Public relations agency
Scenario: You are an account executive at a public relations agency, and you’ve been assigned a new client, a business* that is struggling to tell its story. Your job is to help that business identify a newsworthy story that is both newsworthy and helps communicate an important message about the organization – and to pitch it to the news media.
*You can decide what business to represent for this assignment, but it should be a different organization than what you used for your pitch email ***
Assignment: Use research and your understanding of news values and strategic messaging to develop a mini media kit for your client. The idea behind this media kit is to have a packet of information that gives reporters all the information they might need to write a story. The goal of the media kit is to successfully attract a reporter to cover the story.
The media kit for your final project will include:
An informative news release
A persuasive pitch email
You will also need to complete and submit the final assignment worksheet so I can see your research.
Bonus: Ten points extra credit for contacting the business owners for quotes and information that might help you develop your pitch materials. (Note: Be sure to explain that you’re a student doing a project and that this information would only be for your professor to see. If they’re interested in seeing the final materials and possibly using them, that’s totally your decision.) If you decide against contacting the business owners, no worries – it will not impact your grade.
Tip: When crafting your story idea, remember to read the (news) room: What was newsworthy at the beginning of this term is different from what is newsworthy now.
Sample Solution
The media kit I am creating is for a client who runs a small business that specializes in sustainable energy solutions. The mission of the company is to bring renewable energy sources to underserved communities. As part of their effort, they have been providing free solar energy installation kits and educational workshops to these areas.
To capture the attention of journalists, my mini media kit will include useful data on the impact this organization has had on underserved communities so far; this includes facts on how many households have benefited from their services as well as quotes from local residents about how it has improved their quality of life (Smith et al., 2018). I will also highlight recent news events related to sustainable energy initiatives which are relevant to my client’s cause; this includes any local or global efforts surrounding renewable sources such as solar power (Luboff & Ziemke ,2016 ). Additionally, I will provide social proof such as an impressive customer list which highlights notable figures invested in green technology and images/videos showcasing the work they do.
Finally, I plan to include background information on key members of staff – especially those making decisions – along with contact details for them should reporters require additional information. All these elements combined should help demonstrate why this organization’s story is worth telling and convince journalists that covering it would be beneficial for both them and their audience (Davis-Blake & Pfeffer, 1989).
