Press packages done right

Flashy packaging doesn’t always equal results. Follow these tips for reaching your target audience more successfully.

Flashy packaging doesn’t always equal results. Follow these tips for reaching your target audience more successfully

You’ve developed a press kit that tells your client’s story in what you believe is a compelling, thoughtful way.

But how do you get busy reporters and editors to pay attention? And which of the various delivery options—paper, e-mail, CD, a combination—is the most effective?

Those are key questions for communication professionals seeking to ensure that their press kits don’t wind up unopened in a filing cabinet or inbox or trash can.

Fortunately, experts say, with a little homework, some planning and aggressive follow-up, press kits can be a successful way to communicate with reporters—and ultimately, with your client’s customers.

Know thy user

Identifying the right media for a press kit is important, but it shouldn’t be the first step in the planning process. A well-crafted kit does no good if it doesn’t get into the hands of people who can actually use it.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.