An Evaluation for Making Sure Your Press Kit is Doing Its Job
A press kit can be an efficient and effective means for equipping the trade press with the information they need to write about your company and its products and services.
Press kits need to accomplish three goals with the information provided: [1] Establish Credibility in the Marketplace; [2] Define Expertise, and [3] Create the Imperative to Publish.
http://www.pressequalizer.com/?hop=pamperr... Fulfilling the following criteria ensures that your press kit is effectively doing its job.
1. APPEARANCE -- Does the press kit look like a press kit, or does it look more like a sales brochure or a new business pitch? Editors and reporters don't like to be sold to - they're interested in gathering newsworthy information.
2. LOGICAL ORGANIZATION -- Is the press kit organized in a logical, intuitive manner? Contact information should be easy to spot. New products and developments should come first.
3. EASE OF ACCESS -- Is the Press Kit folder and accompanying e-version easy to open and are the contents easy to find? Skip fancy fasteners on folders. Make sure CDs or flash drives are Apple friendly, since a lot of editors and their production staff use Apple computers.
4. EASY-TO-FIND CONTACT INFO -- Is it clear who the media should contact for more information AND for access to technical expertise or senior management?
5. LOGEVITY -- Are there resource/reference-oriented materials included to make the press kit useful beyond its initial purpose? Give the press kit value beyond your immediate objectives.
6. OBJECTIVELY-WRITTEN INFORMATION -- Is the information provided free of a sales- and marketing-oriented messages? Objective information is what the media wants and sharp editors will pass on materials that are "cleverly written" to sneak in a sales message.
7. PORTABILITY -- Is the press kit easy to handle and transport back to an editor's office? Don't pad folders with every sales brochure and spec sheet ever produced. More is not better.
8. NEWS WORTHINESS -- Is the press kit free of stuffer and only contain solid news value material?
see
http://www.pamperryonlinepr.com for more tips and tools!
http://www.pressequalizer.com/?hop=pamperr...
Posted By: Pam Perry
Monday, March 8th 2010 at 3:12AM
You can also
click
here to view all posts by this author...
