What information should I include

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Media Resources Anna Lorck Attn! marketing pr
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Media Kit

• Every business should have a media kit as part of
  its marketing tools
• It can help a business gain coverage
• It assists journalists with gathering information
  and material.
• Journalists are working to tight deadlines
• Provides information at hand means they dont
  need to go and find it
• Factual, informative
• Useable not having to pull it out of a
  brochure, off a website

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Media Kit

• A business can use the information in a range of
  ways and across other marketing tools
• Easily updated dont need to go back and get a
  reprint
• Looking at a one off set up cost approximate
  1500 - 2000 for material including
  photography
• A professional will ensure it is suitable for
  media

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Media Material

• Media statement timely, fresh angle, length
  two page maximum
• Key Facts your business and industry 5 6
  points
• Backgrounder business, industry
• Photos professional and preferably taken by a
  photo journalist there are good ones in HB
• Spokesperson and contact details who can speak
  on behalf of your business.

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Hard Copy

• Clean presentation
• Word document and printed copy of CD
• CD
• High resolution quality photos
• Logos
• Attention Grabbing kit
• Media get inundated with freebies
• Is it necessary
• Eye catching can get attention
• Audience

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Distribution

• Media distribution lists are available
• Media distribution services are also available
• Call and ask for contact details of tourism
  reporter, chief reporter, producer
• Magazines often list email contact details

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Electronic

• Email is a valuable tool best way to get a
  statement out
• Journalists get lots of emails and not fond of
  attachments from those they dont recognise -
  SPAM
• Text inside the body of email
• If you want to make sure its opened you can
  call first

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Electronic

• Word document no large logo if any
• Photos examples in a word document, low
  resolution
• Provide contact to get high resolution files

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Pitching

• Relationship building helps to talk with them
• Use your contacts and support
• HB Inc TNZ fantastic connections and networks
• Need to keep all networks informed so can all
  leverage off opportunities
• Higher chance if you call them, rather than just
  sending email
• Worst thing they can say is not interested

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Working with Journalists

• Respect them they are doing their job, not a
  job for you.
• Respect deadlines very busy and need
  information early as possible to get their story
  written.
• Journalists are at liberty to use information as
  they choose

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Working with Journalists

• Not word for word from media statement unless a
  direct quote
• Accuracy expect it
• Fair reporting expect it
• Follow up - thank you, question

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Planning

• Dont talk off the cuff, be prepared, and know
  your information.
• Key Messages three things you want to say
• FAQs frequently asked questions and answers are
  a good resource to have up your sleeve
• If in any doubt, bounce your ideas off someone
  before you talk to the media
• Always on the record