The Common Tools of a Public Relations Professional

Public relations professionals use many different tools depending on the job, audience and desired outcome. If you are trying to reach the media with your message, some of the tools listed below may help you and your organization reach the front page.

Press Release: One of the most well-known of the public relation's tools, the press release is a written document that summarizes an announcement or event. Typically no longer than a page in length, the press release should contain current, news-worthy information about your article. This document is typically sent to the news media.

Press Kit: An extension of the press release, a press kit typically includes recent releases as well as company background information, media contact information, FAQs, key spokesperson bios and supplemental materials like brochures or photos. A press kit can be evergreen (i.e. nonspecific so you can use it for months, or even years, with little updating) or specific to a certain event or message. Press kits can be assembled in a folder and handed out or posted to a company web site to allow for media downloads.

Online Media Center: This is a branch of a corporate web site that allows members of the media to access key information about your organization. It should include the contact information for a member of your public relations team, a brief summary of your organization and recent press releases. Keep this page current to encourage media to check back often.

Pitch: Think of this as an abbreviated press release. This is basically a short sales-like appeal made to media decision makers. Today, pitches are made either by e-mail or phone. The pitch will present a quick overview of a topic that may interest the reporter and encourage them to contact you for more information. Pitches will be more successful if you have a pre-existing relationship with the reporter.