Press kits act as an informative one-stop-shop for journalists, reporters and media houses, explaining all the crucial facts about the automobile manufacture’s new product into a neat, easily digestible package. The idea is to offer accessible reference where journalists, reporters and media houses can figure out the key people, facts and information about the product without having to speak to any PR Representative. Images and videos are like the peanut butter and jelly of a press kit for a car manufacturer. They’re a match made in PR heaven. Images can show off the car’s sleek design and killer features, while videos can showcase the car in action and highlight its performance. It’s all about visual storytelling!

Providing a press kit is like offering a VIP pass to the media, you’re saying, “Hey, we love media houses, here’s everything you need to put your story together as well as how to reach us”.

Finally, What is B-roll or creating stock imagery? In the context of a press kit for an auto manufacturer, B-roll is like the spice of the visual content. It’s the added flavor that makes the images and videos more dynamic and interesting. For example, a B-roll shot might be a close-up of the car’s engine, or a video of the car being driven on a winding road, or a panning shot of the car from different angles. It helps to showcase the car’s features and performance in a more engaging way, and gives journalists something to work with when they’re writing about the car.

And creating stock imagery for auto manufacturers is like having a secret stash of visual assets that can be used in any situation. It’s like having a reserve army of images that can be deployed at any time to help with marketing efforts. News Media houses don’t want to fly people in and out all the time just to collate 30s worth of footage for a news item. They like the manufacturer to provided the footages and re-edit them as to how they want and then broadcast. Much easier and simpler. Media houses can then edit the footage as needed and use it in their different formats, making the process much more convenient for both parties involved.

A general rule, when sending B-rolls and Stock footage to the press, duration matters! Big, high-quality Stock footages and B-rolls are the name of the game if you want your media kit to stand out. The point is to give any journalist viewing your media kit instant access to high-quality & magazine-ready images they can use right away.

The objective of this footage is to provide media houses with highest-quality visuals that they can use in their news segments or any other mediums. By providing pre-recorded footage of their vehicles in action, manufacturers can ensure that their products are presented in the best light possible. It allows manufacturers to control the narrative surrounding their products by showcasing them in the most flattering and exciting scenarios.

Furthermore, by providing this footage, manufacturers make it easier for media houses to create compelling stories about their products without the need for extensive on-site filming. This streamlines the process for media houses, making it more likely that they will use the manufacturer’s footage in their content piece.

Pro Tip: You should really spend time and have automotive content professionals shoot this. It provides huge value to the media and removes the instant roadblock for coverage when there are reasons like :

  • It provides flexibility in storytelling, as the footage can be edited and repurposed to fit different contexts and messaging.
  • Time constraints, as the journalist may have a tight deadline to meet and his content creator may need more time to capture the right shots.
  • Additional costs, such as travel expenses and accommodations for the additional crew travelling with journalists.
  • Smaller media houses don’t always have high professional equipments which can make your product look ordinary.

Usual requirements by media houses :

  • Product images
  • Headshots of management images
  • ‘Action’ or ‘In-motion’ shots
  • Reels for social Media
  • Video : B-Rolls

The goal is to provide media houses with content that is easy to use, visually appealing, and accurately represents the product or brand. The requirements vary, but here are some general guidelines:

  • High-quality, high-resolution images and videos.
  • Images should be properly formatted (e.g., JPEG or PNG) and properly named.
  • Videos should be shot in HD or 4K, with a consistent frame rate (e.g., 24 or 30 or 120 frames per second).
  • Videos should be properly encoded (e.g., MP4 or MOV) and include closed captions or subtitles.
  • Images and videos should be properly edited and color-corrected.
  • Images and videos should be accompanied by a caption or description that provides context and attribution.

All things considered, it can be more efficient and cost-effective for OEMs to create B-roll footage in-house and have it ready to go.

Lifeworks Studios has a pretty impressive client roster, including some of the biggest names in the auto industry. That’s like a hall of fame lineup of clients for who we have created press kits:

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