For PASALI Philippines Foundation Compiled & edited by S. Pulmano
How to Create a Press Kit based on article from eHow.com, edited for PASALI Things You'll Need Paper · Folders/envelop/plastic covers/cloth/other packaging materials· Printer, PC, Scanner · Business Cards · scissors, glue, scrapping materials · Instructions 1. Step 1 - Brainstorm: what of PASALI do we want to present? Reduce all thoughts to one core proposition, one clear statement. Divide that proposition into sub-statements.
Press kit A press kit is a set of informational materials about an individual, a company, institution, organization, etc. It is mainly for journalists who visit on site or witness a key event of that subject. Press kit uses Product launches · New company launch · Mergers and acquisitions · News conferences · Large events / Industry trade shows ·
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Requirements for press kit -
contents are brief, concise and correct packaged neatly small budget, great results
Details Contains an element of surprise. The kit must be professional and neat. The entire thing, contents and package is in line with the (visual) identity of the subject. It must have a personal touch; remember that your receivers are people, so appeal to their human senses, status, desires.
2. Step 2 - Create a design plan: style and color palette Since a manual for the organisation's visual identity is not available yet, use the color scheme and style of the website. The press kit must be in line with other present materials if everything you communicate to the outside world has the same look and feel, all outsiders will learn to identify the organisation from other groups and organisations. 3. Step 3 - Choose packaging With the core proposition and visual plan in mind, choose the packaging: materials (paper, plastic, cloth, etc) form (box, envelopes, gift wrapping, gift bag, cloth bags, etc). labeling (how will you show its PASALI's?) Think creatively: - what fits with the company's identity/goals? - would surprise the receiver? - how do we make it so its easy to pack into a bag? Remember: the people who receive it are travellers with limited luggage space. That kit must be so compact and look so good that they won't throw it away - you want them to take it home with them.
Illustration Source: http://www.mio.co.za/article/package-your-press-kit-professionally-2009-1014http://acottageindustry.typepad.com/a_cottage_industry/somethin_from_the_oven/page/2/
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4. Step 4 - Compile press releases, positive press coverage, newsletters, and brochures, invitation for upcoming events, pictures, business cards, etc. Include a one-page company biography company letterhead - origin, main figures, scope, results, challenges, major changes, quotable statements, plans, theories or ideas. 5. Step 5 - Select Use the core proposition and visual plan, and your chosen package as criteria, and select a few pieces. 6. Step 6 - Surprise Add a surprise element to the kit. This could be an item small enough to fit in the package. Or it could be the design of the package, how it slides open or fastens. Make sure it fits entirely with the identity of the organisation. Examples A tiny bar of signature soap for a Soap company; A packet of seeds for a gardening shop; packaging that looks like a gift, packaging re-usable as a bag, etc. Most companies make elaborate folders or boxes and add trinkets with their logo printed on it: cap, key chain, memo holder, even T-shirts. But you are not most companies, you have the freedom to either copy and copy well, or think entirely different. 7. Step 7 - cover letter Write a cover letter, or an informative letter that briefly explains what's inside and offers to provide any additional information needed. Tips ·
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Be very selective: you don't want to give them too much. 1-5 quality pieces says more about your professionalism and confidence than piles and piles of rubbish. Include small promotional items, because
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these items often make it to the visitor's desk, and therefore, they keep your company name right in front of them. Keep your press kits on hand at the office, at community or company events. Make your information readily available to every news outlet. Choose the best materials. If you can afford it, pick the pricier material over the cheaper if it is in-line with the visual identity of the organisation. Remember, your press kit is part of the first impression a visitor gets, and first impressions are powerful.
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Common press kit components from wikipedia.org, edited · · · · · · · ·
Background with history Fact sheet with features, statistics, or benefits Biographies of key executives, individuals, artists, etc. Past press coverage, press releases High resolution photos or other images Media contact information (public relations department or spokesperson) A CD, DVD, software title, video Collateral advertising material, such as: postcard, flier, newspaper ad, etc.
For self-study Austin, Nancy (2000), Six Secrets of Simply Stupendous Press Kits, http://www.1099.com/c/co/gw/na/naustin004 .html Renee,http://www.associatedcontent.com/article/ 238361/public_relations_how_to_make_a_very_pg2 .html?cat=35 Packaging Heineken Kit, http://www.thebrewsite.com/2006/04/20/press_kit_ packaging.php · A wedding envelop http://modernromancepdx.blogspot.com/2009_02 _01_archive.html · Box http://www.etsy.com/view_listing.php?listing_id=32 218074 · Box http://www.etsy.com/view_listing.php?listing_id=38 068741 · Google: pillow box, plastic folders, envelopes, gift packages
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