|
Author: Monikah Ogando Article source: http://bni.usa.ecademy.com/. Used with author's permission.
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.
Website Optimization, Good Overall Optimization is Key
Quality content can do more for a sites success than 10,000 Mickey Mouse links and a PageRank of 7/10. Good overall website optimization, the right keyword phra...
Great Relationship Advice: How to Balance Your Hear at Work with Your Heart at Home
Unfortunately, our lives are not exactly like the movies. In the movies, each person has a script and as many takes as they need to get it right. Most of what w...
Low Interest Credit Cards
Just about every credit card ad you read touts its wares as "low interest credit cards." To determine whether this is accurate or not, you're going to have to l...
Google Takes Manhattan
SEO in Google means building brand awareness and making insane sales.
Homes for Troubled Teens: Therapeutic and Residential
For troubled teens who are struggling with drug abuse, depression or other serious issues, residential treatment centers that offer therapy-based solutions migh...
How to Get More Responses at Online Dating Sites
How to create a winning profile to make online daters look twice and respond to you!
3 Components Needed for Beating the Market
Value investing is serious business. Investors need to follow up with 3 important components in order to be successful in stock market.
10 Tips For Spiritual Growth
Spiritual growth is the process of inner awakening, and becoming conscious our inner being. It means the rising of the consciousness beyond the ordinary existen...
When Your Bills Are Piling Up Here Are 6 Different Ways to Consolidate
When it comes to debt consolidation some people dream of day when all their bills will disappear. Next to hitting the jackpot, a debt consolidation loan is some...
How To Tame The Buying Beast Inside Your Customer
Using psychological secrets to influence the purchasing decision of a prospective customer.
Labeling is Disabling: Achieving Congruent Communication
It's time for parents and teachers to unlearn the language of rejection. A new look at parent-child and teacher-pupil communication strategies.
Factors to Consider When Choosing an Adoption Agency
Adopting a child can be a joyful time in any family's life, but it can also be a frustrating and confusing one as well. For this reason, many individuals turn ...
Bad Credit? First Time Buyer? You Can Still Get Approved For A Home Mortgage Loan
There are many programs available nowadays that help first time home buyers get into a home, even with poor credit history.
White Sun - What is Life? (Part 9 of 10)
"Sentient beings who sow the seeds of enlightenment,
In the field of causation will reap the fruit of Buddhahood.
Inanimate objects void of Buddha-nature,
Sow n...
Characteristics of High Performance Teams
Abstract: Based on significant research, Entelechy has defined characteristics of effective teams. Entelechy reviewed over 50 studies on high performance teams ...
Why Many Fat Free Diets Do Not Work
The relentless avoidance of fat - even of healthy unsaturated fat - is creating a troubling scenario for many individuals. Instead of losing weight when they g...
Prevent Diabetes Problems: Keep Your Diabetes Under Control
Must Read News on How to Prevent Diabetes!
Search Engines Rank Blogs Higher - Here is the Proof!
Nearly a year ago, I had started a business blog about a fictitious 'paper' startup company and named it "BusinessWorks Inc - A Dotcom in making". In this blog,...
Tips for a Great Recording Session
Making the most of your time in the recording studio.
The History of the Acai Berry
Learn where the Acai berry comes from, how it can dramatically improve your health, and why it has all of a sudden become so popular and frequently talked about...
Understanding The Operation Of Mobile Phone Networks
Understanding the operation of mobile phone networks
How To Unleash The Power Of Prayer
Here are some case histories of impossible situations that got turned around because the person chose to unleash the power of prayer rather than succumb to what...
How to Remodel A Small Bathroom
Not all bathrooms can be lavish spaces with whirlpool tubs and two separate vanities. For some bathrooms, space is at a premium and knocking out walls is not an...
Instant Messaging through Mobile Phones
How to connect to instant messenger networks such as MSN, Yahoo!, ICQ and AIM through todays mobile phones.
|
Print this page