How to Engage the Media with Press Releases and Media Kits
The Media is your friend. The Media (the Press) is an outlet, a tool you can use (engage) to communicate your messages to the masses (the public -- locally, regionally, nationally, and globally). For startup events, product releases, and other activities, you should engage the media using Press Releases or Press Kits:
A PRESS RELEASE is a simple one-pager (1 page document, or could be 2-3 pages) that follows a universal PRESS RELEASE format to get news information out to the media.
In the PRESS RELEASE, if it is written correctly, there will be a full description (dates, times, objectives) of the event. It will also give information about the promoter of the news and a contact person(s) the media can reach for questions and confirmations.
The PRESS RELEASE becomes the source and/or the copy (the actual written content) that the media will use to report the news to the public.
A properly written and compelling PRESS RELEASE is a powerful tool to promoting your company, products, services, and activities to consumers -- the masses of people.
The PRESS RELEASE should include the contact information (e.g. Name, Company, Phone, Website, Email) of the person(s) the media can reach for questions and confirmations.
The Press Kit is a package of several items sent out to the media.
The Press Kit should include a PRESS RELEASE document and any relevant documents and equipments (e.g. logos, photos, audio files, certificates, program schedules and other items that gives the Press a clear understand of the event so that they can report properly to the people).
The Press Kit should always be professionally produced (i.e. printed material, well-written documents, research-based information, etc.).
The Newswire is a centralized location (usually websites) where the media people go to view PRESS RELEASES and PRESS KITS. They then determine the relevant news-worthy items to report on. The more relevant your news item, the better chances it will be picked up / covered by more media.
Once your Press Release (or Media Release or News Release) is placed on the NEWSWIRE, then it's possible for thousand of news outlets (radio, tv, websites, blogs, vlogs, etc.) to pick it up and report on it. Therefore, you should make your PRESS RELEASE a compelling read.