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Considering how important are the publicist's trade, has always amazed me how lousy almost all press kits truly. The typical press kit is a folder stuffed with hyperbole, hype, irrelevant information and worse filled. The vast majority of these monstrosities do little besides kill trees and clog newsroom bins.
The good news is that creating a press kit that actually works is not so difficult. Consider the elements of a press kit and excellent helpavoid some common pitfalls.
The psychology of a press kit
There are two basic rules for creating a good press kit:
Before the press exists to make life easier for you journalists not to sales and hype-entries. good journalists are journalists-centric - that is, they think from the perspective of the recipient, not the sender. Please take the time to learn what reporters need, and give them as simple, straightforward and user-friendly onepossible. Remember, advertising is not for you - they are journalists, what they need to create a strong story.
Everything in the second press release is the clincher for your support. Everything else will be ripped off. (To update a "thread" is my term for the distillation of a line or two of the advertisement. Is the writer version of the Universal Selling Proposition That marketers are still using to cook a product of the marketing message on his own.) You putYour pitch the clincher in the letter that the cover is cut printing and printing is used to realize and support your clincher. That's it. If the wire is that it has brought a radically new way of thinking about the market segment, then a backgrounder on your "old-fashioned commitment to excellence not only support your clincher, you can actually contradict each other.
The elements of a press kit
Cover: In my twenty years as a journalist, Inever met a single journalist who told me to cover a press release had the slightest influence on their decision whether to run a story. But still, thousands of companies spend on glossy paper, includes four color chart. Do not worry about it. A simple colored folder with the name imprinted on them will work well.
Some companies decide to print stickers with their logo and have to empty folder, the fine until the adhesives are applied correctly. In both cases,not obsessed about it - is what's inside that counts.
Letterhead: The first page of each item of kit should be printed on the letterhead. Some people prefer a special "News from the get (name of company)" letterhead, although once again, I doubt it really matters.
The release of lead: if you intend to support a press release, an event, a trend story or for other special purposes, that the issue of a set of messages should the first thing a journalist sees hiswhen you open the folder. These lead "releases" should be on the front right of the folder.
Backgrounder: This is the element of the kit, which also provided basic information to support your pitch. E 'in the form of a standard message-function (ie, in the third person, objective tone wrote). This is typically the longest element in a press kit, often go two or three pages. Because this job, take note something important: When a reporter readYour Backgrounder, you probably already interested in your diagram. If not, would not bother with him. Have you joined the Backgrounder and he can reel in the Need has two issues: "If the request contained in the pitch legitimate? Answer" and "Is there enough material for me to do a story?"
Your pitch letter (based on clincher) made a claim of any kind on you, your company or your product. They are the fastest, most advanced,hottest sale, bourgeois mentality, etc. Now you have to meet your needs. Your Backgrounder is where this happens. Demonstrate, by concrete examples, comments from third parties, the results of studies, etc. to support your pitch. If you claim that it has a tendency, here's where you put the statistics to back it up. If you claim that you have won more awards that no one else in town, here's where you describe. Do not deviate from the destination - Coilto convince the journalist that your request is legitimate.
The Backgrounder, too, that there is enough material evidence to support the request - and that is easy for journalists to access this information. Journalists do not have time for extensive testing for each piece to do. Provides door to websites, magazines, experts and other resources for your needs and help journalists complete story, you have a great advantage.
To write to a Backgrounder,play a role. Are you a journalist. Your editor sent a pitch letter, and said, "Write this" up. In this case, obviously, is to write your own pace. Even if you try it in written form, states that the game is essentially about you. Pretend you're an objective journalist. Track dig resources, statistics, expert interviews. Try a piece of credible, that the passage of the complaint proves valid and interesting for readers to create. If you can, you have a greatBackgrounder. If you're not, you can get at the time with a new division!
Bio: Only include bios of people who are relevant to the tone. A biography of your sales manager in a press kit designed to be a claim of superior technology support meaningless. A biography of the Head of R & D is valid. Keep BIOS short (three points maximum) and include only information on the field. The fact the head of R & D for twenty years at NASA, it is important that she loves golf and hastwo cats is not. Top of a bio: to show the legitimacy, the version cited or available for an interview, and to help craft the reporter a short description of the person writing the piece.
Fact Sheet: The board is to distill the entire press kit, a document "at a glance." To be brief, use bullets and headings in bold. For example, I could start with the title story: a repetition of the pitch point. could be the next positionWhy is it important, followed by some bullet points to put the field in a broader field (or perhaps even global) context. Finally, I would be right because (my company) is the heart of this life history: and run some key points taken from the Backgrounder to support my question. Put this card on the front left of the folder directly lead to the release. This type of paper is made incredibly vibrant and almost never handI created fashion. There are countless stories, because this style sold Fact Sheet and you can too.
Other: Completion of the kit with a company brochure and a photo or two is reasonable, but not get carried away. Keep your kit simple, stick to your tire and think like a journalist, not a marketer, and you did a first class press kit!
Thanks To : Proposition 8
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