PR Writing: Media Kits

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PR Writing Media Kits

• March 14, 2005

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P.R.O.B.L.E.M.S. Plan

• There are many formats to help you think
  strategically through a case or situation and
  plan your campaign.
• ROPE (research, objectives, planning and
  evaluation)
• RACE
• PRAISE
• Smiths 9-step system you may encounter in
  strategy class.
• The word PROBLEMS is another way of think through
  a case study or campaign plan.

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P-R-

• PROJECT State the project or problem in 10 or 12
  words. Be succinct. State the essence of the
  situation. Think in terms of a headline.
• RESEARCH What type of research is needed? What
  is already known about the subject? What else do
  we need to know? Where and how can we find the
  kinds of data we need? What will it cost?

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O-

• OBJECTIVES What have we been asked to do? What
  do we hope to accomplish? What are the goals?
• Objectives should be measurable, specific and
  time-definite.
• You should be able to measure them by time, by
  numbers, by percentages, by improvements, etc.
• Example We expect to do what by date with a
  percent improvement (or decrease).

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B-

• BASIC PLAN Detail the various approaches,
  methods, strategies you plan to use to solve the
  problem.
• What message will you create for various
  audiences?
• How will these messages be delivered and how will
  you monitor and test results?
• What resources will you need?
• Develop a budget including major consideration
  and costs.

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L-E-

• LIST. List each of the audiences you hope to
  reach and the media or methods you will use to
  reach them.
• primary audiences and other secondary audiences.
• EXECUTE Answer the questions of how, when and
  where you plan to put your program into action.
  Create a timetable and schedule of events.

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M-S

• MEASURE How will you measure your success? What
  will you set up to test how well you met your
  stated goals and objectives? How will you report
  your results?
• STEWARDSHIP Public relations deals with building
  on-going relationships. In this section detail
  how you would maintain relationships with the
  publics you reached in this campaign?

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Media Kits

• Media kits a pocket folder containing
  information for print and/or broadcast media
• Note no longer press kits because of the
  variety of uses and media outlets beyond the
  newspapers (printed press)
• Contents vary by use
• Hard copy still more common than CD-ROM just
  make it available if requested

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Types of media kits

• Basic organization media kit
• Special events
• A. preliminary why the event deserves their
  attention, how to get passes etc., information on
  the surrounding area
• B. on-site who to contact, daily information
• News conferences
• Crises

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The tools

• Fact sheet
• Historical fact sheet
• Biographical information
• Backgrounder
• Position papers
• Serial publications
• Page of selected quotes, facts, or statistics
• Cover letter
• Source directory/contact list
• Annual report

• Program of events or schedule
• Participant list
• Visual materials e.g. B/W photos, headshots
• News release (story)
• Feature release
• Partner information (cooperating organizations)
• Description of orgs facilities
• Speech or statement transcript

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In-class assignment

• PROBLEMS plan
• Media kit outline
• Use the questions on p. 301 (Table 25.1)

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For next lesson

• A small section of a speech that uses good
  descriptive writing creates an image for you
• Start drafting your PROBLEMS plan for the client
  communication plan assignment. The draft will be
  due next Monday