How to write a Press Kit
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Press Kit Distribution
Anime Press Kit Distribution and Follow-ups
Distribution
Once the text and formatting of the press kit is finished (or hopefully, providing the volunteer pool of the author organization is large enough, during this period), a list of media sources and other targets for the press kit can be assembled. It is important to choose the recipients of the press kit carefully; they should be received by those people in the media who can use it the most, or have the power to assign it to someone who will.Likewise, since most press kits will be done as a volunteer effort, there may be a limited number of kits to distribute. Thus, the selection of media sources becomes even more important; care must be taken to select the sources which will deliver maximum exposure for the purpose of the press kit.
If your press kit is meant to promote an anime event, then the local media should be strongly targeted. Particular institutions include radio and television stations, local newspapers, local arts and entertainment magazines, and so forth. If the event is on the national level (e.g. a large convention), then of course thstation in Tucson advertise an anime convention in Atlantic City?).
National media sources are definitely to be targetted for this project, but I wouldn't rule out local media. Most people get their entertainment news from local Tv and newspapers, and Disney is less likely to put the hard push on these people, just because their time and resources are limited for the Project (while ours is potentially not if we rope enough people into it). When we have more time to put together a North American wide network of fans with the Press Kit (for Castle in the Sky and Mononoke Hime) this should be explored further.
Likewise, national promotion of a national-scale feature (e.g. the release of an anime to general distribution, or the theatrical release of a movie) requires some thinking as to potential targets. National entertainment shows, for example E! and Siskel & Ebert, and national magazines such as Variety, would benefit the most from such a press kit, as they have a large audience and would be more feasible to achieve than 20-30 small magazine reporters. If the local newspaper receives review articles from a central branch, such as the Associated Press or Southam Newspapers, then that particular reporter should be targeted.
Care should be taken to target a specific person in the media that is being contacted. If the press kit is sent "To Whom it May Concern", chances are that it may not be read. Potential target media sources should first be contacted and asked who specifically would review the kit's subject, and the address of that person given. If the specific person could be contacted right away, introductions can be made and the kit sent afterwards. The letter of intent is addressed to this person.
I started by calling first, and inquiring about who I should talk to (on the whole the front desk people were quite helpful) and then doing from there. If I could talk to someone great, otherwise I left a message and followed up a day or two later. Press kits with brief, personalized notes were left for specific contacts, and then called again after a few days.
Calling -- there's a fine line between persistence and obnoxiousness. You'll be treading it carefully, because we had to play phone tag with several people for up to a week before we finally made contact, and then once an interview was committed to we had to call and remind them that we existed several times. Obnoxious is better than not being heard at all! (usually! :) )
Two more things: if you work during the day leave at least two other contact ph#s so that they can contact you -- if they can't reach you or someone else who's knowlegable they'll move onto another topic. BE AVAILABLE!
A one-page Press Release to be attached to the Press Kit is also a good idea. This'll summarize the key info (ie. the film in one paragraph). Media folk are busy and may not spend time to read the whole press kit unless their interest has been piqued. This is especially important for events, as at least two newspapers quoted verbatim from my press release.
If a specific person cannot be found, then the kit must be sent to the department that can possibly make the most use of it, or at least have the power to forward the kit to someone who can. Entertainment editors, general editors, station managers and other authoritative people can be targeted to this effect. However, it should not be sent too "high" in the chain of command of a media source, lest the kit be lost in the typical red-tape surrounding many media sources.
Followups
It is not sufficient to simply deliver a press kit. Many kits go ignored if simply placed on someone's desk in the hopes of a media source reading it. The targeted people must be contacted, to confirm that the press kit has been received and the letter of intent read and acknowledged.There is no need for the sender to directly ask if the media source will consider publishing or taping an article due to your press kit. There is little advantage in pressuring a media source or otherwise forcing the issue; indeed, doing so may have the opposite effect, due to the nature of many media sources and the criticism they may receive in their line of work. Polite, intelligent requests for information will generally meet with more favorable results.
However, a media source may contact the sender first and ask for more information, an interview, or other contact. Thus, it is important that the sender of the press kit (or the contact person as stated in the letter of intent) be thoroughly versed in the press kit's content, as well as any supplemental information that the media source may require. Alternately, the contact person should be prepared to offer the phone number or contact information of a person or source that could answer the question the media source is asking. Many sources are under pressure of a deadline, so any questions must be able to be answered quickly.
Lastly, the finished press kit represents a continuing resource that can be used by a media source, and other people at the target institution, for subsequent efforts on their part. The contact person may be called upon for such efforts, and so this person must be prepared for such contact.
Summary
The distribution of the completed anime press kit is extremely important in its eventual success. Care must be given in the selection of people and places that the kit will be sent, to ensure the maximum effect for the effort invested and the scope decided upon. Likewise, suitable preparation must be made to follow up on the reception of the kit, as well as to answer any potential questions that may arise. If suitable care is taken, then the press kit will likely be more successful in its desired purpose.Next: Art and Copyrights.
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Quotes
Elijah:
Elijah
van der Giessen,
VP-External,
BAKA.
Our experience -- we got Press Kits to all the local radio stations, but got very little coverage. If they aren't sponsoring the event they aren't to be bothered. Public radio and news and talk radio are expections--hit them up. We had thrice daily advertisements before the hourly news for two weeks on the local public radio station, which reached people across the northern area of the Province.