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.
Wood Dale Chicago prom limo .. Lockport Chicago limo O’HareEven after a nice piece in a national publication, or... Read More
There's an old African proverb:"If you think you are too... Read More
Being part of a trade show gives small business a... Read More
Business, non-profit and association managers are in a stronger position... Read More
Quality public relations does something positive for business, non-profit and... Read More
I got the latest issue of Internet Works in the... Read More
Recently, I told a friend (who's a business owner) that... Read More
There is something newsworthy happening at your organization right now.... Read More
Got a huge need for publicity and a tiny publicity... Read More
It doesn't matter how cruel the reality programs get, there... Read More
You have been if you're a business, non-profit or association... Read More
Powerful is a strong word. But it fits here. As... Read More
Yes, and that pressure often comes from a CEO who... Read More
Financial planners, the first thing to know about reporters is... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
It's the time of year when calendars crowd out the... Read More
In this great country of ours, there are basically three... Read More
The public relations bar, should such a proficiency measure ever... Read More
Advice about business and life often gets around to one... Read More
Writing a press (or media) release is quite an art... Read More
The public relations goal and strategy make sense; the message... Read More
Because it can alter individual perception and lead to changed... Read More
1. Appearing in other types of media is the best... Read More
Antigo wedding limo ..It took me a while to see just HOW crucial... Read More
As a business, non-profit or association manager, your public relations... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
It used to be that all you had to do... Read More
Every reporter, from the cub at the small town paper... Read More
There's the old joke about the two buzzards sitting in... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
News releases are not the best way to get major... Read More
The public relations goal and strategy make sense; the message... Read More
Media relations, simply put, is the business of building and... Read More
A Press Release is a captive story that can be... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
An effort built around a string of print and broadcast... Read More
A reporter's job is to get the most accurate and... Read More
You are a senior business, non-profit or association manager. So,... Read More
"Don't say you don't have enough time. You have exactly... Read More
As an owner of an independent record label, I often... Read More
This is the ending to my previous article, How to... Read More
When your public relations results pretty much depend on whether... Read More
What's a press release? This is generally a one page... Read More
Each of us is exposed to people from other cultures... Read More
Etymology is the study of the origins of words.As languages... Read More
Public relations is popular because it is very cost-effective and... Read More
When special events and communications tactics rule the PR roost... Read More
Public Relations |