Media Relations: Beyond the Basics

Media Kits

A media kit can be used for any event the media has been invited to attend. It can be a useful tool for the media, but it is important to make it easy to use.

• It can be as simple as a folder with pockets on both sides.
• The most important information in the kit is the news release. Place it in the most prominent position – the top item on the right side.
• Other items on the right side should have to do with the current story:
  • Pictures
  • Talking points
  • Background information
  • Anything else having do with the current activity

The left side of the folder should be used for information about Thrivent Financial for Lutherans, available to chapter leaders by logging into the Chapter Leadership Administration Menu.

Media kits are generally distributed during and following "big events" to which reporters have been invited. That said, there are occasions – such as when you know a reporter is interested in your event but cannot attend it – that media kits are distributed in advance of an event. In this case, a kit is given to the reporter with the understanding that the information is embargoed (not to be shared with readers/listeners/viewers) until after the event.

Talk Shows

Radio and TV stations are always on the lookout for guests for their talk shows. To interest talk shows in your chapter activity, you'll have to show that the topic is different and unique – but don't oversell it.

As with everything else, the job of selling talk show hosts on the value of covering your chapter activity is much more difficult in a larger market. You'll have to specialize. Find out if there's a radio or TV reporter assigned to cover, for example, family or elderly issues, and focus on these news organizations.

If you're interested in a talk show, contact Media Relations via email at media@thrivent.com or at 612-844-7059.

Strive to Create Partnerships

Media outlets are often open to offering free publicity, in the form of stories or advertisements, if they are invited to be a co-host of an activity. These partnerships are usually developed between the activity planner and either the editor or the community relations specialist at the media outlet.

If you have a relationship with a reporter, ask the reporter to tell you the best person to contact to explore the possibilities of a partnership.

In most cases, the media outlet will want some exposure at the activity, such as a banner or in the case of a radio station, one of their studio trucks or vans. Be sure that all involved are comfortable with this and then try to create the partnership.