Understanding Media Kits, Press Kits, Brand Kits.. and the One Sheet.

1. Understanding the “Kits”
Media Kits, Press Kits, and more kits..
What are they?

2. The “Kits”
• Media Kit
• Press Kit
• Electronic Press Kit
• Brand Kit (also Branding Kit; Identity Kit)
• One Sheet

3. Media Kit Definition
• One of the best definitions out there is found at
http://www.directcontactpr.com/free-
articles/article.src?ID=79
• “A media kit is a package of information
specifically designed to capture the media's
attention” (Direct Contact PR).

4. Media Kit Purpose
• It helps to have the objectives (what
attention you want).
• Create the media kit to encourage
the accomplishment of those
objectives.

5. Media Kit Purpose
The media kit is about the brand,
the person, the company.

6. Media Kit Example Items
The contents are dependent on your
objective

7. Soliciting Advertisers?
• Looking to get
sponsors and
advertisers?

8. • … Include Traffic
Statistics …
• Appealing stats
for an advertiser

9. Looking for Media Coverage?
• Looking to get
opportunities to
talk about yourself
on a podcast or TV
Show?

10. • Include
Impressive
Snapshots of
Past Impressive
Media Coverage.

11. Reverse Engineer It!
The key, for media kits, is to
figure out what your
objective is and present that
via the .

12. Media Kit Resource Links
• http://www.directcontactpr.com/free-
articles/article.src?ID=79
• http://www.wearebranch.com/10-things-to-
include-in-your-media-kitand-why-every-small-
business-needs-one/
• http://www.entrepreneur.com/article/57260

13. Press Kit
• Press Kits have been
around for quite awhile
(even before the
internet!).
• They answer WHO,
WHAT, WHERE.
• Used for news, product
launches, events….

14. Press Kit
Press Kits can
include some of
the same things as
Media Kit, but are
focused on the
item for press.

15. Press Kit Example
• In your press kit, include information, head
shots, biographies…
• … any components that the Press can easily
insert into their content.

16. Press Kit Resource Links
• Difference between press kit and media kit:
• http://www.ehow.com/list_7690039_differen
ces-between-media-press-kits.html

17. Electronic Press Kit
• Whereas press kits used to be mailed and
handed out, electronic press kits are available
online
• Within the Electronic Press Kit (EPK) there are
downloadable media items that the press can
use.

18. Electronic Press Kit Example
• Musicians use EPKs heavily.
• The WHO part of the musician’s EPK is the
musician and getting gigs.
• http://www.reverbnation.com/rpk/deborahe
• (Called an RPK for Reverbnation Press Kit)

19. Electronic Press Kit Example
In the Reverbnation example, there are options to customize what is
shown in the Electronic Press Kit.
(http://www.reverbnation.com/rpk/deborahe)

20. Electronic Press Kit Example
Another example is that the EPK should allow for downloadable high
resolution images, for use in press and media pieces.
(http://www.reverbnation.com/rpk/deborahe)

21. Brand (or Identity) Kit
• A brand or identity kit is like a press kit that
meets a style guide.
• It includes things like the colors used in your
site; logos; and more.
• It can include some of the elements that are in
other kits.

22. Uses for the Brand Kit
• The Brand Kit is useful within an organization
(i.e. to ensure all of the graphics properly
reflect the brand).
• Provide the Brand Kit to contractors, like
graphic designers.

23. Brand Kit Terminology
• A more accurate term is “Identity Kit.”
• Brand refers to the perception about the
company.
• Identity reflects the specifics of the logo, etc.
• It really should be “Identity Kit” but “Brand
Kit” tends to resonate with people.

24. Brand Kit Example
• This article pulls it all together to demonstrate
how to put the brand kit together:
http://filecamp.com/brand-guidelines/

25. Brand Kit Resources
• https://www.smartimage.com/contents-brand-
identity-kit/
• http://filecamp.com/brand-guidelines/
• Understanding Brand versus Identity:
http://www.takeflightgraphics.com/tfg_articles_b
randing.htm

26. The “One Sheet”
• The “One Sheet” is a promotion piece that
takes all of the components of the “kit” and
puts it on one sheet.
• Made popular, and often used by,
entertainers.
• Now utilized by other industries.

27. “One Sheet”
• While the origins of the “One Sheet” included
newspaper clippings and was a printed piece,
you can make a digital version
• Keep it short enough to be “One Sheet” (or it
becomes a kit.
• (Not used for the brand or identity kit)

28. “One Sheet”
• You can…
–Turn your into a “One Sheet.”
–Turn your into a “One Sheet.”
• The idea is to WOW them with that One Sheet

29. “One Sheet” Resources
• http://communicateskills.com/2013/01/07/ho
w-to-create-a-strong-one-sheet-for-yourself-
or-your-business/
• http://www.newincite.com/one-sheets/14-
dos-and-donts-of-marketing-one-sheets/
• Coming Soon  http://www.onesheet.com

30. Let’s Review
• Media Kit –
• Press Kit –
• Electronic Press Kit –
• Brand Kit –
• One Sheet –

31. Let’s Review
• Media Kit – .
• Press Kit –
• Electronic Press Kit –
• Brand Kit –
• One Sheet –

32. Let’s Review
• Media Kit – About the person or brand.
• Press Kit – .
• Electronic Press Kit –
• Brand Kit –
• One Sheet –

33. Let’s Review
• Media Kit – About the person or brand.
• Press Kit – About the event or launch.
• Electronic Press Kit –
.
• Brand Kit –
• One Sheet –

34. Let’s Review
• Media Kit – About the person or brand.
• Press Kit – About the event or launch.
• Electronic Press Kit – electronic version.
• Brand Kit – .
• One Sheet –

35. Let’s Review
• Media Kit – About the person or brand.
• Press Kit – About the event or launch.
• Electronic Press Kit – electronic version.
• Brand Kit – Keeping the brand identity consistent.
• One Sheet –
.

36. Let’s Review
• Media Kit – About the person or brand.
• Press Kit – About the event or launch.
• Electronic Press Kit – electronic version.
• Brand Kit – Keeping the brand identity consistent.
• One Sheet – One printed or digital sheet that WOWs.

37. Create YOUR Kit or Kits

38. Presented by…
Deborah Anderson
Writer, Show Host,
and Social Strategist
www.SocialWebCafe.com
www.SocialWebCafe.TV

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