The Media Kit - Media Release

One of the most useful tools for the PR professional is the media kit. The media kit encompasses many written documents that can be sent to the press in order for them to turn into stories.

The following items should be written for print media kits:

• Media Release
• Backgrounder
• Profile
• Fact Sheets
• Photos
• Collateral – company report, fliers, brochure
• Merchandise

Media Release

Any media release must answer the following: 

•Who

•What

•When

•Where

•Why

•How

After producing the media release ensure it contains the following:

žLug line

Attribution

žSAID – is the verb of utterance

žPunctuation

žUse of numbers (one to nine spell in full, 10+ written numerically)

Readability: white space, font size, line spacing, ragged right edge (left

justified)

Transitions

žMake abstract detail concrete

žFor Immediate Use/Embargoed till

žContact details

The following link shows a great example of a media release about the Brisbane Ekka: http://www.ekka.com.au/media/468659/july%2016%20-%20media%20release%20-%20free%20ekka%20event%20in%20the%20brisbane%20cbd%20this%20weekend.pdf

The next post will discuss the backgrounder.