Preparing the Press Packet

 

The purpose of a press packet (also called a press kit) is to provide the media with concise, timely and compelling newsworthy documents and information concerning your organization, its issues and the event about which you want to receive news coverage.  The information provided in the packet, and the packet itself, should be graphically attractive, easy to read and accessible at a glance.  Normally, a press packet is given to journalists prior to press conferences, briefings, editorial meetings, interviews and introductory meetings.

 

Material in the press packet will vary, but should generally include:

1:Press or News Release, 2: List Of Speakers, 3: Press Statement,  4: Biographies, 5: Background Statement,

6: Report and/or Fact Sheets, 7: Print Visuals,  8: Audio/ Video Tape,  9: Press Packet Folder,  10: Record Keeping

 

(1) Press or News Release  This is the "news story" about the event, written in a way that objective reporters can reprint the release in its entirety as a news story.  The release should include a catchy headline, the main point, several quotations (sound bites) from at least two spokespeople, substantiation of any claims, and references to detailed materials, concerning the event, issue or the participating organization, that are available to the press.  Be sure to have the name of a press contact printed in the upper right hand corner of the release.  This person is strictly a contact point for journalists and should not be quoted in the release itself.

 

(2) List of Speakers  The name of each speaker should be listed according to their speaking order at the press event, conference or briefing.  Include their titles, organizational affiliation and other pertinent information (i.e., the author of a report being released, a member of City Council or Congress, etc.).

 

(3) Press Statement  Printed statements from each event speaker (and from other noted individuals or supporting organizations not represented at the event) should be included in the packet and again in the proper speaking order.  Statements should be focused on the event topic, colorful and of one to three pages, although the speakers may deliver quite short remarks at the actual event.  In fact, most press conference speakers limit their remarks to two or three minutes and elaborate during a Q&A period.

 

(4) Biographies  Generally consisting of only two paragraphs and not more than one page in length, brief biographies or “bios” should be provided in the packet as background material for the press.

 

(5) Background Statement  An information sheet or organizational bio should also be included in the packet.  In a one page format, this should include:

(a) Name and logo of the organization (and initials if commonly used),

(b) Main purpose or mission of the organization and brief highlights of the group’s history, successes and program work,

(c) Age of the organization, if more than a year old.  For example, a statement could be: "For more than [X] years, the [name of group] has [succeeded, done remarkable work] in [achieving key environmental policy changes] including [list specific examples].", and

(d) Recent Work that the group has accomplished.  List the different issues or types of work in which the group is involved.  Rank them in order of most impressive to least impressive, not necessarily in order of where most time is spent.

 

(6) Report and/or Fact Sheets  A copy of the report, analysis, testimony, public opinion poll, internal document or other item that is to be the focus of the press conference should be in the press packet.  If you want to provide graphically attractive fact sheets as background or as part of the material to be released at the press event, make sure the data is organized according to topic and formatted with headings and sub-headings as necessary for clarity.  Always list your data source(s), government or academic sources provide credibility and references for reporters.

 

(7) Print Visuals  If possible, include one or two visual elements that the press can use to illustrate the story.  Photographs or graphic art (e.g., charts, tables, graphs, cartoons, illustrations, etc.) will engage reporters, their editors and will draw the readers' attention to the story.  You can use pre-screened line art (i.e., black and white illustrations or cartoons) and color or black-and-white event photographs (showing action, if possible) that are 5" x 7" or a larger format.

 

(8) Video/Audio Tape Think visually as you prepare for your press event.  If possible, hold the event at the site of the environmental problem or success story.  Television producers will often ask for a "B-roll" (or background footage), concerning the issue or event, and edit it for use in a news or feature story.  Television editors prefer three to five minutes of B-roll in Beta format, if possible.  Also, consider how a radio audience would react to sounds and voices that reflect relevancy to your issue, event or story.  If possible, consider providing appropriate audio clips to radio reporters.  Also consider adding a CD ROM of information if available.

 

(9) Press Packet Folder  The press packet folder should be a standard, color folder with two pockets on the inside flaps.  Office companies may call these items  "Pocket Portfolios".  Your business card (with an index to your Web site) goes into a slot found on one of pockets.  Create a 5" X 7", or larger format, professionally printed color sticker to go on the front of the folder.  The sticker should have a graphic design and words that reflect the key message of the issue, event and the organization sponsoring the event.  The sticker could also be an enlarged version of your group’s logo taken from your stationery or news release letterhead.

 

(10) Record Keeping  Finally, maintain a file of all materials distributed at and after each press event.  Keep a file handy of the press packet's standard materials for distribution as the need arises and add other elements as the event, timing and resources allow and dictate.

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