A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product. On a website, the "press room" is the on-line equivalent of the traditional press kit.
More expansive and educational than a press release, a press kit/room includes a variety of supporting materials from fact sheets to photographs. Their purpose is to provide a media contact with a plentiful source of current and archived information from which stories can be created.
Traditional press kits are usually presented in a custom binder or portfolio with the name, address, phone number and logo of the organization on the cover. On-line press rooms often contains links to pages which may also be reached from other areas of the site. Depending on the industry, most companies use a combination of the two to meet the needs of the press.
It's important to regularly update press kits.
A press kit can include any or all of the following items:
? "Press releases" are the most common press communication tool. In a press kit, only current releases should be included. On-line you have the luxury of providing a press release archive to assist reporters in developing stories.
? "Backgrounders" may take several different forms and will typically support your position, mission, goals, history and/or track record. Research or article abstracts and fact sheets are two common backgrounder styles.
? A "Fact sheet" provides an "at a glance" bulleted overview of the organization. It is a bullet list of the organization's activity, key employees, services or products, etc.
? A "Calendar of Events" is self-explanatory.
? "Bio's" of significant leaders or key players within the organization or, if it's an event, the celebrity attraction.
? A "Reviewer's Guide" is important, especially if you are going to have your product included in a round-up with competitive products. It can cover your products strengths and weaknesses against the competition's in a factual manner. Or it can just cover your company's technical points.
? Photos can accurately present the impact of your programs and services. Make them interesting, pertinent, and personal. Avoid boring "check passing" events. In a traditional press kit, black and whites can be used in a 3 by 5 or 5 by 7 inch format. Color photos are best provided in a transparency or slide format. For website use, photos should be made available in quickly downloadable compressed .gif, .tiff or .jpeg files.
? Position statements are helpful, particularly if your organization has a political direction.
? A "Quote Sheet" provides five or six significant quotes that are approved for media use. It allows the reporter to flesh out a story without having to interview a lot of people.
? "Brochures and newsletters" provide a reporter with "another look" at your organization. It is typical to include one or more issues of your corporate newsletter in a press kit.
? It is useful to include samples of previously published articles ("clips") organization or programs to provide credibility and demonstrate the news-worthiness of your organization's activities. With an on-line press room, you can provide links to the media's own press page or provide a copy of the article on your own site. If you chose to do the latter, you MUST receive permission to reprint the article.
? Media should always be provided with an easy means with which to contact you. Make sure to include a phone number where they can contact you after business hours.
? Annual reports provide valuable background information.
Remember, the purpose of a press kit is to let the outside world into the inner workings of your organization. Paint a picture. Tell your story. And do it all with your audience's listening in mind. Speak to their listening. Do they want to see your experience? Are they more interested in finding out your credentials? Or how well known you are in your community? When you are clear on what your audience wants to see from you, you can mix and match the above ingredients for maximum media coverage.
Monikah Ogando is President & CEO of Ogando Associates, Inc., a business consulting and coaching firm that works with start up and expanding businesses to implement action driven and results oriented strategies for profitability and a rewarding company culture. You can reach Monikah by email, monikah@ogandoassociates.com.
maide service in Lincolnshire ..Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
Your public relations people are busy. The buzz is all... Read More
"Advertising is what you pay for. Publicity is what you... Read More
The truth is, you CAN attract the support of those... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
Just like a financial planning client fears not having enough... Read More
UNDER FIREA friend whose organization is often in the media... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
I say to business, non-profit and association managers, a key... Read More
When it comes to launching a new business or product,... Read More
Early in my career as a public relations consultant, I... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
Because when it comes to public relations, non-believers can produce... Read More
There is something newsworthy happening at your organization right now.... Read More
What a shame! Potentially productive public relations people resting on... Read More
There's a dirty little secret about press releases that the... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Yes, that's what public relations really is when it tracks... Read More
Managers in the non-profit, association and business worlds need to... Read More
The name of the game is doing our part to... Read More
As a business, non-profit and association manager, how satisfied are... Read More
"I want a pony, a tree house and the fastest... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
Keep these few crucial details in mind when writing and... Read More
cleaning lady near Deerfield ..You can SO measure return-on-investment for a public relations program!Try... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Early in my career as a public relations consultant, I... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Dear New York Times:I'd like to be quoted in one... Read More
As a business, non-profit or association manager, you'll know it's... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
How to write a press release that generates free publicity... Read More
Above all, you need to know that the right PR... Read More
For a business, non-profit or association manager, they could be... Read More
Recently someone asked me why so many restaurants go out... Read More
What are you trying to do with your business, non-profit... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
The media has the power to shape public opinion and... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
In public relations, "junk" is more about attitude and lack... Read More
Stripped down to its core, publicity is little more than... Read More
The truth is, you CAN attract the support of those... Read More
Public Relations |