What Is An Electronic Press Kit (EPK)?
An electronic press kit (EPK) is just what it sounds like: a press kit for use by reporters and
journalists but in an electronic form.
Formats of EPKs
Increasingly the term electronic press kit is being used to describe a DVD (or some other
digitally recorded output) or an e-mail, or website. EPKs can be in a number of formats –
video, DVD or web format. For use by in broadcast the materials are often produced in Beta
format and the quality of the material you produce must be of sufficient quality – well light, well
produced and well presented.
Online Press Kits
Online press kits generally consist of two components, a website and an e-mail list of your
press contacts. You'll use your e-mail list to inform your press contacts about your Electronic
Press Kit area on your website.
Tailoring your EPK
As part of the Arts Generate project a press list has been developed setting out the key press
in the eight areas:
Arts Contact
Young People
Economic Development
Community Development
Environment
Health
Tackling Social Exclusion
International profile
They have also been defined in terms of geographic remit:
East
County National
National
Further help can be provided with targeting press materials from the Advocacy team – contact
Duncan for details.
The more you know about your target press the more likely you are to be able to make the EPK
work for them. Whilst your primary target for EPKs may be television – it is also a great way of
truly briefing journalist about the work, the process and the product. It can also be a useful tool
for introducing other new people to your work (sponsors/ new clients). There is an extensive
list of such contacts in the resource area of the Arts Generate website.
Your knowledge of the press audience should be taken into account when planning your online
press kit.
The content
The material on an EPK may include video or audio segment, including the rehearsal/
preparatory process, performance highlights and interviews with key people involved in the
project. Organisations are increasingly using EPKs to promote themselves within the arts
sector and to press and media contacts.
Commission the content
Like any commission it is important that you are clear about what you want your EPK to include
and what you to do with it. This may involve some compromises – you may want unobtrusive
filming and broadcast quality film.
Press information is different from marketing information – it needs to be factual and objective.
Clearly you will edit the information to be favourable – when you want to move away from the
purely factual information this can be achieved by including interviews and third party
endorsements.
You may need to change your contracts for commissioning photography and other
documentation to use on the web and in EPKs – be sure you have the right to
broadcast/publish this material.
Web versions
Web based EPKs need to be professional and visually appealing – easy to navigate and be up
to date and functional.
Increasingly journalists use the web to get information – they are likely to be less favourable to
your site if you have annoying sign-ins or lots of layers to your navigation – you should make it
extremely easy for reporters to get the information they need.
…And Make Sure You Give Reporters What They Need
The information reporters need the most should be highlighted on the front page of the website.
You should make it very easy for them to contact your PR representative (include a phone
number and e-mail address where can reach you.) You can have a section of text information;
stills images and audio/ audio visual materials – clearly labelled and easy to find.
If photographs are important to the type of press coverage you want, make sure that you
include them on your online press kit; both as thumbnail photos people can view online, as well
as high-resolution photos they can download and use for print or TV – include any photo credits
that are relevant. If video is important to your press coverage, provide that as well; again, make
it viewable on the site and let reporters download the video file as well. Again include any
credits.
You need to have realistic expectation about how your material is used – local media often use
photographs, audio and even video materials – however if is much more rare for national media
to work in this way
Driving traffic to your website
If your online press kit is tied to an event, you'll want to allow yourself some lead time to get it
listed in the search engines. After you submit your website to the major search engines
(Google, Yahoo, and MSN), it will take some time before your site shows up in the search
engine results. That time period can be anywhere from a week to a month or two (check each
search engine's submission guidelines for their timelines).
If your site is not time-sensitive, then you can spread the word to your media e-mail list and just
wait for the search engines to catch up. Keep your message to your media list short and factual
and don't forget to include your website address if your online press kit website will be used
to provide updated information, you can use your media e-mail list to keep the reporters on
your list informed of new information at the site.
What does it all cost?
Commissioning
To commission a copy to film excepts from a production or to document a process for press purposes will cost you somewhere in the region of
DVD copying
These prices are provided as a comparator. This is not intended as a recommendation of this supplier.
1-5 6+ 20+ 30+ 50+ 100+ 200+ 300+ 400+ 500+ 1000+ 2000+ 2500+ 4000+ 5000+
DVD £4.50 £3.50 £2.40 £1.95 £1.70 £1.20 95p 75p 65p 53p 43p 41p 39p 37p 35p
Copy only
DVD Copy with £5.00 £4.00 £2.87 £2.42 £2.09 £1.57 £1.29 £1.06 92p 76p 61p 55p 51p 48p 43p
Black printing
DVD Copy with £5.35 £4.35 £3.25 £2.73 £2.35 £1.80 £1.37 £1.11 95p 76p 62p 56p 52p 49p 46p
Colour printing
Black Printed £2.25 £2.22 £2.10 £1.90 £1.86 £1.73 £1.52 £1.34 £1.22 £1.01 64p 60p 55p 51p 45p
DVD - no burning
DVD COPYING and PRINTING
All printing is from a supplied print file. A one off charge of £14.00 for black or £20.00 for colour is
CD COPYING and PRINTING
All prices are per item and exclude VAT and carriage (If applicable). Details and prices are subject to alteration without notice.
Packaging
CD Wallet @ £0.07 each - C shell type cases from £0.16 - CD Envelope @ £0.05 each
Plastic CD Case @ £0.10 each Cardboard CD Case @ £0.12 each