Chapter 14: Preparing Materials for Mass Media
The News Release
- Planning: key message, audience, benefits/rewards for use, objective of release, is this the best format for the information?
- Basic Online News Release: distributed via email/electronic news services, 200 words, single spaced, links and contact information
- Multimedia News Release: SMR (“smart media release”), SEO (“search engine optimized”), social media links to increase search engine rankings
Publicity Photos
- Consider: quality, subject matter, composition, action, scale, camera angle, lighting, colour
Media Kits (Press Kits)
- Traditional media kit: 9×12 folder with inside pockets, (1) basic news release, (2) news feature, (3) fact sheet, (4) photos, (5) biographies on spokesperson or chief executive, (6) basic brochure, (7) contact information
- E-Kits (EPKs): may include video and industry association links, may save money on printing costs though many companies opt to do both
KellMo Comm 