Posted by: emilywil | April 22, 2009

Chapter 14: News Releases, Media Alerts, and Pitch Letters

Chapter 14 from Public Relations: Strategies and Tactics: 9th Ed. was all about PR writing and how to write good press releases, make good media kits, and how to make a good pitch.

Press Releases:

  Press releases are written like news stories in an inverted pyramid style which means you put your most important information at the top and just fill in the rest.  Press releases are very important with PR pros because it is just another way of making your client look good.  Also, you should always use the traditional AP style of how to write a press release.

Publicity Photos: Should be ready to publish when sent to the editor:

  • Quality
  • Subject Matter
  • Composition
  • Lighting
  • Color
  • Camera Angle

Media Kits or Press Kits: usually are prepared for major events and new product launches. The basic elements are:

  1. the main news release
  2. a news feature about the development of the product or something similar
  3. fact sheets on the product, organization, or event
  4. background information
  5. photos and drawings with captions
  6. biographical material on the spokesperson or chief executives
  7. basic brochures

Pitch Letters: public relations pros and publicists will write a short letter or note to the publisher to grab their attention. 

Their are different methods of distributing media material, such as mail, fax, e-mail, electronic wire service, or web-based newsrooms.


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