For this project, I was tasked with searching out a story idea in Eugene and telling the story of this event for this client or company while finding ways to get coverage in the media. I needed to use research and my understanding of news values and strategic messaging to develop a press release, pitch email, and digital media kit for my client. The digital media kit consisted of photos and soundbites from an interview that could be used in a news segment.
I chose to tell the story of Allen Hall PR’s (the University of Oregon student-run public relations firm) 25th anniversary.
The Press Release
The first part of the assignment was to write an informative news release using the inverted pyramid with an efficient summary lede, boilerplate, newsworthy angle, meaningful quotes from real people, and statistics or research supporting the story.
The Media List
For this part of the assignment, I had to identify 15 different reporters that could potentially be interested in my story. I needed to include detailed information about each reporter/media person, including media outlet, name of the reporter, beat, contact info, pitch details (how the reporter prefers to be contacted), the rationale (why they are included on your list), and a link to at least one relevant story of theirs.
The highlighted rows are the people I wrote my pitches to. View in google sheets here.
The Pitches
Next, I was tasked with pitching my story to two of the people on my media list. The pitches needed to be tailored to the specific reporter or news outlet, have a strong subject line, research supporting the story idea and news value, and a call to action.
For this project, the pitches were theoretical, so I sent them to my instructor as if she was a reporter.
Digital Media Kit: Interview Soundbites
I needed to include at least one interview with my subject matter expert. I Interviewed the Faculty Advisor of Allen Hall PR, Kelli Matthews, as well as the Firm President, Elliot Coda.
Digital Media Kit: Photos
I needed to include 15 photos of the client or issue that the news could use.
Click here view the photos in google drive
Brenna Cline 