How to speak to the media Why is media important? Media outlets are still considered among the most reliable and credible sources of news and information, making them a powerful platform through which brands can drive awareness and trust, strengthen their reputation and encourage product trial and adoption.
What do media need in order to craft quality stories on Kia Canada? While earned media coverage is never guaranteed, there are a number of factors that can drastically increase the odds of securing it. Understanding what resonates most strongly with media is the best way to do so. As a Kia Canada dealer, this could include: n Community inspired, locally impactful stories n Community focused events n Dealer and company-wide charitable initiatives and community/not-for-profit involvement n New product launches and company news n Helpful, locally relevant tips and insights (such as seasonal vehicle maintenance tips or driving safety tips)
How we engage with media Materials that provide clear and accessible brand and product information are crucial in media engagement including: Pitch note n A short, concise “elevator pitch” email tailored specifically to a journalist’s beat outlining the news story being pitched Media Advisory/Media Alert n An invitation for media to attend an event, such as a news conference, grand opening or presentation Press release A short, compelling news story sent to targeted media to inform them of a news story. The press release should contain all the essential information (who? what? where? when? how? and most importantly why?) so the journalist can craft their story.
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Please see Appendix one on page 16 for examples of media materials in-market and templates.
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