news organizations receive lots of pitches!
 
How does my pitch stand out?

figure out how best to contact the news outlet/reporter

email is by far the preferred first step

must show them how the story is of interest to THEIR audience

you will hear "no" alot!

pitches are usually a process (multiple contacts)

some pitches are easier to make than others (ex. your organization hosting a fundraiser for breast cancer awareness vs. your organization launching a new product)
 
p. 167 Table 8.2
 
key is targeting
know who you are pitching to (what outlets/reporters might be most receptive)
do your homework, do certain outlets/reporters tend to favor certain types of stories
pitch the story, not the organization
be respectful
be clear, concise and to the point
be honest
 
3. Backgrounders

providing in-depth information (usually history and facts) that news media can use to write the story
 
anticipate/prepare

backgrounders can often be done well in advance and kept on file

ex. Red Cross
 
ex. p. 171-172
 
A backgrounder should include:
1. Background!

helpful info on the topic (often historical/factual/biographical)
2. Current situation
3. Implications/Importance/Significance
4. Documentation

cite your sources!
 
 
Assignment
Bethel is planning on hosting a retirement celebration for Jay Barnes
Info

Saturday, May 16th
Includes

open to the public (tickets are neeed but are free, students/faculty/staff do not need tickets)

a picnic lunch

a formal dinner (tickets required, not free)

a guest speaker - Rev. Franklin Graham

a guest concert - Steven Curtis Chapman

guest tours

meet and greet with Jay at the front entrance in the morning, photo ops throughout the day
 
Media pitch - tell me who (outlet/reporter) you would pitch this as a story to (and why you choose them) and tell me what the angle is to the story
Backgrounder - write a backgrounder that tells about Jay Barnes career, any Bethel history that might be relevant, info on the guest speaker/band, the tradition of Bethel presidents greeting at the main entrance, and anything else you might think is relevant
 
 

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