Create a media kit
•
0 likes•50 views
The document discusses how to create an effective media kit to promote publicity and media coverage. It notes that a media kit aims to provide journalists with convenient packaged information to help meet deadlines. An effective media kit includes engaging content like press releases, organization facts, printable materials like photos and bios, digital content, and samples. It should reflect the targeted organization, media, and ultimate audience. Typical parts include a press release, organization details, printable content, digital content, sales information, and samples. The goal is to encourage direct use of materials and foster mutually beneficial relationships with journalists.
Report
Share
Report
Share
Download to read offline
Recommended
Media kit basics
The document provides guidance on creating an effective media kit to promote publicity and media coverage. It discusses that the goals of a media kit are to 1) package relevant information in an organized and convenient way for journalists, 2) provide engaging content that journalists can directly use in their articles, and 3) help journalists meet deadlines by including "canned" materials. It recommends including standard items like press releases, company background, product information, recent press coverage, photos/videos, and sample articles. The writing style should be tailored based on the target client/audience, format, and purpose. An effective media kit makes it easy for journalists to find and use content.
Chapter 7 PUBLIC RELATION
This document discusses publicity and media relations. It defines publicity as information about an event, individual, group or product disseminated through news media to attract favorable public notice. Publicity is gained by dealing directly with media through initiating communication or reacting to inquiries. Some key publicity tools discussed include news releases, special events, press conferences, and media interviews. The document also covers important media categories like newspapers, magazines, radio, television and their characteristics. It emphasizes the importance of good media relations and following rules like being honest, providing newsworthy stories, and not pressuring media.
Coverage of events
The document provides guidance on planning effective coverage of events through public relations efforts, including assessing the type of event, developing a strategic PR campaign and media plan, engaging media outlets, documenting the event through photos and videos, and monitoring media coverage and public feedback post-event. Key recommendations include creating a press list and advisory, conducting research, clearly defining goals, identifying media targets, and designating a media liaison to track coverage.
2 c
Digital images are used for a variety of purposes across different media. In newspapers and magazines, images are used to inform the public and provide context to stories through photos and graphics. For posters and advertisements, images aim to promote products, services, and events in an eye-catching way to attract attention and convey key messages. Photographers are hired to capture impactful moments at sports events and rallies to share on television and online. Photojournalism uses images to tell stories and communicate news visually in magazines. The music and gaming industries also employ photographers to take photos for album and game covers to help increase sales and marketing.
A2 Lesson Recap
Music videos promote artists and bands by showing them performing songs, which increases demand for their music and differentiates them from other musical acts. Videos entertain audiences through interesting visuals that accompany the music and bring the lyrics to life. They can build a fanbase by creating a subculture of fans who share a common interest in a particular artist or genre of music.
Onm
Facebook offers different advertising opportunities to target specific audiences through demographic and psychographic variables. Advertisements can appear on the homepage, sidebar, and logout process. Targeting options include broad, location-based, and interest/behavior-based audiences. The goals of Facebook ads are to increase awareness, attention, followers, engagement, traffic, and community.
Presentation1
My media product would likely be distributed by IPC Media Group, a leading UK publisher that distributes over 80 magazines. IPC has experience distributing similar magazines to my proposed music magazine, like NME, and they could apply techniques from publishing NME to distribute my product as well. However, producing a magazine too similar to an existing IPC product would be risky. My product would be advertised using popular social media websites, radio, television music channels, and posters, matching how similar magazines promote themselves to large, mainstream audiences.
Em mktg
This document provides an overview of advertising and public relations. It defines advertising as a paid, non-personal message through a medium. Advertisements have 4 key features - a verbal/visual message, an identified sponsor, delivery through a medium, and payment by the sponsor. The document also discusses types of advertising, developing advertising campaigns, creating messages, selecting media, and developing a media strategy. Finally, it defines public relations as managing publicity and image, and discusses forms of publicity like press conferences and event sponsorships.
Recommended
Media kit basics
The document provides guidance on creating an effective media kit to promote publicity and media coverage. It discusses that the goals of a media kit are to 1) package relevant information in an organized and convenient way for journalists, 2) provide engaging content that journalists can directly use in their articles, and 3) help journalists meet deadlines by including "canned" materials. It recommends including standard items like press releases, company background, product information, recent press coverage, photos/videos, and sample articles. The writing style should be tailored based on the target client/audience, format, and purpose. An effective media kit makes it easy for journalists to find and use content.
Chapter 7 PUBLIC RELATION
This document discusses publicity and media relations. It defines publicity as information about an event, individual, group or product disseminated through news media to attract favorable public notice. Publicity is gained by dealing directly with media through initiating communication or reacting to inquiries. Some key publicity tools discussed include news releases, special events, press conferences, and media interviews. The document also covers important media categories like newspapers, magazines, radio, television and their characteristics. It emphasizes the importance of good media relations and following rules like being honest, providing newsworthy stories, and not pressuring media.
Coverage of events
The document provides guidance on planning effective coverage of events through public relations efforts, including assessing the type of event, developing a strategic PR campaign and media plan, engaging media outlets, documenting the event through photos and videos, and monitoring media coverage and public feedback post-event. Key recommendations include creating a press list and advisory, conducting research, clearly defining goals, identifying media targets, and designating a media liaison to track coverage.
2 c
Digital images are used for a variety of purposes across different media. In newspapers and magazines, images are used to inform the public and provide context to stories through photos and graphics. For posters and advertisements, images aim to promote products, services, and events in an eye-catching way to attract attention and convey key messages. Photographers are hired to capture impactful moments at sports events and rallies to share on television and online. Photojournalism uses images to tell stories and communicate news visually in magazines. The music and gaming industries also employ photographers to take photos for album and game covers to help increase sales and marketing.
A2 Lesson Recap
Music videos promote artists and bands by showing them performing songs, which increases demand for their music and differentiates them from other musical acts. Videos entertain audiences through interesting visuals that accompany the music and bring the lyrics to life. They can build a fanbase by creating a subculture of fans who share a common interest in a particular artist or genre of music.
Onm
Facebook offers different advertising opportunities to target specific audiences through demographic and psychographic variables. Advertisements can appear on the homepage, sidebar, and logout process. Targeting options include broad, location-based, and interest/behavior-based audiences. The goals of Facebook ads are to increase awareness, attention, followers, engagement, traffic, and community.
Presentation1
My media product would likely be distributed by IPC Media Group, a leading UK publisher that distributes over 80 magazines. IPC has experience distributing similar magazines to my proposed music magazine, like NME, and they could apply techniques from publishing NME to distribute my product as well. However, producing a magazine too similar to an existing IPC product would be risky. My product would be advertised using popular social media websites, radio, television music channels, and posters, matching how similar magazines promote themselves to large, mainstream audiences.
Em mktg
This document provides an overview of advertising and public relations. It defines advertising as a paid, non-personal message through a medium. Advertisements have 4 key features - a verbal/visual message, an identified sponsor, delivery through a medium, and payment by the sponsor. The document also discusses types of advertising, developing advertising campaigns, creating messages, selecting media, and developing a media strategy. Finally, it defines public relations as managing publicity and image, and discusses forms of publicity like press conferences and event sponsorships.
E guide to the lifestyle press release
The mononews e-Guide to the Lifestyle Press Release* provides a comprehensive summary, with clear and actionable steps, to produce the best possible lifestyle press release for today’s environment
Coverage of events
The document provides guidance on planning effective coverage of events through public relations efforts by outlining strategies for assessing the type of event, developing a PR campaign and media strategy, engaging media outlets, maintaining coverage through social media, and evaluating the results of the event coverage. Key recommendations include creating a press list and materials, conducting research, setting goals, pitching to media, and designating a media liaison to monitor coverage. The overall aim is to generate awareness of an organization or issue through attracting and maintaining media interest in events.
COVERAGE OF EVENTS
The document provides guidance on planning effective coverage of events through public relations efforts by outlining strategies for assessing the type of event, developing a PR campaign and media strategy, engaging media outlets, maintaining coverage through social media, and evaluating the results of the event coverage. Key recommendations include creating a press list and materials, conducting research, setting goals, pitching to media, and designating a media liaison to monitor coverage. The overall aim is to generate awareness of an organization or issue through strategic event coverage and publicity.
Coverage of events
This slide shows how best Institutions/Organizations can engage the media to cover your program, which will yield and generate public attention and trust for your outfits
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...THE HANG SENG UNIVERSITY OF HONG KONG
The document discusses best practices for managing media relations for events and crisis communications, including identifying publicity needs, partnering with media, and providing media services for events. It also covers identifying and managing risks before a crisis occurs, developing messaging and spokesperson strategies, and organizing emergency media activities. The presentation provides examples and recommendations for effectively working with media during both regular events and crisis situations.Media Skills 2014: Week 8
This document discusses best practices for creating effective media kits to publicize events or announcements. It recommends including a variety of materials centered around a media release, such as fact sheets, biographies, and promotional items. Backgrounders and profiles should provide additional relevant information for journalists. Media kits work best when materials are carefully selected, consistent in style, and don't contain too much information. Online media kits are also effective if well-organized and regularly updated. The document also provides tips for pitching feature stories and contacting journalists.
Media relation
The document discusses media relations and the relationship between journalists and public relations practitioners. It provides definitions of media relations and explains the importance of media relations in disseminating information to target audiences. The document then compares journalists and PR practitioners, noting they have different goals and use different channels and components in their work. It also discusses the mutual dependence between journalists and PR practitioners and tips for building positive relationships. The remainder of the document outlines various media types used in public relations like newspapers, magazines, radio, television, online news services, and social media. It also discusses strategies for preparing for and working with the media, including researching media outlets and planning publicity.
Using PR To Promote Your Dealership - OFDA Conference 2008
A great powerpoint from a presentation at the OFDA Conference in New Orleans Nov. 2008. This will help you promote your Office Furniture Dealership. Thanks to Johanna Hoffman for providing this to OFDA.
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press kits aren't just for multi-national corporations; every company--large or small--can use press kits to introduce themselves to the media with the goal of getting the coveted coverage only a few receive. Most companies don't take full advantage of press kits, leaving the door wide open for those that do.
Day 4_PublicAwarenessPresentation
This document provides information and guidance on different media tools that can be used for public awareness of assessment results. It discusses traditional media tools like press kits, media contacts, press releases, press conferences, and media advisories. It also covers new media tools such as blogs, social media platforms like Twitter and Facebook, LinkedIn, YouTube, and email newsletters through MailChimp. For each tool, it provides details on what it is, when and how it can be used effectively to disseminate information about learning assessment results and reports.
Pr 101
The document discusses the goals and audiences of public relations efforts for the Federation, including communicating the value of the Federation and engaging the Jewish and Greater Cincinnati communities. It defines PR as promoting goodwill between an organization and the public and outlines common PR tools like social media, blogs, news releases, and video. The document also provides an example of a successful PR campaign that increased traffic to an article and suggests trends for 2015 like focusing on content and visual storytelling.
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media planning involves selecting appropriate media outlets to place advertisements to achieve marketing objectives. A media planner evaluates options and develops campaigns. Key aspects of media planning include properly selecting media based on the target audience and objectives, allocating budgets, and indicating periods of focus. A media planner's role is to create a coordinated advertising plan within budget. Their job is to decide where, when and how often to place ads to optimize client budgets.
Media & Public Relations
The document discusses strategies for effective media relations. It outlines that maintaining good relationships with media is important for organizations to get free publicity. Some key strategies discussed are researching appropriate media outlets, developing press kits, issuing press releases about newsworthy events and announcements, inviting media to events, and designating spokespeople to represent the organization in media. It also discusses elements of an effective media relations policy and the roles and responsibilities of PR practitioners in implementing successful media strategies.
Media kit
A media kit contains key information about a company, product, or publication to promote it to potential advertisers. It typically includes a company biography, audience statistics, details about the publication such as frequency and distribution, advertising rates, and samples. The goal is to provide all relevant information needed for an advertiser to understand the opportunity in one consolidated package. Sample media kits can be found on the websites listed at the end.
Media and business
Media and Business discusses how businesses can engage with the media to promote themselves. It recommends (1) researching media outlets and building a contact database, (2) using this database to send targeted press releases that follow the who, what, where, when, why, how structure, and (3) having a communication strategy prepared to answer potential questions clearly and concisely. Engaging with journalists through guest articles and press releases can help businesses share their message and vision with a wider audience.
Lecture 2 - Planning
The document provides an overview of advertising planning. It discusses key aspects of planning including the creative strategy, media strategy, budget, and timeline. The creative strategy establishes the advertising goals and message. The media strategy selects appropriate media technologies to reach the target audience. The budget allocates money across selected media options. The timeline is an action plan that schedules all campaign phases and tasks. The document emphasizes that thorough planning is essential for an effective advertising campaign.
Understanding of News release for an event (1).pptx
Welcome to PRWires, your premier destination for understanding news releases for events. Our platform offers comprehensive insights into the dynamics of crafting impactful press releases for your events. From understanding the key components of a compelling news release to mastering the art of distribution, we equip you with the knowledge and tools needed to effectively communicate your event's message to the world.
Public relations planning
The document provides guidance on creating a public relations plan to promote a local lithography club. It discusses conducting a situation analysis to understand strengths, weaknesses and perceptions. It also recommends establishing measurable objectives and identifying target audiences. The plan should shape the club's desired image and use tools like news media and events to effectively reach audiences. Guidelines are provided for developing publicity, working with media, and implementing the communications plan.
Understanding Press Release Newswire Services (1).pptx
This presentation provides a comprehensive overview of press release newswire services. It covers key concepts, benefits, and strategies for effectively utilizing these services to distribute news and information. Attendees will gain insights into how newswires work, the importance of targeting the right audience, and best practices for crafting impactful press releases. This guide is essential for anyone looking to enhance their media outreach and maximize the visibility of their announcements.
Media Types.pptx
The document discusses various types of media used for advertising purposes. It covers print media like newspapers and magazines, broadcast media like television and radio, and digital media like social media, email and billboards. For each medium, it provides advantages and disadvantages from an advertiser's perspective in targeting audiences and generating responses.
Plan a social media campaign
This document outlines the grading criteria for planning a social media campaign as part of a larger public relations campaign. It includes 21 elements across overview and main elements sections related to defining objectives and goals, understanding the current social media situation, identifying the target market, improving accounts, learning from competition, deciding on content balance and priority platforms, branding, launching across platforms, and linking to other marketing efforts. Achieving completeness across these elements will be graded on a scale of 1 to 5 for a total possible score.
Photography
Photographs can tell stories without words by leading readers through the copy in distinct elements and to important parts or larger points. Strong photographs have simplicity, focus the eye with cropping and placement, imply relationships or meaning, and use technical qualities like lighting to increase interest. While static, photographs can suggest change, motion, personality, and relationships to persuade readers. Powerful photos lead the eye, imply stories, use simplicity and framing, show human interest, and freeze moments in time.
More Related Content
Similar to Create a media kit
E guide to the lifestyle press release
The mononews e-Guide to the Lifestyle Press Release* provides a comprehensive summary, with clear and actionable steps, to produce the best possible lifestyle press release for today’s environment
Coverage of events
The document provides guidance on planning effective coverage of events through public relations efforts by outlining strategies for assessing the type of event, developing a PR campaign and media strategy, engaging media outlets, maintaining coverage through social media, and evaluating the results of the event coverage. Key recommendations include creating a press list and materials, conducting research, setting goals, pitching to media, and designating a media liaison to monitor coverage. The overall aim is to generate awareness of an organization or issue through attracting and maintaining media interest in events.
COVERAGE OF EVENTS
The document provides guidance on planning effective coverage of events through public relations efforts by outlining strategies for assessing the type of event, developing a PR campaign and media strategy, engaging media outlets, maintaining coverage through social media, and evaluating the results of the event coverage. Key recommendations include creating a press list and materials, conducting research, setting goals, pitching to media, and designating a media liaison to monitor coverage. The overall aim is to generate awareness of an organization or issue through strategic event coverage and publicity.
Coverage of events
This slide shows how best Institutions/Organizations can engage the media to cover your program, which will yield and generate public attention and trust for your outfits
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...THE HANG SENG UNIVERSITY OF HONG KONG
The document discusses best practices for managing media relations for events and crisis communications, including identifying publicity needs, partnering with media, and providing media services for events. It also covers identifying and managing risks before a crisis occurs, developing messaging and spokesperson strategies, and organizing emergency media activities. The presentation provides examples and recommendations for effectively working with media during both regular events and crisis situations.Media Skills 2014: Week 8
This document discusses best practices for creating effective media kits to publicize events or announcements. It recommends including a variety of materials centered around a media release, such as fact sheets, biographies, and promotional items. Backgrounders and profiles should provide additional relevant information for journalists. Media kits work best when materials are carefully selected, consistent in style, and don't contain too much information. Online media kits are also effective if well-organized and regularly updated. The document also provides tips for pitching feature stories and contacting journalists.
Media relation
The document discusses media relations and the relationship between journalists and public relations practitioners. It provides definitions of media relations and explains the importance of media relations in disseminating information to target audiences. The document then compares journalists and PR practitioners, noting they have different goals and use different channels and components in their work. It also discusses the mutual dependence between journalists and PR practitioners and tips for building positive relationships. The remainder of the document outlines various media types used in public relations like newspapers, magazines, radio, television, online news services, and social media. It also discusses strategies for preparing for and working with the media, including researching media outlets and planning publicity.
Using PR To Promote Your Dealership - OFDA Conference 2008
A great powerpoint from a presentation at the OFDA Conference in New Orleans Nov. 2008. This will help you promote your Office Furniture Dealership. Thanks to Johanna Hoffman for providing this to OFDA.
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press kits aren't just for multi-national corporations; every company--large or small--can use press kits to introduce themselves to the media with the goal of getting the coveted coverage only a few receive. Most companies don't take full advantage of press kits, leaving the door wide open for those that do.
Day 4_PublicAwarenessPresentation
This document provides information and guidance on different media tools that can be used for public awareness of assessment results. It discusses traditional media tools like press kits, media contacts, press releases, press conferences, and media advisories. It also covers new media tools such as blogs, social media platforms like Twitter and Facebook, LinkedIn, YouTube, and email newsletters through MailChimp. For each tool, it provides details on what it is, when and how it can be used effectively to disseminate information about learning assessment results and reports.
Pr 101
The document discusses the goals and audiences of public relations efforts for the Federation, including communicating the value of the Federation and engaging the Jewish and Greater Cincinnati communities. It defines PR as promoting goodwill between an organization and the public and outlines common PR tools like social media, blogs, news releases, and video. The document also provides an example of a successful PR campaign that increased traffic to an article and suggests trends for 2015 like focusing on content and visual storytelling.
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media planning involves selecting appropriate media outlets to place advertisements to achieve marketing objectives. A media planner evaluates options and develops campaigns. Key aspects of media planning include properly selecting media based on the target audience and objectives, allocating budgets, and indicating periods of focus. A media planner's role is to create a coordinated advertising plan within budget. Their job is to decide where, when and how often to place ads to optimize client budgets.
Media & Public Relations
The document discusses strategies for effective media relations. It outlines that maintaining good relationships with media is important for organizations to get free publicity. Some key strategies discussed are researching appropriate media outlets, developing press kits, issuing press releases about newsworthy events and announcements, inviting media to events, and designating spokespeople to represent the organization in media. It also discusses elements of an effective media relations policy and the roles and responsibilities of PR practitioners in implementing successful media strategies.
Media kit
A media kit contains key information about a company, product, or publication to promote it to potential advertisers. It typically includes a company biography, audience statistics, details about the publication such as frequency and distribution, advertising rates, and samples. The goal is to provide all relevant information needed for an advertiser to understand the opportunity in one consolidated package. Sample media kits can be found on the websites listed at the end.
Media and business
Media and Business discusses how businesses can engage with the media to promote themselves. It recommends (1) researching media outlets and building a contact database, (2) using this database to send targeted press releases that follow the who, what, where, when, why, how structure, and (3) having a communication strategy prepared to answer potential questions clearly and concisely. Engaging with journalists through guest articles and press releases can help businesses share their message and vision with a wider audience.
Lecture 2 - Planning
The document provides an overview of advertising planning. It discusses key aspects of planning including the creative strategy, media strategy, budget, and timeline. The creative strategy establishes the advertising goals and message. The media strategy selects appropriate media technologies to reach the target audience. The budget allocates money across selected media options. The timeline is an action plan that schedules all campaign phases and tasks. The document emphasizes that thorough planning is essential for an effective advertising campaign.
Understanding of News release for an event (1).pptx
Welcome to PRWires, your premier destination for understanding news releases for events. Our platform offers comprehensive insights into the dynamics of crafting impactful press releases for your events. From understanding the key components of a compelling news release to mastering the art of distribution, we equip you with the knowledge and tools needed to effectively communicate your event's message to the world.
Public relations planning
The document provides guidance on creating a public relations plan to promote a local lithography club. It discusses conducting a situation analysis to understand strengths, weaknesses and perceptions. It also recommends establishing measurable objectives and identifying target audiences. The plan should shape the club's desired image and use tools like news media and events to effectively reach audiences. Guidelines are provided for developing publicity, working with media, and implementing the communications plan.
Understanding Press Release Newswire Services (1).pptx
This presentation provides a comprehensive overview of press release newswire services. It covers key concepts, benefits, and strategies for effectively utilizing these services to distribute news and information. Attendees will gain insights into how newswires work, the importance of targeting the right audience, and best practices for crafting impactful press releases. This guide is essential for anyone looking to enhance their media outreach and maximize the visibility of their announcements.
Media Types.pptx
The document discusses various types of media used for advertising purposes. It covers print media like newspapers and magazines, broadcast media like television and radio, and digital media like social media, email and billboards. For each medium, it provides advantages and disadvantages from an advertiser's perspective in targeting audiences and generating responses.
Similar to Create a media kit (20)
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...
OUHK Comm6024 - lecture 7 media relations in event management and crisis comm...
Using PR To Promote Your Dealership - OFDA Conference 2008
Using PR To Promote Your Dealership - OFDA Conference 2008
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Understanding of News release for an event (1).pptx
Understanding of News release for an event (1).pptx
Understanding Press Release Newswire Services (1).pptx
Understanding Press Release Newswire Services (1).pptx
More from couperjohn
Plan a social media campaign
This document outlines the grading criteria for planning a social media campaign as part of a larger public relations campaign. It includes 21 elements across overview and main elements sections related to defining objectives and goals, understanding the current social media situation, identifying the target market, improving accounts, learning from competition, deciding on content balance and priority platforms, branding, launching across platforms, and linking to other marketing efforts. Achieving completeness across these elements will be graded on a scale of 1 to 5 for a total possible score.
Photography
Photographs can tell stories without words by leading readers through the copy in distinct elements and to important parts or larger points. Strong photographs have simplicity, focus the eye with cropping and placement, imply relationships or meaning, and use technical qualities like lighting to increase interest. While static, photographs can suggest change, motion, personality, and relationships to persuade readers. Powerful photos lead the eye, imply stories, use simplicity and framing, show human interest, and freeze moments in time.
Feature storytelling
This document provides guidance on techniques for writing feature stories. It discusses using narrative and descriptive techniques to tell a story with a clear theme. Some key points covered include focusing the story, using vivid details and dialogue, setting the scene, and structuring the story with a beginning, middle and end. The document also provides examples of how to approach interviewing sources and self-reflecting on the best way to present the information and fit one's own perspective into the narrative.
Event plan
The document outlines an event plan with sections for pre-event preparation, on the day activities, and after the event. It includes developing a budget and marketing plan, selecting a venue, booking entertainment, applying for permits, managing risk, and planning for traffic, food vendors, site preparation, cleaning, and evaluation.
Credibility in writing
This document discusses different types of credibility that can be leveraged in persuasive writing. It provides 20 examples of credibility variations including factual, confidence, technical, visual, convention, identity, logical, authoritative style, social, emotional, rejection, aspirational, comparative, liking, position, expertise, and assignment credibility. The document suggests using two or three credibility variations together for maximum effectiveness and provides advertising examples for Crest toothpaste that demonstrate different credibility approaches.
Creativity in writing
This document provides an overview of creative writing for public relations and advertising. It discusses that creativity involves making new connections between familiar elements in unusual ways. Creativity catches attention and forms new mental and emotional connections. The document gives tips for professionals such as using smaller teams, getting different perspectives, and looking at other creative works. It also discusses that creativity does not always work and can confuse or offend. Effective videos and stunts are provided as examples. Overall, the document outlines how to develop creativity through techniques like idea mapping, playing with opposites, and vivid language.
Creativity
This document discusses creativity and provides information on what creativity is, how it works, examples of creativity, how people respond to creativity, how play is important to creativity, what can block creativity, why being creative is important, how to evaluate and develop creativity. It addresses topics such as intuition, invention, humor, fear of failure, heuristics, analytics, separating the creator from the editor, and techniques to spark creativity.
Concision
The document discusses concise writing and provides 13 tips for writing concisely. It defines concision as conveying the most meaning using the fewest words. Concise writing is stronger, clearer, and more memorable. It wastes less of the reader's time and attention. The tips include using specific words, challenging every word's value, combining sentences, using phrases over clauses and words over phrases, minimizing intensifiers and "there is" phrases, writing what readers will assume, starting with the subject, using active verbs, minimizing adverbs and adjectives, using the shortest forms of words and phrases, and using everyday words when possible.
Building story ideas
This document provides tips for building strong story ideas in a methodical way. It recommends deciding on a topic and intended audience first. Then identify secondary connections from sources, angles, observations, or gaps. Next, determine the intended impact on the audience, such as surprise or understanding, to guide the tone. The central connection should be used to structure the lead, opening, and closing. Finally, decide on the main takeaway idea to thread the information and ideas together coherently.
Broadcast scripts
The document provides guidance on writing scripts for public relations and advertising broadcasts. It discusses various script formats for different types of broadcasts like news, drama, live events for TV and radio. It emphasizes that scripts should achieve clarity, impact, and involvement. It also provides tips for crafting scripts, such as keeping them concise, using vivid language, and following a logical sequence. The document outlines different aspects to consider like core messages, style, music, locations, and information to include. It also discusses script writing steps from initial discussions to distribution.
Persuasion (2)
This document summarizes key principles of persuasion, including that it involves influencing others' attitudes through information, emotion, and alignment. Context and credibility of the persuader affect persuasiveness. People are more likely to be persuaded by those they identify with or see as authorities. Consistency between message and audience aids persuasion. Likeability, reciprocity, and appealing to an audience's motivations also impact persuasiveness. Engaging audiences through participation enhances message acceptance.
Analyzing PR messsages
The document discusses how PR agency Connors Communications used the online photo sharing product Picasa to pitch media outlets. They realized reporters would only cover photo organizing software in roundups, not individual products. When Picasa launched a new photo chatting feature called Hello, the agency had reporters test the product firsthand by chatting with PR representatives. This allowed relationships to form and convinced reporters to include Picasa in roundups, leading to placements in major publications and Picasa's acquisition by Google. Analysis is presented as identifying opportunities, clarifying issues, and connecting different levels of information to make actions and efforts more effective.
Practical editing
The document provides tips for editing written work, emphasizing the importance of editing to ensure professional quality and avoid distracting errors. It recommends techniques like letting work rest before re-editing, reading work aloud, changing perspectives to find flaws, and doing multiple focused edits to catch different issue types. The overall message is that thorough, multi-step editing is crucial for producing work that best serves readers, meets publication standards, and represents the author professionally.
Editing and re writing tips
The document provides various tips for editing and rewriting writing. Some key tips include: imagining a specific reader and addressing them directly; finding an angle or focus for the topic beyond just the topic itself; deciding on a single key point or "nut" to structure the article around; using a sequence of questions and answers or problems and solutions to structure the writing; showing details rather than just telling about them; and simplifying writing by shortening words, sentences, and eliminating unnecessary content. The overall goal of the tips is to help writers engage and focus readers by making the writing clear, concise and vivid.
Writing from the inside out
Writing is partly driven from the outside-- this shows why and how to write from your own passions and goals
Explaining
Just because we know something doesn't mean we can explain it clearly. These concepts and tips will make it easier to get across your points clearly and persuasively
Sentence clarity
This document from the Purdue University Writing Lab provides guidance on improving sentence clarity through avoiding misplaced and dangling modifiers, using active rather than passive voice, and combining sentences for conciseness. It addresses common clarity issues, provides examples to illustrate problems and solutions, and directs readers to additional resources for writing assistance.
Story structures
This document discusses various story structures that can be used when writing, including the inverted pyramid, hourglass, diamond, parallel, question and answer, how-to, and circular structures. It provides examples of how each structure organizes information and progression. The document also offers approaches for outlining a story structure, including starting with the ending, using a pivotal point, and following an intuitive structure based on the story's natural flow.
Sources (2)
This document discusses the importance of using sources in journalism. It provides several reasons for using sources, such as adding human-level context and expertise, providing different perspectives, and satisfying reader expectations. Credible sources are the primary way reporters establish credibility and help readers reach their own conclusions. The document outlines different types of sources, such as human sources, documents, data, and organizations. It also discusses best practices for identifying, attributing, and relating to sources to produce well-rounded reporting.
Interviewing for kimep
This document provides guidance on effective interviewing techniques. It discusses preparing for interviews by researching topics and potential interviewees. During interviews, rapport building is important through active listening, mirroring body language, asking open-ended questions, and following up for details and clarification. The document also notes the importance of organizing questions by topic and using different types of questions like funnels to guide the discussion.
More from couperjohn (20)
Recently uploaded
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future TrendsPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastGet Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessYes, It's Your Fault Book Launch Webinar
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionWhat’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategyMarketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Etsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Recently uploaded (20)
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Create a media kit
- 1. Create a Media Kit Writing for PR and Advertising Fall, 2017 John L. Couper
- 2. Review • “Publicity” is PR to increase audience awareness – Flyers, events, ads, but especially media coverage • The two main kinds: paid and unpaid (free coverage) – Paid offers lots of control, but at a high cost – Unpaid loses control of timing and message, but gains media credibility and helps budget • A Campaign has two targets: editors and audiences • A Media Campaign tries to get maximum exposure in media – The central “output” element of a media campaign is the press kit – Example: https://www.duaneeubanks.com/about
- 3. How a media/press) kit gets publicity 1. Takes advantage of journalistic pressure/laziness with packages • Variety of information to suit most editors and reporters • Including photos, videos, interviews, audio, samples • Depth of information to encourage longer stories • Kinds of information for various types of stories 2. With Engaging/well-written/journalistic content (often on one event) • Hoping for direct use of all or most of the writing • Highly appealing and relevant to the target audience 3. By offering the kit in a sociable setting (party, visit, etc.) 4. By “solving journalist problems” of deadlines and content 5. By having relationships of collaboration
- 4. Media kit goals A 1. Put all materials in one convenient package * consistent style that fits the client’s brand * attractive and professional images, etc. 2. Can be a separate area/page on a website, or its specialized site with links 3. Encourage direct “copy and paste” use • Already targeting their audience in style, length, etc.
- 5. Media kit goals B 4. Help journalists meet their deadline with “canned” materials 5. Impressive professionalism, uniqueness and impact 6. Encourage a mutually-helpful relationship 7. Outshine the competition
- 6. Media kit contents should 1. Reflect the client, and specific product/service/group/activity 2. Reflect current conditions e.g., a PR crisis or opportunity 3. Reflect the targeted media mostly media used by target audience/public 4. Practical/realistic for distribution 5. Target the ultimate audience (readers, B2B, lawmakers)
- 7. Typical parts of a media/press kit 1. Press release on the event etc. * List of contents if large 2. Organization Factoids • Value, mission, success, history, team, contact info, target audience description 3. Printable content • Logo and tagline/slogan, bio, history, FAQs, testimonials, services/products, business card, charts/stats, team 3. Digital content * photos in main formats, video in main formats, animations, graphs etc. 4. Sales information for ad placement (pricing, audience size, etc.) 5. Samples/examples
- 8. Resources • https://upload- assets.vice.com/files/2016/01/15/1452894236compressed.pdf • http://www.essence.com/sites/default/files/VendorFiles/2016_essence_ media_kit_final_final.pdf • http://www.loopmasters.com/articles/2880-Creating-A-Killer-Press-Kit • http://www.wearebranch.com/10-things-to-include-in-your-media-kitand- why-every-small-business-needs-one/ • http://www.theclassicbrunette.com/2017/01/how-to-create-media-kit- why-its.html • https://www.canva.com/create/media-kits/ • https://www.shopify.com/blog/44447941-how-to-create-a-press-kit-that- gets-publicity-for-your-business • https://spark.adobe.com/make/press-kit-maker/