HOW & WHEN

In addition to the news release described in detail earlier, there are other media relations tools that come in handy in various situations.

The Pitch Letter

If you don’t have timely, hard news to announce, you may want to consider a pitch letter (sample linked at page bottom) to generate coverage. These letters (today, they are almost always emails) are designed to sell a story to a specific reporter and give him or her story ideas. The email should be brief and to the point, beginning with your story idea and why you think this reporter and his or her media outlet would be interested. Supply a sentence or two of background on your library. Finally, offer to help the reporter conduct research, coordinate interviews and photo opportunities, and answer any questions he or she might have.

Media Alerts

Media alerts serve as a follow-up or sometimes a replacement for a news release. They are condensed versions of news releases limited to one page that spell out the details of your event or announcement. They are formatted with headings such as “who” “what” “when” “where” and sometimes “why,” “visuals,” and always “contact.”  Media alerts are often sent a day or two before an event to serve as a reminder or as a stand-alone piece if an entire release isn’t warranted (for example, a simple photo opportunity).

Fact Sheets

These one- to two-page documents provide the media with a quick reference about your organization. Fact sheets are often used to supplement a news release by including statistical information, such as how many employees or volunteers your organization has, when your library was established, how many people you serve, and how many books in your collection.

Biographies

Biographies of key leaders, such as your executive director, head librarian, and possibly the head of your volunteer organization are often needed for speaking engagements and as media background information. Bios should be short, factual pieces, no longer than one page. Biographical information should include areas of expertise, formal education, length of employment with the library or the trade, related experience, and any unique information about community service or outside interests, especially if they might be newsworthy.

Backgrounder

As the word implies, backgrounders are simply documents that provide background information about your organization or a particular issue you are addressing or initiatives your library is undertaking. You might also include information about your library’s history, location, funding, and collections.

FAQs

The Frequently Asked Questions tool has become ubiquitous on websites and is also a handy tool for libraries to have as part of their media materials. The question and answer sheets should include accurate, general information (hours of operation, how to get a library card, who may get a library card) that may be most commonly asked about your library. Think creatively and include questions that provide the opportunity to list answers to common misconceptions or outdated thoughts. Tell your library’s story.

SAMPLE (pdf)
The “Pitch” Letter (Email)

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