Communication Tools

Communication tools are products to help you disseminate news and information to the media and your target audiences.  Some products are more useful for television and radio media, while others are effective for generating news stories with the print and Internet media.  Here is a quick reference guide to various communication tools.

Media Kit
A package of materials to be given to the media that can include news releases with contact information, fact sheets, lists of spokespersons (bios and contact information), flyers and brochures, copies of articles on your topic, and background information on your organization.

Key Messages
Key points and take away messages that should be emphasized with the media and public. These can be used as your talking points in media interviews and as a checklist for inclusion in prepared materials.

Fact Sheet
A brief one page document that provides statistical background and information on your issue.

Media Advisory
An invitation to an event containing only the what, where, and when of the event.

Press Release
Tells your news story in no more than 2 - 3 pages. Includes contact information and provides media with the most important details of your news story first, followed by quotes from key spokespersons.

Radio Public Service Announcement Script
60-second spoken script that can be used with national and local radio affiliates.

Letter to the Editor
States a strong position with a purpose and one or two key points.  Keep it short.

Opinion-Editorial Articles
These pieces are an opportunity to get your opinion out to thought leaders and policy makers. Focus on a specific issue, highlight contradictions, emphasize local importance, and present a specific action to be taken. They normally run on the page opposite the newspaper’s editorial page.

Photo
Provides visual representation of your story and can be used by print media. Include a clear plain language caption on your photo describing the action in the picture.

B-Roll
Broadcast quality footage video that can be used by television stations.