originally posted on 15 May 2011
From the other side of the earth where marketing budget is a mountain compared to Asia's molehill ones, I am reading news of a Thor (the movie) press kit that has caused a bomb scare when a member of the press decided to discard it at a public rubbish bin.
The images below show the elaborate press kit that resemble a child's science lab toy. We don't get press kits like this in Malaysia. Interesting as it is, though, does it really serve the purpose of increasing publicity of the 'product'? The reporter obviously thought it was cumbersome and couldn't wait to get rid of it.
Lucky for the movie's publicity team though, that their press kit managed to achieve coverage due to its 'suspicious' appearance. Pure coincidence, it was.
Perhaps over the years, they have had to devise many ways to keep the media interested, most of them jaded after years of receiving hundreds of press kits. But as my friend from the media says, the most important thing you can give them is news that is relevant to their readers, that keeps them coming back to their media channel for more. And this is the one point, the most important one, that many PR practitioners are forgetting.
From the other side of the earth where marketing budget is a mountain compared to Asia's molehill ones, I am reading news of a Thor (the movie) press kit that has caused a bomb scare when a member of the press decided to discard it at a public rubbish bin.
The images below show the elaborate press kit that resemble a child's science lab toy. We don't get press kits like this in Malaysia. Interesting as it is, though, does it really serve the purpose of increasing publicity of the 'product'? The reporter obviously thought it was cumbersome and couldn't wait to get rid of it.
Lucky for the movie's publicity team though, that their press kit managed to achieve coverage due to its 'suspicious' appearance. Pure coincidence, it was.
Perhaps over the years, they have had to devise many ways to keep the media interested, most of them jaded after years of receiving hundreds of press kits. But as my friend from the media says, the most important thing you can give them is news that is relevant to their readers, that keeps them coming back to their media channel for more. And this is the one point, the most important one, that many PR practitioners are forgetting.
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