1. Media Kits, Fact Sheets, Media Alerts and Pitch Letters

2. What’s a Media Kit? Media kit vs. press kit
Plan the purpose of your media kit
Who’s going to use it and what do they need?
Forms of media kits:
Hard copy
CD/DVD
Web (Coke, Microsoft, Chick-fil-A)
Media kit vs. press kit - Same thing, only media kit is for more than just newspapers
Today, most journalists prefer digital versions of press releases, photos, etc. It makes it easier for them to copy and paste information and upload pictures into proper articles and files.
99% of journalists think an organization should have an online newsroom
Advantages of using the Web for a press kit:
You can offer more information
You can update information more quickly
You can update information for less money than printing new media kits

3. What’s in a Media Kit? Letter describing kit’s purpose Fact sheet
About us
Annual report
Biographical information
Board of directors information
Calendar of events
Profile or backgrounder
SEC filings
Community service programs
Contact information
Downloadable logos and photos
FAQs
Financial information
Historical facts
Position papers
Hard copies of organization’s newsletter

4. Fact Sheets Quick, easy access, bulleted format
Use headings and subheadings
Presents fundamental facts about the organization, product, event
You may need different fact sheets for different purposes
Give information about the organization

5. Types of Fact Sheets Standard fact sheet includes:
Officers
Office addresses and contact info
Description of organization
Single sheet
McDonald’s fact sheet
Historical fact sheet includes:
Timeline of important events for organization
Facebook Timeline
Here are some examples . . .

6. Types of Fact Sheets Special event fact sheet includes: More examples:
Information about event
Information about sponsors
Information about special guests, performers or attendees
Schedule of events
More examples:
White House fact sheet on space policy
WHO fact sheet on cancer
Facebook fact sheet
Here are some examples . . .

7. About Us Provides a summary or overview of the organization
Can include mission statement
Can include key statements about principles of the organization
Examples: McDonald’s, Google
Here are some examples. . .

8. Biographical Information
Short bios of all important officers of the organization
Head shots of officers
Have digital photo files available
Examples: Delta, Disney
Here are some examples . . .

9. Position Papers and Organization Backgrounder
Position papers: papers the organization has prepared on certain subjects, sometimes called “white papers”
(Example: American Dietetic Association)
Backgrounder: tells about the character of the organization and the nature of what it does, including Board members and corporate code of ethics
(Example: Hershey’s)

10. Different Media Kits for Different Purposes
Media kits for special events include:
Basic fact sheet about the event
Historical fact sheet about the event
Program or schedule of events
List of all significant participants and sponsors
Bios of all significant leaders and attendees
News story/press release
Feature story
Photos, video B roll
Also have special media kits for:
News conferences
Crises

11. Digital Media Kits Tips for making a good digital media kit:
Make it interactive with lots of info
Make it user-friendly with easy-to-use interface, simple navigation
Make images easy to access and download in multiple formats
Update periodically
Give it a snazzy cover or front page
Can be on CD, flash drive and/or online

12. Media Alerts Media Alerts: Example: American Kennel Club, Microsoft
An invitation for the media
One page
Less detailed than a press release (no quotes or non-essential info)
Just the nuts and bolts of the event (Who, What, When, Where, Why)
Include key information like admission fees, special guests, give-aways, etc.
Example: American Kennel Club, Microsoft
A media alert is an invitation to the press to cover or attend an upcoming event

13. Media Pitches Distribute first: Then . . . sell your story!
PR Newswire
Business Wire
Pitchengine
Then sell your story!
Can be an , phone call, letter, fax
Media directories can tell you how a reporter prefers to be contacted.
Pitch engine – social media press release and distribution service

14. Media Pitches Keys to a successful pitch:
Know the publication you’re pitching
Target each pitch for each outlet
Follow up via phone, mail or
Make your letter stand out – catchy headline, underline important facts, use bullets
Open with an intriguing intro, have a good hook
Acknowledge in some way that you are familiar with the journalist’s previous work.
Contain specific, targeted story angles for each publication.

15. Media Pitches Keys to a successful pitch:
Say specifically why you are pitching them and they should be interested
Say specifically why their readers would be interested
Keep it brief
Include a call to action – ask them to call you, meet with you or you
Check editorial calendars

16. Many thanks for taking a look. All best wishes,
Hi, John –
Halo Technologies is getting ready to launch another ultraviolet vacuum that is the world’s only germ killing vacuum.  Yes, you read that right.  This vacuum aims to make paranoid germaphobes not flee your home at the site of your carpet, which typically contains 100,000 dust mites per square yard.
Halo Technologies uses ultraviolet light to kill mold, dust mites, germs, viruses (including the flu), bacteria and other creepy-crawlers lurking in your carpet and mattresses – all without the use of chemicals.  It’s like a weapon of mass microscopic destruction.  Fortunately, it will not disrupt your family or pets, because (a) you aren’t microscopic, and (b) if you tilt back the vacuum, it automatically turns the UV light off.
If you are interested in previewing a sample or would like more information – let me know. 
In the meantime, please visit for additional information on the company and existing product that is sold on their web site.
Many thanks for taking a look.
All best wishes,
Here are some sample pitch letters
Contain specific, targeted story angles for each publication.

17. Dear XXX:
It’s time to dust off the grill and spice up your BBQ toolkit with Taylor’s Weekend Warrior collection, designed to help backyard chefs win the battle over charred steaks and the fight against salmonella.
Featuring a sturdy stainless steel design, the Weekend Warrior line includes seven thermometers and one timer, all featuring extra large dials and blue backlit displays for easy reading – even in the dark! The Weekend Warrior products ensure all foods will be grilled safely and to perfection every time.
As you begin writing your summer entertaining stories, I hope you’ll be able to include these great grilling tools that are available at Lowe’s, Publix, Fred Meyer and Amazon.com. Please call me at if you would like to preview other products, need high-resolution images or have any questions.
Best,
XXXX

18. Thanks, Ari – have a good one, XXX
Hi Ari –
I don’t want to waste any of your time so I’ll get straight to the point: I’d like to send you a bottle or two of wine from the Rioja region of Spain. I work with the Vibrant Rioja campaign ( and our goal is to increase awareness of these wines among Gen X/Y men and women in the United States.
Why are we focusing on this demographic? Besides being pretty foolproof (there are four main varieties), the wines are incredibly affordable ($8-$30 a bottle) and are ready to drink at the point of purchase – no need to have them sit around and “age”. And, you can buy them almost anywhere, especially in Chicago! Of course, I could go on and on about the wines and the region, but before I go into all that, I wanted to see if I could send you some to try. No point in telling you all about Rioja wines if you haven’t had the chance to try any yourself!
Based on what I have read on Wingman Daily, I think (hope!) you might have some fun trying these wines. Just let me know where I can send them and I’ll ship some bottles over to you.
Thanks, Ari – have a good one,
XXX
Here are some sample pitch letters
Contain specific, targeted story angles for each publication.

19. Dear XXX,
For most consumers, New Years resolutions include losing weight and getting in shape. But, nearly 80% of Americans fail within the first month to keep their resolution. How can individuals avoid becoming another statistic? It’s easy – by knowing their statistics. Trying to drop a few pounds or tone up those flabby abs is only one part of the equation. Knowing what you’re made of is the other, and more important, part. This is where HoMedics, the industry leader in health and wellness products, helps empower consumers to take control of their overall health and well being.
HoMedics’ state-of-the-art HealthStation™ body composition scanners feature KnowledgeBook™ technology, which allows consumers to take a precise measure of their total body fitness. These analyzers calculate body weight, body fat, water hydration, muscle mass, body mass index and basal metabolic rate and offer a Calorie Predictor™ that customizes daily calorie intake to help create a weight loss plan or maintain present weight.
HoMedics HealthStations range in price from $39.99 – $ Accurate to 0.1%, all five models simplify an individual’s data with status graphs and have memory settings that allow multiple users to monitor individual progress. One scale will help a whole family build better bodies. It’s time for consumers to let go of the love/hate relationship with their bathroom scale and place their feet in the right direction.
I’m happy to provide additional product information, high-resolution images, samples and/or an interview with a spokesperson regarding the growing trend. I look forward to hearing from you. Thanks.
XXX
Here are some sample pitch letters
Contain specific, targeted story angles for each publication.

20. Hi, [name],
I work for RAINN in DC. We run the National Sexual Assault Hotline and are the nation’s largest anti-sexual assault organization. I wanted to let you know that I'll be in New York on Friday, October 13th. I'd love to meet up with you to discuss RAINN and how we can work together on story ideas, etc. Your readers are a very important audience for us when it comes to sexual assault awareness.
Recently, we started a Speakers Bureau to help educate the public on this issue.  The Speakers Bureau is comprised of survivors of sexual assault – most of them women – who want to speak about their experience so that others can better understand the trauma of sexual violence.  Stories about rape appear daily in newspapers and television news shows across the country, but hearing from someone who has experienced it firsthand ­– hearing of the terror during the assault, the struggles after including depression, anxiety and often unhealthy coping behaviors, and then the ultimate triumph over the ordeal ­– would make a real impact on your readers, helping them to better understand the problem of violence against women. Do you have a little time that day? We can be flexible. If you're not available, let me know if there is someone else I can contact. Thanks in advance... XXX
Here are some sample pitch letters
Contain specific, targeted story angles for each publication.

21. Alternatives to Sending a Press Release
Social media release
Blogger briefing
YouTube video
Blog post
Twitter “chat tour”
Send a tweet
Social media release. A SMR is the 2.0 version of the traditional press release, featuring links, video, photos, and social media integration. You can use Pitchengine or Prnewswire to create these releases. This can be an especially helpful tool if you have news that matters to the general public. The social sharing that’s built into social media releases helps news spread far and wide.
Blogger briefing. Think of blogger briefings as the next iteration of the press conference. When you have major news to share, consider organizing a conference call or video meeting to share the facts with bloggers (and even traditional reporters).
YouTube video. Got a message from your CEO? You don’t have to cross your fingers and hope the local newspaper runs a statement. Instead, shoot a video, post it on YouTube, and share it on your blog, in your e-newsletter, and on Twitter and Facebook. You could even send the link to your local media. Many newspapers are embedding multi-media along with stories, so help a reporter out by providing some audio/visual.
Blog post. Got an announcement to make? Blog it. Simple and effective—as long as your blog is read by the people you’re trying to reach with your news.
Twitter “chat” tour. Appear as a guest on several industry Twitter chats. Shared your expertise with new audiences while introducing your services to potential clients/publics. There are 200+ Twitter chats, so finding one that aligns with your product/service shouldn’t be too hard. Just remember, Twitter chats are not appropriate places for a hard sell.
Send a tweet: Bypassing traditional media, celebrities have used Twitter to announce breakups, pregnancies and other “news.” Companies, too, are turning 140-character messages to share news and announcements with their network. Again, this is only a viable option if you’ve built a strong network ahead of time.