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PR Writing: Media Kits

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Think in terms of a headline. RESEARCH: What type of research is needed? ... Visual materials: e.g. B/W photos, headshots. News release (story) Feature release ... – PowerPoint PPT presentation

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Title: PR Writing: Media Kits


1
PR Writing Media Kits
  • March 14, 2005

2
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.

3
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?

4
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).

5
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.

6
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.

7
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?

8
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

9
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

10
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

11
In-class assignment
  • PROBLEMS plan
  • Media kit outline
  • Use the questions on p. 301 (Table 25.1)

12
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
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