Crap. Horrible. A waste of my time. These aren’t the worst things someone could say to you, but if you are a PR professional who just spent hours working on a Press Kit to get only these responses back from a journalist instead of interest in your client, these words will really piss you off. The more I’ve read about Press Kits the more I’ve realized that even after learning how to do this, many people still miss the mark.
I recently read a blog post, Press Kit Elements that Work, that broke down a press kit how a journalist looks at it, instead of from a PR professional’s viewpoint. Duh, this is how press kits should be written because the ultimate goal is to get the journalist to cover your client. Sometimes PR professionals get so caught up in trying to “sell” their client they forget the best way to get that coverage is to help the journalist out and provide the information that they actually need, not just fluff pieces that keep the interns busy at work.
Here are a couple of the best tips given in the blog post, Press Kit Elements that Work :
“Good publicists are journalist-centric — that is, they think from the perspective of
the recipient, not the sender.”
“Everything in the press kit goes to support your clincher. Everything else gets yanked out.”
“Keep your kit simple, stick to your clincher and think like a journalist,
not a marketer, and you’ll have crafted a first class press kit!”
And of course, the post gives details about the elements of the Press Kit and how to make those elements more useful to journalists too. The most important thing to remember about a Press Kit is that the ultimate goal is to get coverage for you client, and if you compile a crappy Press Kit you won’t accomplish your goal, instead you will ruin your credibility with reporters. In this industry, credibility is everything and losing it over a crappy Press Kit is stupid. Know your audience so you can avoid sending crap.