Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Arsenal
Press kits aren't just for multi-national corporations; every company--large or small--can use press kits to introduce themselves to the media with the goal of getting the coveted coverage only a few receive. Most companies don't take full advantage of press kits, leaving the door wide open for those that do.
Published on: Mar 4, 2016
Transcripts - Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Arsenal
Press KitsHow To Create A Powerful—And Essential—Part Of Your Marketing Arsenal
Lisa Horn, CASHello! I’m Lisa Horn, CAS,!a.k.a. @ThePublicityGal, !and I put my 18 years of !promotional products industry experience to work consulting with a number of suppliers, distributors and service providers on theirpublicity, content marketing, catalog, socialmedia and strategic communication efforts.
Takeaways: What You’ll LearnIn today’s session, we will:• Examine why media relations is important• Understand the role press kits play at media outlets• Learn the 10 ingredients every press kit should include• Cover tips for working with the media
Get Social: Live Sharing Tweet away! Please use #PPAIExpo and/or @thepublicitygal so everyone can track ! the conversation.
Why Media Relations?Unlike other types of marketing& advertising, media relationsoffers several unique beneﬁts:• Implied third-party endorsement• Trust factor; it’s what ! others say about you• Boost to overall image ! and reputation
Why Media Relations?• Builds links to your website and content for your press page• Gives social proof that ! you are expert enough ! to be considered a ! source• Gives content for social ! media
Why Media Relations? • Conversation starter with clients and prospects, turning ! a cold call into a warm call • Can lead to guest blogging and/or speaking opportunities, increasing your impact and inﬂuence even more
The Press KitThe press kit (media kit) is a formal introduction ofyou and your company. Used by entrepreneurs,small biz and large corporations, the press kit tellsyour story through a collection of companyinformation and articles to the media, investors,clients, prospects and others.Like other marketing tactics, the goal is to get !your audience’s attention and create enough !interest so they contact you for more info.
The Press Kit IngredientsA comprehensive press kit should include:1. An introductory pitch letter—the executive summary that tells the media what’s in it for them2. A company bio, including history3. Individual corporate bios of company leadership4. Product and service overview, including ! catalogs, sell sheets, reviews, samples, etc.
The Press Kit Ingredients5. Current press releases6. Recent press mentions and published articles7. Sample news story and/or list of story ideas8. Videos, podcasts, photos 9. Frequently asked questions10. Any other credentials that position you as ! an expert
The Press Kit IngredientsBonus materials: Depending on your audience and thepurpose of your press kit, you can include:• Financial info (for investor audience)• Industry info (for media outside promo products)• Additional support materials: white papers, articles by senior management, company newsletters• Charitable endeavors
Simple Or Elaborate?How detailed and complex should your press kit be?It depends on:• What you want to communicate about your company, product and brand• How frequently information changes• Who your audience is• How much budget you have
Printed Or Electronic?An electronic version of your press kit must live onyour website for download. Print it if you:• Are doing a targeted mailing with a speciﬁc purpose• Have product samples, catalog or other bulky items to include• Want to make an impression with creative ! design and packaging• Have a budget to allocate to print
Press Kit VisibilityYour press kit has been created. Now what?• Target media outlets to contact• Add a downloadable PDF on your website’s ! press page• Write about it on your blog• Post about it on social media• Include it in your company newsletter
Contacting The MediaWhen sending your press kit to the media:• Do your homework and understand the publication you’re pitching—and tailor your press kit accordingly.• Provide comprehensive info, but don’t overwhelm. • Take an audience centric approach and provide ! what they need.• When contacted, respond quickly; editors ! are ALWAYS on deadline.
Final ThoughtsThere’s no such thing as free !press. Earned media is truly !earned—in time and effort.Getting mentioned in the !press—from small niche !magazines to large newsstand !publications—is worth the !investment and should be an integral part ofyour comprehensive marketing plans.
Let’s Connecthttp://www.facebook.com/lisakhorn.biz http://twitter.com/thepublicitygal