Public Affairs Qualification Course Media Kits. Functional Area 2 TPFN: DINFOS-PAQC-ADL

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1 Functional Area 2 Isn't it frustrating when you read a news story with factually inaccurate information about your command? It's even more frustrating after you have worked with a reporter on a story and provided factual information, only to be blamed by your boss when the reporter makes errors in the final product. Well, there s a simple, time-tested solution to that: You can work to reduce reporting errors by providing releasable, accurate and substantiated information by providing him a well-organized, comprehensive media kit. It will make the reporter s job easier, educate him more about your unit or organization and can help ensure his article is as accurate as possible. It could also prompt the reporter to seek additional information through other reliable military sources/resources, which can help him write a more fully-developed article. Example of a media kit. Includes press releases, bios, CD, brochures, fact sheets 1

2 Definition So, what is a media kit? A media kit is a folder or electronic packet of materials compiled for news media representatives that gives them background information that enables them to write a articles. There is no such thing as a one size fits all media kit. Media kit information should only include essential items. Determining what is essential is up to you. You should target your media kits so that a reporter has the right information for his or her audience. A media kit s purpose is to provide reporters basic information that educates them on the command or a specific issue in advance of an interview. Media kits include facts suitable for publication. You can assume anything you provide a reporter in a media kit will potentially appear in the journalist's story. 2

3 Uses So let s talk about why you need media kits. Providing basic information about your unit or installation in advance could save the reporter time, as opposed to the reporter having to call and ask for basic information. It will also free up your time, since the reporter will be able to focus on more exploratory questions to fully understand the unit. Having cohesive media kits helps focus public communication efforts, because it provides consistent information to different media outlets. You might also consider attending certain media organizational or association events (let the media association know ahead of time you would like to participate/attend). You can be there to answer questions about your base, organization, etc., and have a stack of media kits on disc available for media. There are two kinds of media kits you may deal with a generic media kit and a situational media kit. Generic A generic media kit is a kit your unit, installation, organization or service sends out to all concerned media outlets. These types of media kits may be sent out at the beginning of each year and then updated as necessary. Examples include a media kit that covers a unit s history or information on a particular weapon in a unit s inventory. Situational This type is a kit you generate based on a specific interview request or media query. Tailor the content to the interview, but include general information if it pertains to the event. You can anticipate a reporter's needs based on your conversations when planning the interview, then include information to help the reporter understand the issue. So now you know why and when you would use media Example of a media kit. Includes press releases, bios, CD, brochures, fact sheets. 3

4 Content Items commonly included in media kits: 1. Main news release If an interview is based on a specific event, include any stories or releases your command has published. It might include other related feature or sidebar stories from your organization that could further explain the issue or place it in context. If you re smart, you will also include a disc of photographs and/or graphics, with cutlines, and/or a DVD with background footage/b-roll. Such items are especially helpful for television, magazine or newspaper interviews. You can also place all the hard copy information that you have placed in the media kit folder on the disc. It helps for some reporters to receive a list of pertinent or relevant military websites so they can capture reliable, authentic information during the story research phase. Resources such as joint combat camera and each service's individual website may offer additional imagery. Do not include reporting from other organizations or outlets. You do not own the information reported by others. It may or may not be aligned with your commander's communication priorities. 2. Fact sheets There are two types of fact sheets: general and specific. General. A general fact sheet about your installation may include historical facts, the number of military and civilians who work there, how many people live on the installation or installation facilities and services. Shape these with command messages that place your command's mission in the context of the issue. Fact sheets about the units that make up your installation are also helpful. Specific. These media kits are given out to reporters who are coming to cover a specific story. Include releasable, substantiated facts germane to the issue. Shape these with command messages that place your command's mission in the context of the issue. For instance, if you are stationed on a base that has a particular aircraft, you may want to have a fact sheet about that plane. 3. Additional information Biographies of key leaders appropriate for the interview. Installation map or other charts and graphs that can support the reporter s story. Ensure you date your material and keep it up-to-date. For particularly complex media kits, consider including a table of contents so the media representative can go right to a particular section for information. Now that you know what type of information you should include in media kits, let's talk about the process in which you will use them during the resident phase of this course. 4

5 Process Media kits are required for each interview completed during PAQC. Groups are free to consolidate fact sheets and biographies. Use individual releases written during journalism classes for your media kits. Always give a copy of the media kit to others and keep one for yourself. Now let s move on to cover the media advisory. 5

6 Media Advisory A media advisory is an abbreviated form of a press release often in bullet format, sent the day before, or early the day of, an event. It is a document used to invite reporters to cover some kind of event, such as a press conference, forum, etc. It reminds the media of the event by providing basic facts: who, what, when, where and why. You should tailor the advisory to inform the media of your event. Newspapers, magazines and television stations are your primary audiences. A media advisory is not for the public eye, but instead is packed full of information journalists should specifically find useful. A media advisory should be short. Your goal is to make the event sound interesting and newsworthy and make it easy for reporters to quickly figure out the details. Give some thought to the visuals that could make it more appealing for a television reporter or news photographer to cover and spell them out. Simply put, a media advisory is a document you compose with the intent of getting members of the media to attend an event you are holding. This event, like a press conference, is intended to share important information with the media in order to try and gain press coverage. Image courtesy of 6

7 Conclusion Now you have a good idea of what is contained in a media kit and how useful it can be in helping you and your command deliver your messages and information about your unit and organization to the public through the media. You can work to reduce reporting errors by providing releasable, accurate and substantiated information by providing them a well-organized, comprehensive media kit. It will make the reporter s job easier, educate him more about your unit or organization and can help ensure his article is as accurate as possible. 7

8 References and Additional Resources Howard and Mathews. (2006). On Deadline: Managing media relations (4th ed.). Long Grove, IL: Waveland Press, Inc. 8