Posts Tagged ‘press kit’
Say no to printed media kits
I believe in facilitating a one-to-one relationship for my clients with their customers. Knowing what customers think and how they use your product is important. The only way to know this is to have an ongoing conversation and dialogue.
The same is true for the media, meaning editors, journalists, bloggers and producers. Many times I’ve have prospective clients tell me that they’d like to create press kits that they can send out broadcast style. To which I say no. I agree with HARO’s Peter Shankman whose number one mantra is “pitch on topic” to which I say, “Amen.”
The same thought is just as valid when it comes to distribution of media or press kits. Research, target and then pitch. Use a PR rifle, not the old shotgun.
These days, everyone is green. So, it only makes sense to have an online media kit to which you can direct interested journalists. It should include copies of all media releases, video releases, high resolution photos of product(s) and key staff personnel, bios/backgrounders on all key personnel, fact sheets, and links to recent clips.
When pitching, give the pitch and direct the editor to the online kit. Most can’t accept attachments. When they do accept attachments, make sure you know what type they prefer. Some don’t want PDFs because they can’t copy and paste from them as easily as from a .txt document or a MS Word document. My practice is to ask what the editor prefers and then to provide them that exactly as they request it.
Our whole job is to make the journalists’ job easier. To give them targeted information about what they want, when they want it, the way that they want it.
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Posted in public relations | 
Tags: editors, HARO, journalists, media, Peter Shankman, pitching, PR, press, press kit, public relations, release
