Having quality content in a media/press kit is important. I think we can all agree to that, but what about packaging? Just because the content is good, does not mean that slipping releases into a manila folder and putting it in the mail is sufficient. The folks over at PR Couture provided an excellent short article for Cause a Scene magazine about the importance of making your press materials really stand out, especially in competitive markets. This article focuses on the fashion industry, but I feel like the principles can be applied to all around.
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3 comments:
I can agree with that. Isn't there a reason that people wrap gifts and not just hand it to you like, "Here.. uh.. it's an alarm clock. See, it's right there on the box." There's a certain care and thought behind wrapping that is an important excitement factor.
I feel as those packaging can be reflective of the information being distributed. You can tell what level company, agency, cooperation, etc. is depending on the packaging or in another view the way they market themselves through distribution. I mean, would you market yourself by dressing in sweats to an important sales meeting? I don't think so.
I would have serious concerns and questions about any company that didn't do a good job packaging the information they are trying to give out or sell. Content schmontent. If it doesn't look like i want to look at it or read it, then i'm not going to.
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