Product images and logo available at high and low resolution.The Who, What, Where, How and Why delivered in clear, simple language.Breathtaking images that tell a visual story about the brand/collection.An interesting interview, Q&A of fun-facts type content piece about the brand founder.A traditional press release or feature-style article about the brand/collection.The key elements of a great press kit are: The tactile impression of a particular paper, the use of ribbon, scent and fabric, ink, etc can all be used to create a memorable impression. Make sure you are able to print out the main pieces of your kit for occasional the old school journalist or as part of a mailing. That said, don’t discount paper press kits completely. You can be much more creative when you explore the design possibilities of a virtual press kit – consider, for example, adding a welcome video or highlights reel. The great news is that while the contents may be the same – founder bios, seasonal line sheets, company fact sheet, an online press kit not only saves paper and cuts costs but it allows editors easy access to information when *they* want it. The press kit (or media kit) is often the media’s first in-depth experience of a brand, so it is essential that it express the brand identity while delivering all the essential information. Whether you make it digital, printable, stick it in a glossy folder, CD or memory stick, the foundation of many a successful PR campaign begins with one helluva press kit. With so much emphasis on new social tools, platforms and outreach strategies, we thought it high time to take a step back and explore some PR fundamentals.
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