![]() ![]() In those cases, Waks will tailor a press kit to the journalist’s needs. “Some people have a very personalized request,” explained freelance media consultant Jono Waks. Though it’s crucial to ensure that any information you’re sharing is current, relevant, and true, that doesn’t mean you need to share every single identical detail with every journalist. In this way, you invite ongoing interaction and allow potential clients or partners to see the different facets of your brand. Support your press kits with great content: If earned media is your ultimate goal, you might want to consider creating fun content that lives someplace other than your press kit.Avoid jargon, grammatical errors, and stay consistent in style: When in doubt, follow AP style to be on the safe side.Follow standard journalistic style in writing: For DePalma, that means featuring all the standard five W’s (who, when, what, where, why).DePalma says that you never want to leave journalists “digging to find facts vs. Be neutral and informative: Now isn’t the time to dazzle prospective readers with wordplay.And if in theory, you can put all that information on one page with what amounts to a big flashing arrow that says press look here, that’s the goal.” 4 press kit creation best practices Let me be able to look at it so I don’t have to think about it. “The key is can you get enough stuff that gives you the information that the reporter needs for what they’re doing. “Make it a one-pager with everything about your company include your history, your top management, whatever.” In fact, brevity is better. “The key to a press kit is to be useful,” said Peter Shankman, a corporate keynote speaker and entrepreneur who also happens to be the guy who founded HARO (Help A Reporter Out, a resource for journalists looking for sources).Īnd your press kit doesn’t have to be extensive. If someone asks to see your media kit, that is a hot prospect seeking a solution to reach an audience.” Make your press kit this one thing above all… The best ones also offer examples of different ad specifications.Īnd if it helps to understand the subtleties, she says to think of a media kit as a “sales lead generator for a publisher or influencer. DePalma explains that the reason for including audience reach and audience demographic information is “to help potential advertisers and sponsors understand the value of investing with the platform.”ĭePalma also said that “most outlets and influencers have multiple properties, so it’s helpful for the media kit to identify website monthly traffic, print readers, social media followers and newsletter subscribers.” DePalma noted that she likes to see an editorial calendar in media kits. media kits is that a media kit might contain a lot of hard facts and figures and everything from the number of followers to the way that translates to ad pricing. ![]() A media kit is something that a publisher or influencer creates to help potential advertisers and sponsors understand the editorial mission and reach of the media outlet or influencer community.”Īnother difference between press kits vs. More than that, “It contains written information such as press releases, fact sheets, backgrounders or reports as well as graphic elements such as images, charts, and video.” So, does it differ from a media kit? Yes and no.Īs DePalma explains it, while the term media kit “is sometimes used interchangeably with a press kit, I would consider a media kit something different. “A press kit helps a journalist tell a story,” said Nora DePalma, President, and CEO of Dialogue:, a public relations firm. How do you create successful press kits or media kits? Well, first, you determine what your goals are and then factor in details, including what you need to provide to attract, impress, or inform.īefore we get into the winners of the medium, along with some things you should never do, it would probably help to define just exactly what press kits versus media kits are, and why you need to create them. ![]()
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