Composition of the press whale announcement time in the library. From folder to illustrations: creating an effective press kit. Evaluation of placement of advertising materials

(From the book Seacord Stephanie. Public Relations Marketing. Making a splash without much cash. The Oasis Press, 1999. Translation by L. Terekhova)

A press release is a basic tool for compiling information on any given topic, about which you want to report to the media. A press release, as one of the means of disseminating information, summarizes all the necessary characteristics of an object and brings your news to the right audience. The more professionally you present them, the more likely they are to reach your intended audience first.

Decor

Believe it or not, according to editors, it is very important that a press release looks good. This means that not only must the spelling and grammar be impeccable and the press release readable (no smeared copy, dot-matrix printers or small fonts), but the notepaper it is printed on must also be attractive. While all of this may seem completely unimportant, here are three reasons why such press release conditions are not only desirable, but necessary:

1. A well-packaged press release will add credibility to your message. If you don't care about what your news looks like, you probably don't care about its credibility either.
2. A bright logo or an interesting envelope will make your message stand out among many others. This will help you achieve your very first goal - getting an editor to open your message.
3. Editors and correspondents will begin to recognize your releases, they will highlight them among the piles of papers they receive every day.

You can invest a few hundred dollars in a printed letterhead and thus satisfy your business letter need and get forms for writing press releases at the same time. Whatever colors or graphics you choose, make sure you can easily read the letter or message. In our fax environment, it's also very important that the background color doesn't turn the page black or that your logo doesn't disappear when you fax the press release. Embossed logos are commonly used expensive companies. But no more embossed characters - they don't show up when you fax them.

How you position your message on the page is also very important. Use the following tips:

• Make the font as easy to read as possible. The font style should be the same as in books and most magazines that we are all used to reading. Use a serif font—the one with little “tails” on the letters. For Americans, serif fonts and lower and upper case letters are easy to read. Don't write your press release using only capital letters.
• Use double line spacing. Again this will make your message easy to read.
• Try to fit your information onto one, or maximum two, sheets. Editors won't have time to sort through lengthy press releases.
• If your information takes up two pages, put the note “see below” at the end of the first sheet. further”, and at the beginning of the second sheet “ keyword– 2”, in case the sheets become separated. The keyword can be either your name or the subject of the message.
• At the end of your press release, write “30” or “###”. This characteristic tradition in writing business letters will let the reader know that the release has ended.·
• In addition to your company name, address, telephone and fax numbers, and e-mail that are printed on your letterhead, you should always include the name of a person who can be contacted and their telephone number on each release.
• Using the date on a press release helps establish whether your message is urgent or can wait until certain period. For example, if you report an event, the message becomes obsolete after the date of the scheduled event passes. Therefore, you need to put a “best before” note on the press release. Make sure your releases are printed in time for the editor to receive them and respond to your event.

Extravagant advertising!

How do you get an editor to mark your envelope among the piles of correspondence on his desk? Have you ever noticed that a flashy race car or a flashy illustration attracts our attention much more than other, undistinguished objects? You must make your press release stand out from others. In such a situation, it would be absolutely acceptable if you sent some editor a cake just so that he would read (or at least open the envelope!) your release about the new restaurant menu. Even if the editor you're in constant contact with always takes the proper care of your releases, it's never a bad idea to have some fun along the way. Introduce a little extravagance. Send your editor a 3D sample of what you're talking about in the press release, such as a fancy red lobster if the release contains information about cooking lobster. In this case, you call each person and receive confirmation that he is going to attend your event. Admit it, have there ever been times when you threw a parcel or a thick envelope into the trash bin without even opening it?

Let's say you're advertising a great car. The poster it is printed on is smooth and shiny. The sponsor's name is spelled correctly. The machine meets all the requirements of this class in terms of size and weight. But even the most attractive car will not take you to the right place if it has a weak engine, poor aerodynamics and generally low specifications. In the same way, the press release you send, no matter how well it is designed, will not make the right impression if it does not contain news.

What's new?

Sending a newsletter to an editor is no different than sending out any other product: you need to explain to your customers why the product might interest them. IN information business you must send information to the editor, i.e. such news that will not leave the reader indifferent, but on the contrary will attract his attention to the newspaper, magazine column or television show. Every time you send a press release, you must answer the question: “Who will be interested in this?”

The news can be completely esoteric (that is, known only to the initiates) for as long as you wish. Frame your news for the relevant audience you want to influence, and then choose the reporters and editors who will deliver the news to the people. The content of the news is what drives it. The stronger the news, backed by facts, the further your release will spread. How well you can explain the importance of your news, the more appropriate it will seem to the editor to whom you sent it. When talking about why your news is so important, you need to back it up with facts or what other people have said. In this case, the author of the statement must be indicated so that the reader can decide for himself whether he trusts this person or not. The reality is that if you write, “Company X is a leader in this industry,” and provide no evidence of this, you will create mistrust. But if you say, “According to customer Y, Company X exceeded his expectations for product quality and service by sending him replacement parts within 24 hours,” then you are validating your information.

As a PR specialist, you are the press liaison for your company. You must explain what your company does so that your clients can be confident in the quality of the services you provide. At the same time, accompany your press report with facts and source data.

Turn product properties into benefits

Let's look at an example. A correspondent calls and asks: “What's new in the Bahamas? Is there any news about hotels that would be of interest to planners?” You can respond with a three-page detailed report on which hotels were built. But this will answer only part of the question. A reporter asked you if there was any new information that designers should know about. Even though the structures are new, the first answer did not explain why designers should be interested in them. Thus, the report failed to convert the properties of the object into its merits.

Rule number one, which is used not only in trade, but also in PR marketing, says: transform the properties of a product into its advantages. That's why best sellers, the best specialists in the field of PR marketing, they are an active party in negotiations, and not passive receivers of orders. They strive to understand their customers and learn about their needs before presenting answers and products. This rule applies whether you are asking a client to place an order, a reporter to review your firm, or an organization seeking financial support.

What should you offer to satisfy the buyer? How can you ensure that your solutions or products meet his needs? The best way explain the difference between properties and advantages - offer a small test as shown in Fig. 5.1.

Rice. 5.1: Distinguish between properties and advantages

This pair first looks at the properties:

1. what do all these numbers mean for designers,
2. how designers evaluate the possibility of accommodating more groups. Does this mean that the professionalism of the hotel staff has improved? Has the quality of room service improved?

How to become famous

The most commonly used strategy is: more advertising - more publicity. That's why you send out press releases and take every chance to get noticed. professional photographer. The problem with this approach is that your friendliness may wear out over time. You can waste your energy or fail by doing something really stupid, like reporting news that is only half true. Or you risk becoming one of those who are always moving behind and never seem to catch up with those in front. The best approach is to set the right pace. Establish your personality, then wait for the right opportunity to show off your material. Make the envelope containing your press release a sign that you are the guarantor of your information. Earning the respect and trust of the press gives you a professional advantage.

The tactics you use are also very important. Some people believe that a traditional press release is ineffective in that it is a printed piece of paper sent to an editor. Before the editor can use your information in the newspaper, he will have to re-type the text and re-edit the press release. Unlike a traditional one, an electronic press release sent via e-mail, much more successful. The reason for this is that you have already done all the work for the editor. If he is interested in your message, then all he can do is cut the desired passage from your release and paste it into a publication that is available online.

Everyone who writes agrees that the release sent to electronic form, is valued much more than the traditional one printed on paper. It is much easier to make a few clicks on your computer than to retype from a perfectly executed copy. Thus, a good electronic press release brings two benefits to your editor/client: the release contains useful information in an appropriate context and written in a format that is easy to use.

The role of the press liaison

Always remember that people need to understand what makes your product/company special. It takes a lot of effort to achieve professional success in the market.

As professionals, we have a responsibility to communicate the company's activities not only to our supporters and clients - people who are already interested in what we do and whose interest in our company needs to be maintained - but also to those who are potentially our supporters and clients. Among the variety of media representatives, know and choose those that primarily appeal to your audience. This is also part of your job.

In every industry, the role of a PR specialist is to establish contacts with the press. You must explain what you, your team or company do to provide the best possible service to your customers. And you cannot complain that someone is poorly conveying information to your clients if you yourself have not regulated this mechanism, if you have not provided all the facts and data.

Press kits

Even in the Internet era, it makes sense to use press kits to provide Additional information in a format convenient for the editor and for you. Editors rarely read a large press kit all the way through. This is why I don't believe in the effectiveness of sending press kits unless all the information contained therein is new. By collecting the facts at your disposal from disparate sources intended for different client groups, you will have information that you can fax or email if an editor contacts you.

Think of a press kit as a means by which the editors will put information about your work into the publication. If an editor has questions about what you do or what the features of your product are, then the press kit should: 1) answer the questions, 2) be easily accessible.

Some press kits include company brochures, copies of articles, and pages from other sources detailing the company's history. You think that such sets meet the definition because they contain all the details and facts that your audience wants to know. But often these press kits do not fulfill the second condition, namely the quick and easy search for information necessary for correspondents. Press kits in this case are like a toolbox filled with a bunch of items. And the reporter, constantly being in a hurry, because... The submission deadline is running out, never having enough time to view all the content. The correspondent needs to quickly find necessary tool, and all he wants to do is just go to the drawer labeled “spanners” and select the size he needs.

What should a press kit contain?

To collect all the information you need, you need a nice folder with two compartments. Place a logo or label identifying your company on it and place a business card inside. There are cards that pop up when you open a folder. However, all this is too elegant and expensive than what is really needed. Use your resources appropriately to ensure your press kit meets the company's needs visually and functionally. Don't get carried away by the form, remember the content side of the package.

Information on the topic

In the right compartment of the folder at the top there should be a sheet of information on the specific topic covered by the press kit. The fact sheet should contain the name of the company, its address, the name of the person to contact for additional information, their telephone number, e-mail and fax. The sheet should also indicate key figures company personnel, such as the president, financial director, Vice President, Head of Marketing Department. The purpose of listing names and titles in this manner is to enable the reporter to verify the correct spelling of someone's name.

The fact sheet should contain key facts and figures: location of the company, number of products, number of employees, annual sales or other business information, and a description of each in a few words. For example: “Located in New Hampshire, the innovative Motorsport company offers car tuning services to drivers and car owners.” One sentence should summarize who you are (or what you do) and what sets you apart from your competitors. Words indicating your location will help the reader find you. The fact sheet is the most important element of the press kit. Everything else you put in the package should support the information you provided on that first sheet.

history of the company

The history of the company is presented in a format convenient for quick viewing so that a correspondent, finding out the date of foundation of the company or the date of release of a product to the market, can easily obtain the necessary information. By presenting the history of the company in chronological order, the development of the company is shown, key milestones activities. It also prevents you from writing a story that is too long and boring. The company's history is included in the press kit because it is intended to provide reporters with facts that can later be used in the article. This is not an independent account of what the company has done during its existence. If you are taking the company history from a company brochure or yearbook, at least highlight the most important parts and prepare a one-page excerpt.

Supporting data

The press kit should also include:

• A press release explaining your industry and your niche within it, with brief description what you do and what you expect.
• Customized press releases for each type(s) of market segments you want to attract, detailing the products and services you offer to each market segment and explaining why they are better than your competitors.
• A release that explains the distinctive features of your products and services, as well as the benefits of development or technical qualities.
• Constantly updated news releases about your company's latest developments, special events, product or service news. This release should include a short paragraph about who you are, how you can be contacted, and where you fit in the market.

Press releases should resemble chapters in a book. Each chapter focuses on a specific topic and has a title that describes that topic. For each product produced by your company, or each batch of goods sold in your store, its own releases must be written, presenting the features and advantages of the product, its scope, and price.
The information contained in the press kit should answer the reporter's basic questions.

• What is this?
• How it works?
• How is this different?
• Where can I get this?
• How much does it cost?

Readers always have questions, therefore, the press kit should provide answers (who, what, where, when, why). Your press releases should be accompanied by technical graphics and black and white images of the product and people. Thus, if you always have such releases at your fingertips and you can predict what the client will want to ask you about, you will get competitive advantage. Practicing release writing will help you maintain your leadership position.

Finally, there is data (snippets) from other sources that you can also include in the package of materials. For example, publications from good reviews will increase confidence in your product. Typically, if one trade magazine has written about you in a publication, another will do the same.

Be very careful when using excerpts from different sources. Never modify a newspaper story by cutting and inserting your own comments. Include the entire article in the press kit, and write your opinion separately to focus readers’ attention on the right points, and in no case cut out the headlines. Make sure the name and date of publication of the magazine or newspaper article is mentioned in your clipping.

Make sure your press kit is relevant. Check the dates of your press releases and newspaper clippings to ensure they are current.

When to send and when not to send press kits

A few words about distribution:

• There is no need to send a press kit every time you send a press release.
• You should send out a press kit if you've never done so before and want to make sure all your media partners have the facts they need. Give them out at industry shows to people who write about your industry; or send them with cover letter, which contains past content about your activities. At the same time, insert a comment: “I am attaching a current press kit so that you can update your file about us.”
• Have supplies on hand every time you conduct special event, such as an open house, to hand them out to visiting reporters.

The idea is that press kits should be sent to reporters who are likely to write about you. The press kit will allow them to check their facts. When you send out a press release, there is no guarantee that every newsroom that receives it will release the article. A publisher doing a roundup of news about new products doesn't need a press kit to prepare the press release you send them. Editors and correspondents are already drowning in the mail they receive. Don't make matters worse by sending an entire novel to someone who needs only a small but reliable part of it. Skip the paper and postage costs and save your press kits for those who really need them.

A press kit is a portable, accessible encyclopedia of who you are. Create a package that provides you with a good, solid story, and it will make your job easier.

Results monitoring

The purpose of a press release is mainly to set the information that will be used in the news column and serve as its basis. Your effectiveness as a PR professional is measured by these results, so it makes sense to talk about how to anticipate, monitor and evaluate press reports. As for the descriptions of product characteristics, most of them are prepared taking into account all the necessary knowledge. Material needs additional information(interviews, photographs, etc.) to confirm its authenticity. When everything is ready, you wait for publication. It is perfectly acceptable to ask a reporter about the release date of the story.

Press releases based on press releases are more difficult to track. Typically you read specialized literature for your industry. If you've sent out a release to specific circles, you know when and where to expect responses to it. However, when you work with an audience such as a hotel or restaurant, you need to cover a much larger part of the market. Few people have access to all the daily newspapers on the mailing list. This is where newspaper clipping collection services come in. For a hundred dollars a month, certain people will read newspapers and magazines and cut out every message where your client's name appears. In addition to the monthly fee, they receive money for each clipping and send it to you with the name of the publication and its circulation.

There are video and radio monitoring services. They can track almost all times your company's name is mentioned in publications (using a keyword query). It's much more convenient than paying a dollar for a newspaper clipping every time your hotel is mentioned in business magazine, because it is the main meeting place in the city. Of course, if you want to spend a lot of money, you can organize a collection of newspaper and magazine articles about your competitor, and then compare it and your results.

The most expressive way to use clipping services is to analyze the impact of such materials (clip analysis). You can carry out the analysis yourself or have it carried out special service at extra charge. Clip analysis collects press reviews about your company according to certain indicators. You can choose as many of them as you like. The basic ones are the following:

• How many clippings appeared, at what cost and in what circulation?
• What impact did the link have?
• What type of publications receive the most attention?

Evaluation of placement of advertising materials

To measure psychological impact from placement, you must first determine the type of promotional material and then categorize the clipping. This will allow you to determine that, for example, a short (three-color) product feature description with your company name in the title had more impact than a link (also in three-color image) in a more general news summary. You can divide all the messages about you in the press into several categories, adding certain points to each message. You can then create a pie chart showing the shares of advertising messages of a certain value in relation to each other.

To determine the types of publications that contain your information, you can prepare another pie chart that includes, for example, the number of industry publications divided by the number of publications in consumer publications, or the ratio of the number of news summaries in a trade press to the number of publications on specific product features. This chart will show you at a glance if there is a balance between advertising placements.

Of course, large piles of newspaper clippings with promotional materials for your company are a good factor. Framed and hung on the office wall, newspaper stories with colorful photos and large headlines provide a lot of fun and also remind clients that reporters appreciate your work. But a professional journalist will want to know the details. By analyzing publications, you can determine where your efforts have been successful. You can also tell where the data from the materials you sent out was and was not used. Then you must take specific actions to improve your position in those areas where you are failing. If you have only a vague feeling that one of the publications in your industry didn't include a story about your company, and you make a query to the editor to find out what story was published three months ago in an issue you haven't seen, you will look like a complete idiot. But if you take preventive action and, referring to the lack of publications in a conversation with the editor, tell a large number of information, there is a good chance that the editor will be flattered that you are showing so much interest in the publication.

In addition to all these benefits, your ability to evaluate your performance will be rewarded. If you relate your wages with the results of your work, this will distinguish you as a professional. Make a splash! It's always useful.

Press release. Checklist

1. Make your press release look good

• Use your own letterhead to give your release a professional look and make it recognizable to the editor.
• Use a bright logo or an interesting envelope.
• Print addresses, not stickers.

2. Format and style

• Easy to read font.
• Uppercase and lowercase letters (you can't have everything written in capital letters only).
• Double spacing between lines.
• Try to keep it to two pages.
• At the end of the first sheet, put a note “see. further”, and at the beginning of the next sheet indicate “keyword - 2”.
• At the end of the release, write “###”.
• Indicate the name of the person with whom you can contact, his phone number and e-mail.
• Make a note of whether your message is urgent or timed for a specific date.

3. What's new?

• Address the information to the audience that will be interested in it.
• Identify the editors and journalists who produce stories about your industry.
• Support your news with facts and place it in a modern context.
• Refer to the opinions of the people you quote. Don't interpret messages.

4. Strategy

• Send out your releases at a specific time interval.
• Wait for an opportunity or development of events.

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Any product, no matter what high quality he was in need of advertising. Only advertising can make it interesting to the consumer. On this journey from the conveyor to the counter there is no way to do without

The tools that specialists use to create the conditions for acquaintance are necessary both for journalists and directly for the consumer.

We will talk about irreplaceable PR tools.

Media...

The first of these tools is a media kit, which is a summary of factual data about a product (service), as well as a set standard documents, presentations that are constantly updated.

English media implies the presence of information about the broadcast source.

The set of information is considered complete if it reflects the following data:

Media name;
- appeal from the company’s representative office to its audience;
- biographical information and important facts about the media, its sources;
- information on the format for issuing news and other alerts;
- selection target audience among viewers and readers of the media;
- information about new events, special issues, new forms of media alerts may also be published;
- main unique characteristics of the source media;
- information with comments about advertisers and partners through whom projects are being implemented;
- a list of sections and their semantic use (most often presented in visual tables, which makes it possible to better understand the motivation for this particular method of implementation and not another);
- prices for advertising and PR materials, participation in decisions;
- technical requirements to ready-made materials: layouts, commercials and printed materials, PR projects;
- the last point is to make contacts, i.e. information about a person or group of persons who will provide all the necessary information in the advertising and editorial sections.

A media kit (example in the article) allows you to get maximum information from one source.

The format of information release occurs both in paper form (brochures, magazines) and in the electronic version of these components on the Internet. There is also a format of audio and video releases.

The concept of “media kit” is closely related to another element of PR. It is the only element that is formed for the media regardless of the initial event.

Another tool that helps in the operation of the broadcast system is a press kit.

"Journalist's folder"

Press kit - from the English “press kit” - literally translates as “set (set) of press.”

Perhaps the second most important element after the press release at the time of presentation.

The main function of a press kit is to provide journalists with brief but at the same time succinct information about ongoing events, their main participants, and, of course, about the company itself. Information is provided about the historical past, information about company representatives and its achievements. If we are talking about a product or service, the emphasis is on the advantages of the advertised object.

Since we have already found out that a press kit is a certain set of information for the work of the media, we should conclude: for the convenience of work, it in some way needs to be organized and systematized.

The second name for this element of PR is “folder for journalists”, since this is exactly how the “sharks of the pen” prepare their materials.

If you plan to work at several events, then you should add elements to the folder design that will simplify the process of navigating the material. Sometimes colored paper is used for this.

The folder is usually filled with right side- the most important information; additional materials are often placed on the left.

The second option for designing a press kit is a brochure, which is printed once. Of course, such material is convenient to use, but the downside is the inability to supplement it with new information, and the financial cost is much higher than in the first option.

It is imperative that both in the case of a folder and in the version with a brochure, you need to place contact information; you can supplement the press release with the release of business cards, which will be placed there as well.

However, in order to better understand the significance of these tools for PR, it is worth paying attention to an example of their implementation.

Media kit of the magazine. Examples of implementation

The magazine has long been considered one of the most common forms of media work. Currently, practically nothing has changed, only supplemented by the emergence of analogues of online printing.

Modern forms of media kit for magazines are complemented by animation, sound and video, and infographics. The focus of each component is to ensure that the information is not only remembered, but also correctly perceived.

For a practical understanding of the essence of the concept of “media kit”, it is worth considering examples of its implementation. The direction of publications can be absolutely any. So, good example is a domestic sports magazine "Football", the main page of which is filled with comprehensive information about the sections of the publication, its release format, points of sale, price, and there are also statistics on the number of readers. With the help of animation, accents are correctly placed in the necessary places.

Materials about the company’s services or products;

Additional audio materials.

Summarizing the above facts, it should be noted that recently the format of broadcasting tools has been greatly modernized.

The transformation of the media kit format from its original form is primarily associated with the development technical progress. Since now the life of each of us is half filled with the Internet space, the format of PR tools is moving there.

Of course, at the same time printed publications They didn’t go away, they just took on a different form. So, almost any self-respecting publication has a page on the Internet, which is a direct copy of the magazine, but only online.

And journalists still cannot do without their work folder.

The mechanical need for media kits and press releases has remained relevant since the first form is business card any project, and without the second, the meaningful content of any publication, and even events for the presentation of a product or service, is simply unthinkable.

PR tools are assistants on the path to optimal solutions and waves of information.

Making the film itself is only half the job. The second half is promoting and selling it, trying to distribute the content as widely as possible. For a feature film or documentary, festivals are a great way to reach a wide audience. To promote television content, you prepare an appeal to producers and television networks. Either way, you'll need a compelling press kit.

The process of creating a press kit is not easy, but if done correctly, the result will be well worth the effort. Most press materials are produced digitally. However, there are a couple of times when you will need a physical copy of your press kit: for festivals or screenings.

Here are six tips to help you prepare to create your press kit:

1. Select a folder, make links

You can also use the first slide of your press kit to link to your film's website. This can be done in one of two ways:

1. A separate page on your website.

It would be useful to think about appearance folders for the physical copy of the press kit. Of course, you could just buy a folder with a couple of pockets and put a cover on it that represents your movie. But if your budget allows even a little, it’s better to turn to professionals and order a high-quality folder with original design. Believe me, you won't regret it.

2. Write a synopsis

Chances are you already have a synopsis for the film among the documents you've been preparing for production. In this case, you can simply copy it. But if for some reason you don’t have a synopsis, you’ll have to create one. You can find a couple of recommendations on how to do this in the section dedicated to this issue.

3. Attach biographies

Add resumes of key crew and cast members. For actors, make separate pages about their careers: mention previous films, theater and television productions. For key crew members, create a compelling one-page bio highlighting previous work on other projects. Finally, don't forget about yourself! Make sure your resume is also included with the others.

4. Post production notes

« Production notes" in the press kit

In the production notes section, show the process of making the film. Imagine it as a text short film from the series “how it was” or “behind the scenes”. You can add images - just make sure they are excellent quality and look professional. In addition, don't forget a couple of short funny stories about what happened during filming. This will make the press kit less formal and more interesting to read.

5. Show stills from the film

Add stills from the movie - always great idea! The footage posted must be photographs taken during the production of the film - for example, as a "look outside the frame". It can also be footage directly from the film, obtained from non-linear editing programs. Be sure to pay attention to their quality.

6. Add reviews and testimonials

While your film is playing at festivals, collect feedback from those media outlets that have commented on it. You can also add reviews from other people in the filmmaking community who have supported you or openly commented on the film. Use reviews and opinions to your advantage.

Business topics

• IT market and IT business: strategies, prospects and development forecasts.
• Current events and trends in industry IT markets, technologies and trends.
• Tasks and problems of automation in various sectors.
• Information security aspects of IT use.

IT services and system integration

• Creation, testing and implementation of complex industry solutions and IT systems.
• IT consulting: implementation of IT management processes set out in ITIL, IT asset management, business management information systems: ERP, CRM, HRM, BMP, SCM.
• Infrastructure solutions: creation, development, support of engineering and IT infrastructures, virtualization and storage systems.
• Data processing centers: design and construction, certification and audit, modular and mobile data centers.
• Service direction: Data center as a service, IT outsourcing, outstaffing, cloud services for large, medium and small businesses (IaaS, SaaS, PaaS), contact centers, service management and technical audit, service support.
• BI: Competencies in performance management, information management technologies, data warehousing, business analytics, planning and budgeting.
• Networks, telecommunications and energy: technological and economic aspects, innovations, market trends and current solutions.
• Information Security: trends and problems in providing information security, legal issues information protection, information security expertise.
• AiTeco's own developments: RUSTEK cloud platform; platform for processing big data “Digital Alphabet”, solutions based on artificial intelligence SmartSel, SmartCS, “Analytical Courier”, X-files, fleet management system TransBase.

HR and socially significant programs

• Cooperation with universities: interaction modern business and education, issues of training IT specialists, support educational programs and holding specialized events (competitions, olympiads), organizing special courses.
• Corporate social responsibility.
• HR topics: career in IT, issues and problems of finding qualified personnel, corporate training programs, personnel assessment and motivation tools.

"iTeco" in facts and figures

Brief history of the company

• 1997 Center formed information technologies"KAMI."
• 2000 The company is represented on the market under the I-Teco brand.
• 2002 The first Intel and HP Competence Center in Russia was founded on the basis of ITeco.
• 2004 Open regional offices in the Ural, North-West regions and the Republic of Bashkortostan.
• 2007 ITeco received the CNews Awards as the company of the year in the field of system integration. Representative offices of the company were opened in the Republics of Kazakhstan and Uzbekistan.
• 2008 We launched our own commercial data center “TrustInfo” of the Tier III level with 1200 rack spaces, which has no analogues in terms of the degree of protection from man-made disasters and the set of characteristics.
• 2009 AiTeco includes the Russian consulting company BI Partner, specializing in providing professional services in the field of data warehousing, business intelligence systems, strategic planning and financial management. In the ITeco staff — 1000 people.
• 2010 ITeco entered the Top 200 private/non-public companies in Russia (Forbes) for the first time.
• 2011 An online store of cloud services has been opened - a showcase i-Oblako.ru based on the TrustInfo data center.
• 2012 On the base Service center AiTeco has created a subsidiary company, Servionika, a universal provider, the main focus of which is the development of mass IT services and outsourcing projects. ITeco's staff exceeded 2,000 employees.
• 2013 ITeco received the status of Supplier of the Sochi 2014 Games, having begun the implementation of several large-scale Olympic projects. Under the management of Servionics, LogiCall, one of the largest outsourcing contact centers with a distributed structure, was launched in Russia.
• 2014 For their great contribution to the preparation and holding of the XXII Olympic and XI Paralympic Games in Sochi, gratitude was received from the President of the OCOG “Sochi 2014” Dmitry Chernyshenko, FSB, public organizations. Project managers were awarded medals and certificates on behalf of the President of the Russian Federation V.V. Putin and thanks to Prime Minister D.A. Medvedev.
  Two new brands were introduced to the market: the Witte Consulting company was founded on the basis of the AiTeco Business Consulting department, and the RASSE company (Development of Communications and Energy Systems) was founded on the basis of the AiTeco Networks and Telecommunications Department.
• 2015 Bringing our own products to market : corporate virtualization platform "ES2015-Terem"; highly secure cloud platform RUSTEC; solutions for monitoring the performance of telecommunication networks "Kometrics"; software platform “AK. Big Data”; radio relay equipment own production; systems for processing data on network computer incidents. Opening of a subsidiary company 2Tolk in Skolkovo.
• 2016 AiTeco's own developments were included in Single register Russian software: “Analytical Courier”; X-Files; RUSTEC platform; YuZEDO i-Konto system; PAK "ES2015-Terem". Created Innovation Center"iTeco" in Skolkovo.
• 2017 The Emercoin blockchain consortium has been created - a joint project of the IT Center, Emercoin and Hash Coins.

ITeco company today

Continuing the transformation from an infrastructure system integrator to an IT service company, iTeco takes a leading position in providing IT services in various segments of the IT market:

• TOP 5 IT service providers in Russia (RAEX/Expert RA, IDC, 2018)
• TOP 5 IT companies in Russia (RAEX/Expert RA, 2018)
• TOP 5 integrators of engineering infrastructure and physical security systems (CNews, 2017)
• TOP 5 system integrators in Russia in the field of building IT infrastructure (CNews, 2017)
• TOP 5 integrators of telecommunication solutions (RAEX/Expert RA, 2018)
• TOP 5 providers of IaaS solutions (iKS Consulting, 2018)
• TOP 10 software developers (RAEX/Expert RA, 2018)
• TOP 10 consulting groups(RAEX/Expert RA, 2018)
• TOP 10 largest commercial data centers in Russia (iKS Consulting, 2017)
• TOP 10 providers of solutions for data analysis (CNews, 2017)
• TOP 10 IT suppliers for banks, telecom operators, the Russian public sector (CNews, 2017), in retail (CNews, 2018)
• TOP-500 largest companies Russia (RBC, RAEX, 2017)
• Supplier of the Games in Sochi 2014
• Supplier of the Moscow Government
• Reliable supplier of the trade portal fabrik ant.ru
• Since 2007, the company has been included in the list several times the most attractive employers according to the portal SuperJob.ru.

Management

• Chairman of the Board of Directors of AiTeco Alexey Remizov- V Top 10 the most authoritative leaders and three times - in Top 25 the best management IT companies in Russia (CRN/RE).
• Director of strategic development Vladimir Lvov And Commercial Director Alexey Kuzin- V Top 10 the best functional directors in the IT sector (rating of the Russian Managers Association and Kommersant).

Photo: Medium. Google Press Center

The press section of your website will help you keep track of press requests. This is where all inquiries are initially directed, as journalists always look at the site first before contacting the company. Therefore, it should include basic information about the organization that any journalist, regardless of the publication for which he works, can use to understand what you do and assess your current state of affairs. If you don't provide this information online, every journalist who calls you will ask the same basic questions over and over again. You will not only waste your time, but also the time of the press officer.

Important points

• Don't forget to indicate that the copyright for all multimedia information belongs to your company. If you are unsure how to phrase this, contact your lawyer.
• Please provide contact details for press inquiries.

When you're ready to contact publications directly to ask them to cover an event, a press section on your website will serve as an organized foundation for your campaign since all the basics are already gathered and ready to go.

Information to be provided

Biography of senior executives and/or founders

FAQ

• A short description of what you do.
• Opening date.
• Location of headquarters and location of other offices.
• Number of employees.
• Description of main products/services.
• Price of main products/services.
• Launch date of main products/services.
• The place where these products/services are produced.
• User data, including major customer names and statistics.
• Place of sale of products/services, including digital platforms.
• The size of the industry and your place in it.
• Income statistics.
• Growth statistics.
• Names of the main investors.
• Investment attraction statistics.

Multimedia information

• Logo.
• Photos of senior executives and/or founders.
• Photos of your company's offices.
• Other relevant photos or videos (products, services, events).
• Screenshots of web products or applications that demonstrate what you do.

Press releases

• Keep this section updated. Indicate the latest releases in your news feed. This will give journalists historical context - they will see how you have grown.

Press contacts

• This could be the press service or one person from the marketing department responsible for inquiries.  

What do you need for a story press kit?

"Wow, this one new startup in our area is simply wonderful. The founder is a graduate of the local university, so he obviously good man. They make great products!”

To tell your story, journalists need real facts about your business. Therefore, you should include this information in advance in the press section of your website. Then during the press campaign, journalists will also need your press release plus any new information. Together, this will be your story press kit.

For thought

• If you're hosting an event, why not invite journalists to attend?
• If you offer special access to a trial version of your product or service, say so.

Sending subtleties

Previously, press kits were delivered to publications by mail or courier. The letter contained a paper press release, several photographs of top managers and a videotape. Everything has changed. Today, the material package quite often only complicates the entire process for publishing. Nowadays, news is a digital product, so if you send a paper press release, journalists will have to retype it. This will take time.

Important: Please note the file size before emailing your press kit. Large files can block a journalist's inbox. In this case, he will have to delete the file in order to continue working. Often it is removed before it has even been opened. Send small files and include a link to the press section of your site.

It may be necessary to send a press kit by regular mail, depending on your company and the type of announcement you want to make. Don't waste money on a package if you're sending it to an unfamiliar journalist with whom you've never dealt before. Material press kits can cost a lot of money.

Use press kit content