11. Developing Support Media materials
Whilst press releases deal with the immediate (ie news) there will always be additional information of relevance and interest to a journalist.
Media packs are particularly useful. A media pack would typically include general information about the business, such as company background, contact details, previous media coverage, etc. As the contents of the media pack are not time sensitive, they can be prepared in advance and ready for immediate response to journalist enquiries. They may also be useful for an introductory mailing to key business correspondents on the core target media.
The written materials should be held available for post or electronic distribution, and could be uploaded onto a press area hosted on a website.
Photography should also be included in the media pack. Be aware, however, that commissioning new photography can take time and lead to missed deadlines.