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Printed Press Kits: A Contrarian Vie
by Harry Hoover
Published on this site: April 19th, 2006 - See
more articles from this month
Much has been said about the demise of the printed press kit.
Online and electronic versions - pundits say - are the way
to go. No editors or reporters want to receive printed press
kits when they could have electronic versions. Right?
Au contraire, mon frère! Let me posit an alternate
view. I've often found that when conventional wisdom says
to do one thing, you should do the other. Zig instead of zag.
Reporters and editors get too much email, just like the rest
of us.
Besides you should never send a large attachment to anyone,
especially an editor, unless it has been requested. And, if
they don't know the sender, they may worry about unwanted
viruses and other digital things that go bump in the hard
drive.
Many editors and reporters are still "old school."
They would rather review analog material instead of digital.
Quite frankly, it's quicker. I've been to trade shows as a
reporter and a PR person and have seen how things work in
the press room. An electronic press kit is not as useful as
a printed one in such a venue.
You can sort through a printed press kit in mere moments,
pulling the info, graphs and photos you need and discarding
the rest.
I always develop and display both printed and electronic press
kits for trade shows and let the journalists decide which
format they want.
It's also a good idea to load everything into your online
press room. You don't have an online press room!
Well, that is a subject for another time.
Harry Hoover is managing principal of Hoover ink PR,
http://www.hoover-ink.com
He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious
businesses like Brent Dees Financial Planning, Focus Four,
Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd
Executive Learning Systems, VELUX and Verbatim.!
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