Building a Media Kit Assignment Essay
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages To Order 5-10 Pages Description/Paper Instructions
What is a Media Kit?What is a Media or Press Kit?Most companies today provide website visitors with a downloadable media or press kit. Designed to summarize a business, product, or event, media kits are primarily utilized by journalists and are typically known as a “one stop shop” for media contacts when they need quick access to information. The digital media kits we know today are much more engaging and helpful than the boxed kits public relations professionals had to ship to media contacts in the past. Because of advancements in technology, companies can build a better media kit that not only provides easy-to-digest information on brands, products, services, and leadership, but also engages media contacts—increasing the likelihood of obtaining positive media coverage.What should be in a media kit?The contents of a media kit vary and company to company; however, there are several basic pieces that should always be included to build a better media kit.
- Media or PR contact information
In the event a member of the press should reach out to an organization, who should they contact? What’s the best way for them to reach this individual? Keep in mind how the contact prefers to be communicated to and provide more than one communication option to journalists. For example, if an organization’s media contact prefers email, list their email address and provide their direct office phone number to reduce the risk of the journalist reaching someone else within the organization who is not an approved company spokesperson.
- Important and recent press releases
New product launches, earnings reports, awards, and executive hire announcements are excellent company news items that should be included in the media kit. Consider only selecting two or three that would qualify as either major or recent company news (within the past quarter). These announcements will help journalists gain a better understanding of what’s going on with the company.
- Company background
Most organizations have an “about us” section of the website that provides a brief company overview and history to interested parties. Consider slimming this down into a one-page document that can be easily referenced by members of the press who are looking to either gain a better understanding of the company or to share background of the company in their own words.
- Leadership biographies and headshots
The majority of journalists ask for a headshot of the executive they interview or choose to feature in a story. By providing C-suite executive headshots in high- and low-resolution JPG and PNG file formats, journalists can access what they need without having to go back to the media contact with another request.
- Logos
Don’t forget to include several different logo options, including full-color and black and white in both high- and low-resolution JPG and PNG formats. The best way to make sure the organization’s represented appropriately is to provide the correct files upfront.
- B-roll footage and still photographs
If the company already has b-roll footage of a new product, employees, or of the office/campus, having those files also available for download can help expedite the process of putting together a news story on the company. Ensure videos are labeled accurately and are compressed to minimize download time and file space. In addition to videos, add product photos and even office photography (i.e., office building, reception area, employees working, etc.). These images can be used along with the b-roll footage and logos to help craft a brand consistent news story for television or online media.
- Other elements
In addition to these recommended staples, consider also adding the organization’s annual report as well as recent (and notable) news coverage such as a product review by a popular media outlet or an interview with a highly-credible news source.How to Distribute your Media KitPress kits should be accessible via the newsroom of the company website. Slimmed down versions can be saved as compressed files and emailed to media contacts upon request or in an effort to pitch a story.Examples of Media KitsHere are three great examples of Media Kits you can build today:
- Visible’s media kitincludes screenshots of their app, a boilerplate, and logos.
- South Texas College has a comprehensive media kit, which includes logos, campus photos, contact information, and press releases.
- Alliance Data’s media kitincludes their Leadership bios and headshots, logos, fact sheets, and contact information.
Building a better Media KitBetter media kits offer efficiency in the gathering of information, flexibility in how the story can be shared, and guidance on how best to describe and capture the organization in a way that is consistent with the brand.When companies take the time to build a better media kit, it’s not only helpful to the journalists covering those organizations but also to the organizations themselves as the media kit can protect the brand and the company’s story.
Press kit materials
Press kits or media kits are packages or website pages that contain promotional materials and resources for editors and reporters. The purpose is to provide detailed information about a company in one location. Although a press kit delivers more information than a press release, the overall goal is similar: to secure publicity for a company or client.Major events or stories that require more information than is typically included in a press release warrant a press kit. Examples include a company merger, the launch of a new product, a rebranding campaign, or a major change in organizational leadership. Press kits can be hard copy or digital. Hard-copy press kits use folders with the company logo, whereas digital press kits use a website page or are sent in a zip file via email.The following materials are found in a press kit:
- Backgrounder
- Press release
- Fact sheet
- Publicity photos or list of photo opportunities
- Media alerts
Click here for information on how to assemble a press kit.
Backgrounder
A backgrounder contains the history of a company and biographies of key executives. The purpose is to supplement the press release and explain the company’s story or event, products, services, and milestones. It is in paragraph format and relatively brief (one to two pages). Click here for a sample corporate backgrounder from GainSpan, a semiconductor company (creator: Javed Mohammed).
Fact Sheet
A fact sheet provides a summary of an event, product, service, or person by focusing only on essential information or key characteristics. It is more concise than a backgrounder and serves as a quick reference for reporters. However, the fact sheet is not meant for publication. The headings of a fact sheet vary; the creator of the document chooses how to categorize major information. The most common type of fact sheet is the organizational profile, which gives basic information about an organization. This includes descriptions of products or services, annual revenues, markets served, and number of employees.The standard fact sheet contains a company letterhead and contact information. The body is single-spaced, with an extra space between paragraphs and subheadings. Although the fact sheet is typically one page, put the word “-more-” at the bottom of the first page to indicate additional pages. Similar to the press release format, include three number signs or “-30-” at the bottom of the document to indicate the end. To make it easy to read, group similar information together and include bulleted items if appropriate.Click here for an example of a fact sheet. Keep in mind that the subheadings/categories used in this example may not be used in another one. Writers have some flexibility in the categories they choose in a fact sheet.
Media Alert
There are times when announcements do not require the distribution of a press release, but rather a concise notice to the media. This is called a media alert or advisory. Media alerts are memos to reporters about an interview opportunity, press conference, or upcoming event. They use the 5Ws and H format to quickly deliver information.The illustration below explains the key differences between a press release and a media advisory:
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. The can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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