Media Kit Background Research (total length 4-5 pages): You will start the process of creating a media kitLinks to an external site. by first conducting research on a Boston-based organization of your choice. The research will not be in the media kit itself. These analyses will be in a “behind the scenes” document while the media kit itself is designed to target journalists, bloggers, and other media representatives with the goal of having them write about the contents of the kit for their publication. You can submit your work on this portion of the assignment as a doc. Canva or design software will be used for the actual media kit (the step after this submission).
This submission will be single-spaced with attention to clear and concise writing. All sections must use bold headings and subheads as described below. Do not include any of the assignment prompts (i.e., the descriiptions of what you will submit for each section). Link to all sources where they are used in the document. Your submission will be returned ungraded if these formatting criteria are not met.
Cover page (include your name, the name of your organization, and the title of the proposed event–see below)
SWOT Analysis. A SWOT analysis is a breakdown of an organization’s strengths, weaknesses, opportunities, and threats. It is a useful tool to understand an organization and its position in the marketplace and/or community. You will conduct your SWOT analysis of your selected organization before starting the media kit.
Format: Page 1: Start with a table that includes bullet points for each category (at least 2 items for each
category):
SWOT analysis for Organization name (bold and centered)
Strengths
Weaknesses
Opportunities
Threats
Page 1-2: Below the table, create one concise paragraph for each box under a bold subhead (e.g. Strengths, Weaknesses, Opportunities, Threats) that explains the bullet points further.
Page 3: Start with the page heading: Event Descriiption: Title of the Event. Then, based on the SWOT analysis, write a strategic implications section in 2-3 concise paragraphs. No more than one page.
Freberg calls this the “So what?” section after you create the SWOT. Your implications will be to propose an event based on the SWOT.
Paragraph 1: Describe the event you will propose for this company.
Paragraphs 2-3: Provide the rationale for this event by explaining the relevance to the SWOT (e.g., based on a specific unmet opportunity, this event was developed. It will help shift the opportunity into a strength by…)
Page 4: Target Audiences:
One paragraph on the media audiences. These will be the specific people or types of media outlets who would receive the media kit. Your goal is to get relevant media coverage for your proposed event. Research publications that are relevant to your event and organization (e.g., industry magazines, websites, blogs; local news outlets, influencers, etc.). For example, if you are proposing a music festival, are there specific outlets or influencers who would be more interested in helping you promote this event than others?
Describe the primary public:
Who is the event for? If media outlets end up writing about your event, who would you hope is reading/listening/viewing their news stories? What do you want them to think/understand/do?
After your paragraph, create two audience profiles that include demographics and psychographics (see Ch. 5 Table 5.1). *Here are some additional audience profile/persona examples: Hubspot articleLinks to an external site.; here is oneLinks to an external site. that shows all the research that can go into making an audience persona, pretty cool stuff!
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