Media relations tools
In addition to well-prepared news releases (press releases) and media advisories, the
essential media relations too kit includes the following items:
A complete informational package containing:
• Press release
• 8” x 10” B&W photo
• Media calendar & advisory, where applicable
• Use glossy stock
• Head & shoulders only
• High-contrast & high-interest
o Avoid heavy concentrations of black
• Consider including digital versions on CD-R
o .jpg, .eps, other formats as required
o Prepare hi-res & low-res versions
Press conference (news conference)
Informational meetings designed to address specific issues.
• Invite all press & electronic media
• Preface with backgrounder materials, as above
• Useful in high media interest situations:
o Where timeliness is key
o Where spokesperson availability is at a premium
o Where “exclusives” impossible or impractical
E.g. Crises, criminal activity, etc.
• Usually held in hotels or other neutral, publicly accessible spaces
o Sometimes held on office property
o Advance support materials
o Technical requirements
o PA system
o Board feeds
o Staging & platforms, etc.
o Refreshments where applicable
o Guest book, sign-in sheets or greeting in person at door (to track
o Good sightlines for cameras (still & video)
o Internet connections, fax, etc.
Electronic press kit (EPKs)
Electronic/digital version of press kit; may be on VHS, Betacam, DV or CD-R format(s).
• Includes prepared video footage
o Promotional/informational clips
o “Open-ended” interviews
• Interactive elements (CD-ROM)
• Digital versions of still photos (see above)
Photo opportunity (“photo op”)
Scripted image-enhancing visuals.
• Situations: donations to charity, unveilings, important deals, meetings, sod-
turnings, campaign stops, etc.
• Ask: how does this enhance message?
• Least credible means of generating media interest
• Risky but can be very successful at generating quick-hit, large-scale visibility
o E.g. Greenpeace