In addition to pitching to journalists, public relations practitioners have many other options to get their press releases noticed.  In today’s world of social media, there are multiple resources to use to get a press release out into the world.  We have came a long way since using only Microsoft Word, or a typewriter for that matter, to develop a press release.  Today we can use these basic resources and many more to make press releases more interactive and fun to read.  We can also add other documents and projects to our press releases to give them more backup information.  Public relations practitioners can include pitch letters, media alerts, fact sheets in media kits with a standard press release.

A pitch letter is basically a letter/email that tells a journalist why they should be interested in whatever your organization is selling through the press release.  A pitch letter should be brief.  It should be targeted for whomever is receiving the letter. You are writing directly to that one editor or journalist.  The letter should include a call to action – a way for them to contact you or meet with you for more information.

Media alerts are an invitation for the media to cover whatever it is your organization is selling through the press release. It is the quick and dirty info the media needs.  Think of it as an invitiation to your niece’s 6th birthday.  Where: Gymboree When: Saturday, Oct. 15 12 p.m. to 3 p.m. Why:  Ella’s 6th BiRtHdAy!  This is all the information you need to know to attend a party, likewise, this is the info the media needs to attend your event.

Fact sheets present fundamental facts about your organization and its product or event.  Fact sheets need to be easy to read. There is no standard way to write a fact sheet.  The only key is to cater it to your organization.

All of this, plus much more, is included in a media kit.  They can, and should be, very creative.  Again, it should be catered to your organization.  Media kits can be a hard copy, a CD or flash drive and they can be displayed on the web.  As you can see there are many ways to get press releases noticed.  Now its time to fire up that right-side brain and get creative!  The possibilities are endless.