Any product, no matter how high quality it may be, needs advertising. Only advertising allows you to make it interesting to the consumer. In this way from the conveyor to the counter can not do without the media.
The tools that specialists use to create conditions for acquaintance are necessary for both journalists and the consumer directly.
It will be about indispensable PR-tools.
Media ...
The first of these tools is the media kit, which is a summary of the actual data on the product (service), as well as a set of standard documents, presentations, which are constantly updated.
English media implies the availability of information about the broadcast source.
Media Kit Content
A set of information is considered complete if it contains the following data:
- name of the media;
- appeal from the representative office of the company to its audience;
- Biographical information and important facts about the media, its sources;
- information on the format for issuing news and other alerts;
- highlighting the target audience among viewers and readers of the media;
- Information on new events, special issues, new forms of media alerts may also be published;
- The main unique characteristics of the media source;
- information with comments about advertisers and partners through which projects are being implemented;
- a list of sections and their semantic use (most often presented in visual tables, which makes it possible to better understand the motivation of this particular embodiment, and not otherwise);
- prices for advertising and PR materials, participation in non-standard advertising solutions;
- technical requirements for ready-made materials: layouts, commercials and printed materials, PR projects;
- the last item contacts are made, i.e. information about a person or a group of persons who will give all the necessary information in the sections of advertising and editorial staff.
A media kit (an example in the article) allows you to get the most information from a single source.
The format for the release of information occurs both in paper form (brochures, magazines), and in the electronic version of these components on the network. There is also a format for audio and video releases.
The concept of "media kit" is closely related to another element of PR. It is the only element that is formed for the media regardless of the initial event.
Another tool that helps in the operation of the broadcast system is the press kit.
"Journalist's folder"
Press kit - from the English "press kit" - literally translates as "a set (set) of press."
Perhaps the second element in importance after the press release at the time of the presentation.
The main function of the press kit is to provide journalists with concise, but at the same time comprehensive information about current events, about their main participants, and, of course, about the company itself. Information is given on the historical past, information on company representatives and its achievements. If we are talking about a product or service, the emphasis is on the merits of the advertised object.
The contents of the "folder"
Since we have already found out that the press kit is a certain set of information for the work of the media, we must conclude: for the convenience of work, it must in some way be streamlined and systematized.
The second name of this element of PR is “a folder for journalists”, since it is in this way that “sharks of a pen” prepare their materials.
If you plan to work at several events, then in the design of the folder you should add elements that simplify the process of orientation in the material. Sometimes they use colored paper.
The content of the press kit is supplemented by audio information, a photo with notes and a background grader as an accompanying text to the basis. As a rule, these are factual data and links to historical information.
The folder is usually filled on the right side - the most important information, but often additional materials are placed on the left.
The second design option for the press kit is a brochure that is printed once. Of course, such material is convenient in operation, but the disadvantage is the inability to supplement it with new information, and the cost of finance is much higher than in the first version.
Necessarily both in the case of the folder, and in the version with the brochure, you need to put in the contact information, you can supplement the press release with the release of business cards, which will be placed there.
However, in order to better understand the significance of these tools for PR, it is worth paying attention to an example of their implementation.
Media kit magazine. Examples of embodiment
The magazine has long been considered one of the most familiar forms of media work. Currently, virtually nothing has changed, only supplemented by the appearance of print analogs on the network.
Modern forms of media kit for magazines complement animation, sound and video, infographics. The focus of each component is to ensure that the information is not only remembered, but also correctly perceived.
For a practical understanding of the essence of the concept of "media kit", it is worth considering examples of its implementation. The direction of publications can be absolutely anything. So, a good example is the national sports magazine Football, whose main page is filled with comprehensive information about the sections of the publication, its format, points of sale, price, and there are also statistics on the number of readers. With the help of animation, emphasis is correctly made in the necessary places.
This format of the publication greatly facilitates the work associated with the conclusion of transactions, sales. Since the consumer already owns all the initial information, it remains for him to discuss with the manager only certain details for concluding a transaction.
In addition to the printed form, due to the wide development of technical means, they produce audio and video formats for magazines.
Another example of a media kit is the famous columnist in the world of fashion, beauty, relationships - Cosmopolitan.
All the work of the creators of this publication is focused on collecting the most valuable and interesting information for the reader, and in order to be always available, Cosmo has posted its analogue on the network.
The first page of the Cosmopolitan official website covers information on the number of circulation issues and the percentage of readability. There is also a link to contact information about project managers and the ability to ask questions of interest to the publication through the mail service.
Since we are already talking about the online representations of the media kit, we should not miss the opportunity to talk about the prestigious brand ELKHART Truth. Its activities are established in conjunction with eTruth.com, where news and advertising information about the company is posted.
The wireless format of this unique ELKHART Truth booklet allows you to increase the reach of your target audience. Here, at any moment, the consumer can receive extended news reports and information on any changes related to the Elkhart company, as well as receive relevant links to sources that correspond to this request. Within the framework of such an online community, people have the opportunity not only to receive information, but through blogs that exist within the framework of an Internet page, exchange opinions, engage in polemics, receive tips, make new connections. Along with the common platform there is a bulletin board, and for planning your activities there is a calendar.
At eTruth.com, visitors are offered only reliable and verified information. Before being sued by readers and visitors to the network, all video materials, news articles are carefully processed. All information is constantly updated.
The online source is supplemented by the ELKHART Truth print form, which helps to find information about advertising in print media, especially in newspapers.
Additional functions for the provision of entertainment services made the site unique among their own kind, which allowed to increase the number of regular visitors to 85,500 readers per week.
eTruth.com allows everyone to find a solution for their business project.
Press kit examples
The press kit is an important element for the work of journalists. Its form allows you to build a conversation plan. Press kit (sample) may be supplemented or reduced depending on requirements.
So, for example, you can consider several samples.
First example
As the first sample, we will represent the Petersburg Oil Terminal company. The essence of the company is to provide transportation services for the transportation of "black gold".
The press kit of the company is filled with:
- a bilateral press release with data on the new service of the company in the presence of background information on the direction of the company;
- the presence of a fact sheet - a material containing biographical data of the project participants;
- advertising information that reflects information about the company with the slogan “Petersburg Oil Terminal: Yesterday. Today. Tomorrow ”, signed by the Director General I. Teleshev;
- a certificate with the following evidence: the company's production capacity, production results, prospects for directions, environmental issues.
The press kit tells everything you need about the company, demonstrating its best sides, while not advertising, but proving with facts.
Second example
A press release can, as we have already said, present not only goods and services, but also cover events of various events. One such example is the publication of the results of a meeting of members of the branch of the Chamber of Commerce in St. Petersburg.
The volume of material for this event is presented in three sheets that relate to the work of the Chamber of Commerce for the period 2000.
The disadvantage of the finished folder is the lack of a header, which replaces a fairly wide informative line.
The content is devoted to the analysis of the chamber, a lot of space is devoted to the consideration of functional issues, as well as plans for the future. The fact sheet contains information about the group of companies that make up the American Chamber of Commerce. Also included in the press release is the Final Report, which occupies seven pages in volume.
Since the company is designed for foreign consumers, all information is duplicated in English, and the final reporting is presented in the form of a booklet.
Example three
It is advisable to use a press kit to advertise only created companies. In this case, the press release acquaints the target audience with the newly-minted manufacturer (product) and provides links to the legal documents of the company.
The material of the press kit is formed from:
- business card ;
- materials about the services or goods of the company;
- additional audio materials.
Summarizing the above facts, it should be noted that recently the format of broadcasting tools has been greatly modernized.
The transformation of the media kit format from its original form is primarily associated with the development of technological progress. Since now the life of each of us is half full of Internet space, the format of PR tools is moving there.
Of course, the print media didn’t leave, they just took on a different form. So, almost any self-respecting publication has a page on the Internet, which is a direct copy of the magazine, but only on the network.
And journalists still cannot do without their working folder.
The mechanical need for media kits and press releases has retained its relevance, since the first form is the calling card of any project, and without the second it is simply unthinkable that the content of any publication and the events for presenting a product or service are simply unthinkable.
PR-tools - helpers on the way to optimal solutions and information waves.