A press kit is a vital press relations tool. Whilst it can be utilized to guide a particular event or promotional activity, it is most helpful in strategically positioning an organization or product. On a website, the "press room" may be the on-line equivalent of the traditional press kit.
More expansive and educational when compared to a press release, a press kit/room includes many different supporting materials from fact sheets to photographs. Their purpose is to supply a media connection with a plentiful supply of current and archived information that stories can be created.
Traditional press kits usually are presented in a custom binder or portfolio with the name, address, telephone number and logo of the business on the cover. On-line press rooms often contains links to pages which are often reached from other areas of the site. With regards to the industry, most companies use a variety of the two to meet up the wants of the press. 買新聞新聞稿撰寫新聞稿範例格式下載
It's vital that you regularly update press kits.
A press kit can include any or all of the following items:
o "Press releases" are the most frequent press communication tool. In a press kit, only current releases should be included. On-line you've the luxury of providing a press release archive to aid reporters in developing stories.
o "Backgrounders" might take a number of 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.
o A "Fact sheet" offers an "at a glance" bulleted overview of the organization. It is really a bullet listing of the organization's activity, key employees, services or products, etc.
o A "Calendar of Events" is self-explanatory.
o "Bio's" of significant leaders or key players within the business or, if it's an event, the celebrity attraction.
o A "Reviewer's Guide" is essential, particularly if you will have your product a part of a round-up with competitive products. It can cover your products strengths and weaknesses from the competition's in a factual manner. Or it can just cover your company's technical points.
o Photos can accurately present the impact of one's programs and services. Cause them to become interesting, pertinent, and personal. Avoid boring "check passing" events. In a normal press kit, black and whites can be utilized 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 manufactured obtainable in quickly downloadable compressed .gif, .tiff or .jpeg files.
o Position statements are helpful, specially if your organization features a political direction.
o A "Quote Sheet" provides five or six significant quotes which are approved for media use. It allows the reporter to flesh out an account and never having to interview plenty of people.
o "Brochures and newsletters" supply a reporter with "another look" at your organization. It is typical to add one or more issues of one's corporate newsletter in a press kit.
o It is useful to include examples of previously published articles ("clips") organization or programs to supply credibility and demonstrate the news-worthiness of one's organization's activities. Having an on-line press room, you can offer links to the media's own press page or supply a copy of this article on your own site. If you chose to do the latter, you MUST receive permission to reprint the article.
o Media should always be provided with a straightforward means with which to make contact with you. Make sure to include a contact number where they are able to contact you after business hours.
o Annual reports provide valuable background information. Forestracker新聞稿怎麼寫如何發布新聞
Remember, the objective of a press kit is always to let the exterior world in to the inner workings of one's organization. Paint a picture. Tell your story. And get it done all along with your audience's listening in mind. Speak for their listening. Do they wish to see your experience? Are they more interested in finding out your credentials? Or how well-known you're in your community? When you are clear about what your audience really wants to see from you, you are able to mix and match the aforementioned ingredients for maximum media coverage.