Before starting to create materials for the media, it is important to understand the different documents they are accustomed to using and receiving.
The most common is a news release, more commonly called a press release. This is a brief document that contains new information. It is normally used to make the media aware of something that has just happened or has just become known. It is issued to any media that might have an interest or a use for the information. It should be brief and timely.
A media alert advises the media of a change or an opportunity. It may be used to alert them to a change in a start time of an event. It may be used to make them aware of a photo opportunity. It could be used to make them aware of a news conference. In some cases it will be widely released to all media who may be interested. In other cases it will be issued to media that are already accredited to cover something. Its recipients will depend upon its purpose.
Backgrounders can be part of a media kit or they can be a stand-alone document. They often explain where a particular situation stands currently or how something works. When used as a stand-alone document, they are usually issued to members of the media who are already working on stories related to this information. Or, it may be limited to journalists who have raised questions that are covered by the information.
Organizations frequently misunderstand the important differences between media kits and media guides. A media kit, or press kit, is usually used for a one-time purpose. Most commonly, it would be for a special event. It is usually a collection of documents that contain information the media will need to cover the event. This collection could include point-form fact sheets, schedules, backgrounders, and biographies. They are usually supplied as loose sheets in a folder with slots on each side. The information is very current. A media kit is not a good place to include direct advertising from sponsors.
A media guide has certain similarities to a media kit, but some very important differences. If not recognized, these differences can reduce the usefulness of a media guide and cause it to be a waste of money. A media guide has a long shelf life, usually one year. It is typically a published booklet. Whereas a media kit is for very up-to-the-minute information for use during one special event, the media guide has to stand the test of time. Therefore, the type of information used will be of a less timely nature. The author must also think ahead to anticipate information and people that might become relevant over the next year, and include them. Information, in a media guide, that is time-sensitive and subject to change should be dated. It should be made clear to the user that information is accurate as of a certain date. That way the user can investigate changes since.
A media guide is the most expensive of these documents to prepare. But, for any organization that anticipates on-going media coverage, a good one makes it easier for journalists to cover your subject area. As with any media documents, accuracy is essential to maintain credibility.
