Media Whore: A Shockingly Simple Guide to Becoming Your Own Kickass Publicist (Business Series) by Daniel Shehori & Steven Shehori

Author:Daniel Shehori & Steven Shehori [Shehori, Daniel]
Language: eng
Format: azw3
Tags: BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Industries / Media & Communications
Publisher: Self-Counsel Press
Published: 2017-08-15T04:00:00+00:00

I’ve made a career of being grateful in both my publicity work and creative endeavors, so I feel this topic is well worth mentioning. Thank you very much!

Chapter

SEVEN

What’s a Press Kit?

Traditionally, a press kit is a physical unit that contains outdated clutter (e.g., discs, photo sheets, glossy paper with words) about your thing, that you don’t need in the twenty-first century.

So do I need a press kit?

No, but for those who decide it’s worth their time, a press kit, whether physical or electronic, would include:

• The press release.

• High-resolution photos. (If you don’t know what high resolution means, ask the person taking your photos.)

• Audio/Video of the product, if possible, (e.g., music CD, footage of a performance).

• The product itself, if possible, (e.g., books, app, dog treat).

• Short biography about the creators.

If you’ve never written a bio before, worry not, as there’s no need to overthink it. Look at the bios provided in Chapter 4, Sample 2, and on the back of this book. Ignore the words we made up to sound cool and focus on the simple structure. If you’re not sure what to write about yourself, ask someone you respect to write it for you. Ask the person to pretend he or she is you. He or she will fondly highlight points you may be too modest to consider.

A press kit can also include a clever gimmick element pertaining to what you’re doing.

A few years back, we offered our media services to some friends staging a comedic play in Toronto. A show I loved called Jimmy & Vito. J & V was a two-hander about best friends/roommates and the adventures they’d fall into. Jimmy was Greek, and Vito was Italian. Despite the vast cultural differences between Greeks and Italians (that both grew up speaking English in the same town), Toronto is quite diverse, so this type of cross-cultural narrative was accepted at large by the progressive local theater audiences at the turn of the century (i.e., circa way back in 2004).

Our friend Charles Ketchabaw was the show’s producer. Charles and I came up with a press kit idea we called “Jimmy and Vito’s 2-4-1 Pizza & Press Kit.” First, we bought about a dozen plain white, medium-sized cardboard pizza boxes. We created a logo for the pizza press kit boxes with Jimmy & Vito’s faces superimposed over their respective countries’ flags. Inside the box contained all the things mentioned that should go into a press kit.

Then just to make things difficult, we arranged deliveries of these press kits to all the applicable major media outlets in Toronto. Applicable outlets, meaning we didn’t give The Sports Network a pizza to try to interest them in discussing a play that wasn’t about sports. The delivery consisted of the press kit box, plus a second box of actual fresh pizza. For the actual pizzas (which were topped with half Italian toppings and half Greek) we used Pizza Pizza (a Canadian pizza chain), since it had the most locations. We did our best to deliver as many pizza press kits as we could between 11:00 a.

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