[nfbmi-talk] FW: [stylist] Media Kit PDF

[Fred wurtzel]

hello,

Joe, I know you have a lot of experience with this kind of stuff.  We really
need a person or group in our affilliate who are interested in PR.  Here is
a post from the writers list which contains the basics.  

We need to kick up our media a notch, including pitching our story to some
reporters until we find one, any one, anywhere, who will take our story
seriously and keep on it for a sustained period of time.  With print
journalism being in such a depression as it is, it may be hard to find such
a person.  I know joe and Cheryl both have vast experience in this area.  I
do not necessarily suggest that one of them take this on, I am simply
pointing out that we have high-level expertise in our blindness community
here in Michigan.  

I hope you find this of interest, as I did.

Warmest Regards,

Fred

-----Original Message-----
From: stylist-bounces at nfbnet.org [mailto:stylist-bounces at nfbnet.org] On
Behalf Of Susan Tabor
Sent: Sunday, September 25, 2011 8:57 PM
To: 'Writer's Division Mailing List'
Subject: Re: [stylist] Media Kit PDF

Good stuff, Bridgit! Thanks for sharing it!
Susan

-----Original Message-----
From: stylist-bounces at nfbnet.org [mailto:stylist-bounces at nfbnet.org] On
Behalf Of Bridgit Pollpeter
Sent: Sunday, September 25, 2011 5:46 PM
To: stylist at nfbnet.org
Subject: [stylist] Media Kit PDF

To simplify this process, I found a PDF for my final media kit project for
my final public relations writing class. Media kits are various info-based
documents  compiled to be distributed to media outlets that cover a story or
event a person/group does. I'm attaching the pdf to this message. I know
attachments don't always work in Stylist, so if it doesn't, and you want the
attachment, just email me off list and I can send it. I received an A on
this project, and my instruct has more than
25 years practical experience working in PR and media relations and more
than 15 years teaching it, if that matters to anyone. Included in the PDF
are:

Media kit cover letter
Backgrounder
Fact sheet
News release
Feature story
Brochure
Talk points
Radio PSA
I created and wrote each of these on my own including the brochure and
letter head each document is in. I also have individual copies of each
document if anyone wishes an individual one. These were originally created
as MS Word docs.

I'm also pasting the media kit assignment I was given. It's purpose was to
help my class go through the criteria, and since I can't find a handout on
media kits themselves, this will at least provide some info on what a media
kit is and what should be included in the kit.

You will compile a media kit as your final project. Worth 200 points, the
kit replaces the final exam. First select a non-profit organization, civic
group, arts group, church or athletic association as the focus of your media
kit. You might choose the American Lung Foundation, for instance, or the UNO
baseball team. You could also select a campus organization.  If you have
trouble selecting something, please consult with me. 

Each media kit will feature the writing elements we've worked on this
semester. This is a good chance to showcase your talent, creativity and
mastery of PR writing. However, it is not something you can throw together
the night before it's due. Each element in your media kit should be labeled
so that an editor doesn't need to guess what he or she is reading. 

List yourself as the PR contact on each assignment. You should determine
release dates and start and kill dates based upon the information you are
conveying. Unless indicated otherwise, use 12-point type. Your media kit
should contain the following:

Folder with Cover (10)
Use a two-pocked folder in a heavy weight paper. Avoid plastic or shiny
folders - they don't work well because they pick up fingerprints. The name,
logo, address and phone number of your group must be included on the cover
of your folder so that an editor can easily identify your organization.
Remember that your cover makes the first impression, so it should be
attractive and professional looking. 

However, I realize you all have varying levels of design experience. And
since this is a writing course, I am more concerned with what is inside your
folder. Arrange all your information in this folder. The first element an
editor should see is the cover letter in the right-hand pocket. All elements
must be put on the organization's letterhead except for creative elements
such as the brochure, posters or fliers. However, they should include the
logo.

Cover letter (10)

Write your cover letter in a business format and your letterhead. Keep your
letter to a single page. Write a strong opening hook then immediately move
to the main point. Remember that you are trying to garner news coverage for
your organization so highlight details that appeal to the news values
editors look for. 

Your cover letter acts as a table of contents. It is a standard business
letter addressed to a specific person at a specific media outlet such as the
Omaha World-Herald. Single space and limit your letter to just one page.
List yourself as PR director, along with your phone number. You should also
sign the letter. After briefly stating the purpose of your letter and a
description of your organization, list each specific element in your kit. 

Fact sheet (10)
Make sure your fact sheet looks clean and is easy to read. If you don't have
many facts (less than a page) increase your font size to use the entire
page. Your fact sheet should appear on the letterhead of your organization
and should be one page long. Use bullets or short, concise sentences rather
than putting facts in paragraph form. Make sure your facts are indeed facts.
Avoid any statements of opinion. 

Backgrounder (15)
Backgrounders shouldn't be lengthy because your recipient's time is
valuable. Every piece of information in your backgrounder should be
important. Your backgrounder should be at least a page and a half.
(Backgrounders run from two to four pages, depending on the topic.) Use
subheads to break up copy and write in a clear, concise manner. Print your
backgrounder on letterhead. Keep in mind that this is information that will
help an editor better understand an organization or an issue. 

News Release (15)
Select a newsworthy event to publicize via a news release. Consult with your
organization's contact person to choose the focus for the news release.
Write a strong summary news lead and capture the important who, what, where,
when and why elements in the body of your release. Write a full sentence
headline that uses a present tense action verb. Follow AP style. Use
letterhead and follow the format for a press release. Again, you are the
contact for more information.

PSA (15)
You may write either a radio or a TV PSA. You do not need to write both.
You may also select the time of your PSA - it can be up to 30 seconds.
Make sure your PSA is timed exactly and indicate whether it's for radio or
TV. Keep your writing short and to the point, remembering to appeal to the
emotions of listeners. These are persuasive messages and your last line
should be a call to action. Print your PSA on letterhead. Use 14-point type
for this element of the kit only.

Feature Story (50)
Write a feature story based on some aspect of your organization that you
think people are interested in knowing about. You may write a personality
profile about an interesting individual or feature a specific program or
event. For instance, if you selected the Henry Doorly Zoo as your
organization, you could write a feature about a new acquisition. Whatever
you select, you must draw the reader into the story and keep him or her
interested. You must interview at least one person for this story so that
you can incorporate direct quotes. Your story should be at least two pages
long and written on letterhead. You should write a feature lead and provide
readers with a mix of facts, anecdotes and quotes. Keep your writing lively
and descriptive, using the facts and quotes to convey a clear purpose and
theme. 

Brochure (50)
Design and create a brochure that incorporates the organization's mission
statement and goals. This element should have a specific purpose such as to
recruit volunteers or raise money. Consistency in font size, clarity and
conciseness in text and balance in design are important elements. 

Other Elements: (Choose 2)
 
Options: Flier/poster/program/ad/photo spread/bios/Facebook status
updates/talking points/web story (25)

Your kit should show consistency in design elements appropriate to your
organization. In all elements, you will be judged most heavily on accuracy
of writing. Overall unity in theme and creativity are also very important. 

Additional information and hints

Get started early by selecting an appropriate organization. Select a
non-profit group or a student entity that has a large enough membership and
enough diverse activities for you to write about. For example, if you select
a church, make sure it has a unique program or an unusual or inspiring
minister so that you have interesting material for a feature story. You'll
also need enough information for a PSA, fact sheet and backgrounder. 

Once you've selected your organization, contact the public relations
director or an executive staff member and set up an appointment to meet in
person or conduct a telephone conference. Fully explain who you are and what
you are doing. Most organizations will be more than happy to help once they
understand what you need. Your contact person can also assist you in
arranging sources to interview for your feature story and photo
opportunities. 

Your 5-minute Power Point presentations begin Tuesday, May 3 and continue on
Thursday, May 5

If you are having problems with your media kit, whether it's getting an
interview with someone, or coming up with ideas for a PSA, make an
appointment to see me or e-mail so I can help you come up with other ideas.
I can also answer questions regarding the writing and format of the media
kit. Do not wait until the day before the kit is due to tell me you couldn't
do a feature story because your source wasn't available.
If I know about your problems in advance, we can solve them together. 

Each element of your kit is worth a certain number of points. If you do not
do one of the elements, you will lose those points. Using the proper format
for each piece of writing is imperative. Don't forget to use AP style on all
news elements. 

Sincerely,
Bridgit Kuenning-Pollpeter
Read my blog at:
http://blogs.livewellnebraska.com/author/bpollpeter/
 
"History is not what happened; history is what was written down."
The Expected One- Kathleen McGowan


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