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Frank PR believes that an effective
Press Kit is a dynamic calling card -- a substantive snapshot of
what makes your company truly unique and poised for unlimited growth
potential and success.
Carefully identifying the company's unique selling points, developing
and incorporating the sharp message points which capture the company's
brand, and weaving them together in a simple and professionally
written format is a pivotal communications tool for an organization.
A press kit with essential elements, including company background,
fact sheets, biographies, backgrounders of the various products
and or services, is the "calling card" expected by an
organization's stakeholders. It should be updated regularly and
available in both an offline and e-press kit pdf file. A frequent
press release distribution schedule should be identified based on
corporate milestones and developments, and executed to keep the
company name in front of the public.
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Case Study
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Background: Cedars-Sinai's
breakthrough research capabilities were overshadowed
by a major university-based medical facility located
nearby. Cedars- Sinai was more notable for treating
celebrities at the hospital, than for its accomplishments
and stature in the scientific community.
Problem: Because the competitor
was linked to a University, the media perceived that
their work was more important and more deserving of
media coverage. How does Cedars-Sinai capture the media
attention it richly deserved?
Solution: Extensive press
kits were crafted about six different research projects
and pitched to CBS-TV morning news as "The Real
Stars of Cedars-Sinai are its Researchers and their
Research." The five-minute story aired both nationally
and globally through CBS's relationship with CNN. It
resulted in CBS's 60 Minutes doing their own story on
one of the research stories highlighted on the morning
news show.
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