Departemen Komunikasi, FISIP, Universitas Airlangga Media Tool Kit Santi Isnaini Departemen Komunikasi, FISIP, Universitas Airlangga

Media Tool Kit Media Tool Kit Tips: 9/19/2018 Media Tool Kit A Media Tool Kit is a collection of resources that can be used to inform the media about your story, and to supplement your pitch. Media Tool Kit Tips: Not all of the components in the media toolkit will be needed for every pitch. Pitch first (email and/or call) then provide supporting documents from the media tool kit.

9/19/2018 Media Tool Kit A standard media tool kit usually includes several of the following components: Press Release: Descriptive announcement of the news hook (news or event) written for the media: One-to-two pages about your story Reads like a detailed feature story Can be used by a reporter as-is, or as background information for a story Siaran pers tetap disertakan dalam media kit meskipun sebelumnya telah dikirimkan kepada reporter atau media yang diwakilinya melalui faksimili atau e-mail

Media Tool Kit: Writing a Release Inverted Pyramid: general to specific Top: “For Immediate Release”, Title, Location, Date Lead: (5 W’s + 1 H) Second paragraph: Details Third paragraph: Quote Fourth +: Context Background & Website Contact Information

Media Tool Kit Fact Sheets… Research… 9/19/2018 Media Tool Kit Research… Fact Sheets… Fact Sheet : dokumen satu halaman berisi tentang data umum dan singkat dari perusahaan seperti susunan direksi, sejarah, visi & misi, maupun produk/layanan perusahaan Evidence that your program/event is effective. Details and figures about company, or a program, event, activity, experiment, etc.

Media Tool Kit (internal use only) 9/19/2018 Media Tool Kit (internal use only) Spokesperson: Your go-to person for media interviews Talking Points: Colorful and descriptive statements that pad your facts and research. Talking points are created for internal use only. They will guide a spokesperson during interviews… Colorful and descriptive statements that pad your facts and research. (e.g. “4-H is committed to sparking an early youth interest in science education and careers.”) A spokesperson is integral in media relations. Identify a volunteer/leader comfortable speaking with reporters, and is familiar with the talking points. Donald T. Floyd Jr., National 4-H Council president and CEO

9/19/2018 Media Tool Kit Biography of Spokesperson: Description of Your go-to person for media interviews Q & A : important Questions and interesting appropriate Answers. Keynote Speech / Presentation: speech or presentation which will delivered Q & A : dokumen yang berisi tentang pertanyaan-pertanyaan penting berikut jawaban- jawaban yang tepat dan menarik. Tujuannya untuk mengurangi porsi pertanyaan dari reporter sehingga pembahasan yang tidak relevan dengan topik dapat dihindari Karena mereka telah memperoleh gambaran yang jelas dari lembaran Q & A tersebut. Salinan Sambutan atau Presentasi : dokumen yang berisi sambutan dan presentasi yang akan berlangsung selama acara Biografi : memberikan gambaran tentang orang-orang penting dalam perusahaan. Jangan lebih dari satu halaman. Sampaikan hal-hal yang penting saja seperti pengalaman kerja, prestasi, penghargaan yang pernah diterima. Donald T. Floyd Jr., National 4-H Council president and CEO

Media Tool Kit Optional (but helpful) material 9/19/2018 Media Tool Kit Optional (but helpful) material Media alerts announce an event and look like a cross between an invitation and a flyer. Often distributed to the media approximately three days before the event when there are photo, video and/or interview opportunities for reporters Also include other supporting information, such as factsheets or studies

Media Tool Kit: Writing a Media Alert Media alerts just include the Facts Top: “Media Alert”, Title, Subtitle Bullets: What and Who: When: Where: About w/ website: Contact Information Other Relevant Details

Media Tool Kit Op-Ed (Opinion-Editorial) Old-school Facebook post: “What’s on your mind?” Highlights an issue and argues for one side Includes opinions and facts Letter to the Editor Responds to an article – good or bad Argues for or against the case made in the article Includes opinions and facts

General Guidelines: Op-Ed & Letter to the Editor Media Tool Kit General Guidelines: Op-Ed & Letter to the Editor Check terms & conditions Less is more: 750 words or less Personal experiences or examples will add character Facts and figures will add substance Only send to 1 publication Five-Day Rule: Follow up; No response? Send it elsewhere Remember: Print space is money.

Media Tool Kit: Letter to the Editor

Media Tool Kit Photographs / Pictures Brochures / Leaflets Media Clipping Foto-foto : gunakan foto cetak hitam putih (sharp and glossy) atau digital/elektronik (format .tif atau .jpg) Bergantung bagaimana media menginginkan foto tersebut diserahterimakan. Jangan lupa menuliskan keterangan pada kertas terpisah, jangan menuliskan langsung di atas foto karena dapat mengurangi kualitasnya. Pamflet & brosur : para reporter akan menggunakan pamflet dan brosur sebagai informasi pendukung dalam peliputan dan penulisan berita. Sekaligus dapat mempromosikan produk/layanan perusahaan kepada mereka Salinan kumpulan pemberitaan media : kliping berita tentang perusahaan, khususnya yang memiliki tema yang berkaitan, sangat tepat disampaikan. Tapi pertimbangkan pula jika media lain telah memberitakan tentang isu yang sama sebelumnya. Reporter tidak akan mau menulis berita yang dianggap basi. Kliping berita dari jurnal dan majalah sangat bagus bila dibagi kepada mereka yang berasal dari koran/harian, dan sebaliknya.

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