Some points are crucial for the PR agency and its client to gain more space in the Brazilian media. The offer of good pitches, with news and attractions, is a crucial point; good spokespeople with availability and well trained is also very important, however, still there’s a point even so especial as the others: keeping a good relationship with the journalists, and the presskit can help with this.
Even if it can help, some cares with this tool are important:
1. Presskit is not a gift or a present: In Brazil, this is a strategy used by the all the PR agencies to approach the journalists. It is really common that companies send little gifts to the journalists and copies of materials that they sell with the intention to thank the journalist. However, the presskit’s intention is supporting the news, not gift giving. Therefore, always send something that keeps your intention cleared.
2. Information first: presskits must be attached to the news. Always that you send one, keep in mind that the information must reach the journalist. If the launch of a website is the focus, say it, if the importance is the launch of a product, send the material explaining the benefits, send to the journalists the necessary tools to generate a good article.
3. What to send in a presskit: as said previously, it must have clear and important information. Include on the chosen presskit an explaining press release, with all the information of the company you want to disclose. Furthermore, independent of what was sent, think about that the real intention is that the journalist receive all information on an easy and clear way. Don’t think too much about sending something flashy, the important is acting on an strategic way. Of what use is sending a gift if the journalist doesn’t pay attention at the news? Beyond these points, it is important that the PR agency be sure that the content reached the right journalist and the aim was achieved. So, confirm it through follow ups, ask if the person who received it has some questions, and don’t forget to use the presskit in the future in your favor, by facilitating the access to the journalist.
Are you interested on this topic? Click here to see more information about this and other services offered in Brazil by Race Comunicação
