Understanding the “Kits”

Media Kits, Press Kits, and more kits.. What are they?

The “Kits”

• Media Kit

• Press Kit

• Electronic Press Kit

• Brand Kit (also Branding Kit; Identity Kit)

• One Sheet

Media Kit Definition

• One of the best definitions out there is found at http://www.directcontactpr.com/free-articles/article.src?ID=79

• “A media kit is a package of information specifically designed to capture the media's attention” (Direct Contact PR).

Media Kit Purpose

• It helps to have the objectives (what attention you want).

• Create the media kit to encourage the accomplishment of those objectives.

Media Kit Purpose

The media kit is about the brand, the person, the company.

Media Kit Example Items

The contents are dependent on your objective

Soliciting Advertisers?

• Looking to get sponsors and advertisers?

• … Include Traffic Statistics …

• Appealing stats for an advertiser

Looking for Media Coverage?

• Looking to get opportunities to talk about yourself on a podcast or TV Show?

• Include Impressive Snapshots of Past Impressive Media Coverage.

Reverse Engineer It!

The key, for media kits, is to figure out what your objective is and present that

via the .

Media Kit Resource Links

• http://www.directcontactpr.com/free-articles/article.src?ID=79

• http://www.wearebranch.com/10-things-to-include-in-your-media-kitand-why-every-small-business-needs-one/

• http://www.entrepreneur.com/article/57260

Press Kit

• Press Kits have been around for quite awhile (even before the internet!).

• They answer WHO, WHAT, WHERE.

• Used for news, product launches, events….

Press Kit

Press Kits can include some of the same things as Media Kit, but are focused on the item for press.

Press Kit Example

• In your press kit, include information, head shots, biographies…

• … any components that the Press can easily insert into their content.

Press Kit Resource Links

• Difference between press kit and media kit:

• http://www.ehow.com/list_7690039_differences-between-media-press-kits.html

Electronic Press Kit

• Whereas press kits used to be mailed and handed out, electronic press kits are available online

• Within the Electronic Press Kit (EPK) there are downloadable media items that the press can use.

Electronic Press Kit Example

• Musicians use EPKs heavily.

• The WHO part of the musician’s EPK is the musician and getting gigs.

• http://www.reverbnation.com/rpk/deborahe

• (Called an RPK for Reverbnation Press Kit)

Electronic Press Kit Example

In the Reverbnation example, there are options to customize what is shown in the Electronic Press Kit.(http://www.reverbnation.com/rpk/deborahe)

Electronic Press Kit Example

Another example is that the EPK should allow for downloadable high resolution images, for use in press and media pieces.(http://www.reverbnation.com/rpk/deborahe)

Brand (or Identity) Kit

• A brand or identity kit is like a press kit that meets a style guide.

• It includes things like the colors used in your site; logos; and more.

• It can include some of the elements that are in other kits.

Uses for the Brand Kit

• The Brand Kit is useful within an organization (i.e. to ensure all of the graphics properly reflect the brand).

• Provide the Brand Kit to contractors, like graphic designers.

Brand Kit Terminology

• A more accurate term is “Identity Kit.”

• Brand refers to the perception about the company.

• Identity reflects the specifics of the logo, etc.

• It really should be “Identity Kit” but “Brand Kit” tends to resonate with people.

Brand Kit Example

• This article pulls it all together to demonstrate how to put the brand kit together:http://filecamp.com/brand-guidelines/

Brand Kit Resources

• https://www.smartimage.com/contents-brand-identity-kit/

• http://filecamp.com/brand-guidelines/

• Understanding Brand versus Identity:http://www.takeflightgraphics.com/tfg_articles_branding.htm

The “One Sheet”

• The “One Sheet” is a promotion piece that takes all of the components of the “kit” and puts it on one sheet.

• Made popular, and often used by, entertainers.

• Now utilized by other industries.

“One Sheet”

• While the origins of the “One Sheet” included newspaper clippings and was a printed piece, you can make a digital version

• Keep it short enough to be “One Sheet” (or it becomes a kit.

• (Not used for the brand or identity kit)

“One Sheet”

• You can…

– Turn your into a “One Sheet.”

– Turn your into a “One Sheet.”

• The idea is to WOW them with that One Sheet

“One Sheet” Resources

• http://communicateskills.com/2013/01/07/how-to-create-a-strong-one-sheet-for-yourself-or-your-business/

• http://www.newincite.com/one-sheets/14-dos-and-donts-of-marketing-one-sheets/

• Coming Soon http://www.onesheet.com

Let’s Review

• Media Kit –

• Press Kit –

• Electronic Press Kit –

• Brand Kit –

• One Sheet –

Let’s Review

• Media Kit – .

• Press Kit –

• Electronic Press Kit –

• Brand Kit –

• One Sheet –

Let’s Review

• Media Kit – About the person or brand.

• Press Kit – .

• Electronic Press Kit –

• Brand Kit –

• One Sheet –

Let’s Review

• Media Kit – About the person or brand.

• Press Kit – About the event or launch.

• Electronic Press Kit –.

• Brand Kit –

• One Sheet –

Let’s Review

• Media Kit – About the person or brand.

• Press Kit – About the event or launch.

• Electronic Press Kit – electronic version.

• Brand Kit – .

• One Sheet –

Let’s Review

• Media Kit – About the person or brand.

• Press Kit – About the event or launch.

• Electronic Press Kit – electronic version.

• Brand Kit – Keeping the brand identity consistent.

• One Sheet –.

Let’s Review

• Media Kit – About the person or brand.

• Press Kit – About the event or launch.

• Electronic Press Kit – electronic version.

• Brand Kit – Keeping the brand identity consistent.

• One Sheet – One printed or digital sheet that WOWs.

Create YOUR Kit or Kits

Presented by…

Deborah AndersonWriter, Show Host,

and Social Strategist

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