Media Kit Elements

Prepared for SCMHRD By Vidya Moorthy

What is a Media Kit?

A media kit is a collection of public documents released by an organization for use by a media outlet that defines its position on its products, personnel, services, progress, an issue or on any particular incident.

Prepared for SCMHRD Vidya Moorthy 2010

Elements of a News Media Kit

News Release Statement Backgrounder Fact-sheet Biography Media Advisory Speech writing Digital Press Room

News Release
Most common component of a news media kit Can also serve as a stand alone document Provides input and copy to reporters Always simple, grammatically correct English Usually follows the AP Stylebook Mostly only soft copy used, except radio and TV Timing is as important as content White space is vital: Check previous slide Two styles of news releases: Eastern and Western Boiler Plate A boiler-plate is a one or two sentence standard description of an organizations. Its history and its products, services and mission, which is included in every media message at the end.

Prepared for SCMHRD Vidya Moorthy 2010

News Release: Ten Must-Haves

Format

1. Date 2. Contact details 3. Releasing authority 4. Release status 5. Headline 6. Second headline 7. Lead-in 8. Message meat 9. Quote 10. Boiler plate

Prepared for SCMHRD Vidya Moorthy 2010

Headlines: Western Style

BILL GATES TO KEYNOTE AT SCMHRDS SEVENTH ANNUAL BUSINESS FEST Neev 2011
More Than 5,000 National Business Students, 70 Corporates to Participate in 43 Events During Three- day Event Beginning November 4, 2010

Headlines: Eastern Style

Gates to Open for Gates!
Three- day Event Begins November 4 as Thousands of Students from All Over India Converge at SCMHRD Hinjewadi Campus
In the textBill Gates To Visit Pune for SCMHRDS Neev 2009

Statement
Similar to a news release in overall format and style It is much shorter than a news release It only has a quote from a senior person within an organization in response an issue or a happening in the organizations internal or external environment. It always has an attribution. It is one of the most common components of a news media kit. Example 1: Katy Perry on Amy Winehouses death It is a tragic incident and a significant loss to the global music industry. This is a tightly knit group of professionals, under tremendous stress and my prayers and wishes are with her family. Example 2: Home Minister Chidambaram on the Maoist issue We are doing everything possible within our powers to fight these destructive naxalite forces. While it is premature to debate about the success or failure of our efforts, you should know that we are doing our best.
Prepared for SCMHRD Vidya Moorthy 2010
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Backgrounder
A backgrounder is simply a set of bullet points about an organization. It usually starts with its history, products, significant milestones, markets it operates in, number of employees, number of branches, awards won etc. Has to include some information about its senior administration such as the CEO or the Board of Directors. It provides background information on a company. It is an expanded form of the boiler-plate. It introduces the company to the media.
Prepared for SCMHRD Vidya Moorthy 2010
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Fact-Sheet
A fact-sheet is also a set of bullet points in simple, clear and concise language. It usually describes an incident at an organization. It is very common in crisis communication. It includes factual information as believed to be true by the organization that releases it. Reporters sometimes specifically request fact-sheets. In most cases, a fact-sheet is also reviewed by a legal team before release.

Prepared for SCMHRD Vidya Moorthy 2010

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Biography
It is always written in third person. Companies usually have biographies on all Clevel executives. It helps add to the market image of the company. It is also routinely released for any senior new hires. Never, ever, lie.
Prepared for SCMHRD Vidya Moorthy 2010
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Biography
Vidya Moorthy is a communication strategist and a specialist in cross-cultural training, boundarycrossing tactics, media relations and inter-personal communication. She recently relocated to India after serving as vice-president of Client Services at Bassett & Bassett, Incorporated, a strategic communication management firm head-quartered at Detroit, Michigan. During her expansive professional career she has worked with teams from all over the world including European, Japanese, American and African teams. Recognizing that effective communication is the key to professional and personal success, she offers short as well as long term courses in non-verbal communication, email etiquette, global sensitivities, media relations and nuances of different styles of communication across cultures. A corporate trainer, independent consultant and visiting faculty for management students, she conducts customized training for program participants. Her expertise also extends to media relations, international journalism, public relations and team dynamics. Moorthy has a masters in Business Administration as well as a masters in Public Relations from Michigan State University. She is an authority in image management with a proven track record of development and implementation of strategic communication campaigns for international clients. As an expert corporate trainer in both soft and hard skills, her programs help improve individual and team performance. She is also an evangelist for adaptation of emotionally mature strategies for communication management and is a highly respected leader in the industry, focused on maximizing client satisfaction and boundary-crossing communication to drive organizational growth. Moorthy lives in Pune, India with her husband and two daughters.

Prepared for SCMHRD Vidya Moorthy 2010

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Media Advisory
A simple statement that talks about a media event that is going to happen at a company: Simple half-page copy It includes the following sections:
When What Who Why Where

Examples include a press conference, awards ceremony, annual general meeting or a ribboncutting ceremony for a new factory.
Prepared for SCMHRD Vidya Moorthy 2010
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Speech Writing
One of the hardest tasks of a PR expert. It is important to frame the message according to the audience. The style of language used should also be the same that the speaker uses. The best speeches have no big words. Usage, not vocabulary.

Prepared for SCMHRD Vidya Moorthy 2010

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Digital Press Room

A digital press room is the media section on a companys website. It includes the media contact information of the PR person within the company. All the elements of a media kit are posted on a companys website. There is usually more than one news release posted on the site, to show for history. It is quite a task to keep all of this information current and updated.
Prepared for SCMHRD Vidya Moorthy 2010

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