Press kit SOP

Introduction

This is a Marketing SOP that describes how to create a Press kit for Fedora (usually for a Fedora release).

Examples

You can see examples of past press kits at Press kit.

Typical contents

Press kits usually have the following materials within them. They are typically remixes of existing marketing materials/deliverables.

• Background module with information on the project (if specific) and/or the Fedora Project itself - this is typically covered by inclusion of the One page release notes.
• Feature module listing specific features, statistics, etc. on the project or the current release - this is also typically covered by inclusion of the One page release notes.
• Past press coverage - lists of news coverage the project has recently gotten.
• Photos and images of people, logos, products, etc. (high resolution)
• A press release detailing the current news the media kit is sent in reference to
• Media contact information (usually of a public relations department or spokesperson)
• Demo media - A USB-Stick, CD, DVD, Software title, video, etc. as appropriate for the sender of the release.

Typical deliverable formats

Press kits are usually delivered in hard copy format. Various pdf files are printed and placed in a folder that can either be handed out to press at the event in question, or mailed to news agencies and PR offices.

Sometimes, press kits also contain a CD/DVD or USB-Stick with the content modules in an electronic form. A Fedora LiveCD/DVD/USB may also be included.

Henrik wrote a blog post showing examples of (non-Fedora) press kits he's found in the past, along with an analysis of what they contain, for a more concrete picture of what press kits look like in the wild.

Instructions

Identify the contact person

Figure out who will be the contact person for the event you're planning to distribute the press kit at, and get their contact information. If you'll be mailing the kit to journalists instead of taking them to an event, you'll still need a contact person for the recipients of the kit to contact with questions.

A good default is press@fedoraproject.org, which goes to the current FPL as well as someone from the Red Hat PR team. In the future, we'd like to work on making this process more transparent/visible to the rest of the community as well.

Identify the modules

Look at the list of #Typical contents and decide what materials you'll be including. Try not to make new content unless you have to; existing release deliverables are made to be remixable and combinable for exactly this sort of thing.

Create a new subsection in the press kit wiki page for the release you're working on. For instance, if you're working on a F13 press kit, add your list of modules to a new section in Fedora 13 press kit.

Lay out the content for printing

Take the modules you've decided to include and lay them out in pdf format for printing. Inkscape and OpenOffice are usually good tools for this; if you need expert design assistance, ask the design team for help.

Link to the printable pdf versions from the module list on the press kit wiki page you've created, so others can take and remix them later.

Print and assemble

This is fairly simple - go to a print shop and have the pdfs you created turned into hardcopy format, then stuff the materials into folders. The Ambassadors team is often helpful with event logistics, including printing and delivery, and also has funds for events they may be able to budget press kit production costs into.

Deliver and distribute

Figure out the logistics of getting the press kits to the actual event, and make sure they get handed out to the appropriate event attendees. Again, the Ambassadors team may be helpful here, though you may have to specify these deliverables are for journalists only, rather than members of the general public.

Follow up

Prepare for follow-up questions from members of the press who have received the press kits you've created. Respond in a timely manner via email or phone, pointing them to publicly available resources when possible (wiki, etc). Encourage journalists to ask questions of the Marketing team - the mailing list is a good place to lurk for reporters looking to keep a closer eye on upcoming Fedora news.

Improve this SOP!

If you see a way to improve this SOP, please go ahead and edit the page - you don't need to ask for anyone's permission. Read more about our contribution philosophy here.