Why are we not more transparent with our client collateral in the fashion PR game?
Why do we maintain static password-protected image sites, navigate confusing FTP drops and email large attachments to editors and bloggers, when we have access to rich cloud-based resources like dropbox, google docs and flickr?
I thought about this as a PR rookie telephone pitching editors and I think about it now when I draft pitches to media and proposals for would-be clients: we need to step into the social age and share our resources (except in the case of pitching exclusives and Non-Disclosure scenarios). Most of Knot’s knowledge management is devoted to facilitating media relations and leveraging our content for multiple audience streams.
This week, KNOT PR launches a new “dynamic media release” that challenges common practices in a subtle way and (hopefully) equips media with the tools necessary to properly assess opportunities and report on our clients. I thought about calling it a “social media release”, but that doesn’t properly explain what we’re doing. We’re offering a toolbox of resources (in multiple formats courtesy of cloud-based software and social media sharing platforms) in one handy email outreach. Think:
- single image download galleries (e.g. http://db.tt/ai08HBT)
- zip file downloads for entire collections (e.g. http://db.tt/mLyq9YF)
- printable versions (PDF via dropbox)
- hi-res options
- low-res options
- video download links
- …and anything else
All assets are expertly incorporated into the mailchimp template designed by the folks at Sali Tabacchi (they created our identity and we love their work!). Our goal was to develop a consistent (read: reliable) release format with a friendly user experience to effectively deliver client resources to media inboxes.
Aaron Sorkin and Daniel Libeskind have famously sketched big ideas on cocktail napkins, I prefer my little red moleskine*. The lead image of this post is a quick shot I took with my blackberry of the original concept sketch of the release (take a closer look). Compare that to the screenshot below of our first outreach with the new release format with my notes (N.B. it’s not our FINAL version; view the Biko release as it appeared in our mailchimp send-out earlier today).
How Knotpr.com and our Dynamic Media Release are Complementary
We designed knotpr.com (again Sali’s design work) to accommodate the regular flow of client collateral: collection updates in the SHOWROOM, client news bites in NEWS, all releases in MEDIA RELEASES (and of course, everything can be filtered by industry). Whether you’re media, a curious member of the public, a fan of our client, a potential client or our client–the way you consume information on knotpr.com will vary (different streams for different audiences–wait, isn’t that the first lesson of PR? Know thy publics).
This doesn’t go unnoticed in our dynamic media release (the name is sticking…DMR! I like 3-letter acronyms), which links back to knotpr.com’s various streams. Our CLIENTS page really shows off how we take advantage of the blog format (filtering with tags, categories, search features) to customize the user experience. In that way, our CLIENTS page goes beyond the static client logo (sometimes + boiler plate) and provides you with a powerful starting point (we also provide all applicable social media platforms for all our clients, another no-brainer).
*Note to self: keep a few cocktail napkins handy too, just in case…