Being a strong writer and editor is a must in public relations. Effective PR professionals create written materials in Associated Press style that share factual information, background details and answer vital questions.

Let’s say you have the style of writing down and you are a strong writer. Your organization has a new initiative and asks you to develop a press kit to send to media. You have very little time and need to get information to newsrooms quickly.

Which elements are necessary? From my talks with a top newsroom editor, two pieces of PR materials are key. (Thanks Sandra Ibarra from KSAT 12!)

Here’s the real deal on exactly what journalists are looking for if you have limited time and can only create a few pieces.

1. Media Advisory

   • Also known as: “Media Alert” or a “Request for Coverage”

   • Includes concise info that’s an invitation for journalists to come see/attend a special happening

   • Format should include Who/What/When/ Where/Why/Visuals

   • Include media contact info and any special instructions on parking or advance registration (more exclusive press events)

2. Press Release

   • Also known as: “Media Release”

   • Includes background details in a narrative form

   • Written in past tense

   • Can include quotes from the lead organization and involved stakeholders

   • Good tool to use for follow up

   • Share as a supplement to media advisories at or after the event

   • May be the only PR tool used/needed if there is not an event to invite media to cover

   • Example guide by PR News

That’s it! Just two key media materials to use when inviting assignments editors or journalists to consider covering your story. Write them in Associated Press style, keep them error-free and think about why a journalist might consider this newsworthy when you write them.

Need hands-on help writing these materials? Connect with us so we can help!