Press Kit 101: promoting previous publicity
January 28, 2010 by Mary Ellen
You may want to share hard copies of articles about your business when you communicate with the media, even if you have an online media room.
For those who plan to use a traditional press kit, make your previous publicity work harder for you. Here’s how:
- Highlight your mentions in previous articles. This saves the recipient from searching for your name, your quote, your specific. If the article is all about your company, highlight a key point or pertinent quote. On the other hand, your highlight will make you more prominent in a compilation article or series.
- Make sure credits show on your publications: names, dates, contributing author. (NOTE: The time to get permission to use this information is when it is printed. Contact the publication and ask about their reprint policy.)
- Give special attention to the organization of your stories. Include most recent materials on top, filing in reverse order to oldest dated information.
- Be selective. If you have dozens of press clippings, include only the most significant or those most pertinent to the target.
- When sending your press kit to multiple locations, keep a duplicate so you know where materials “live.” You can then find referenced information quickly, or you could direct someone else to do the same. (HINT: If this kit is available at the office then other employees can be taught to refer to it as well.)
- Include a personalized cover letter when you send your press kit. HINT: Refer to a particular item (you’ll notice …) and thus direct the recipient inside the kit.
- In addition, take the time to target the recipient and customize your communication to him/her. For example, if the publication has a section for which you’d be perfect, mention it. As a storefront, if you are a tourist attraction, make a case to be included in a regular column about highlights of a city; a service provider who is a subject matter expert, might site examples of quotes or feature articles pointing to his/her specialty. Give the publication a good reason to make your story/idea work.
- Most of all, make it easy for the publication to like you and showcase your business in a future issue!
- Include contact information on all materials.
While there’s no magic formula to capture the attention of the media, one thing is certain: If you don’t work at it you have no chance.
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Social media sidebar: Before sending to a blogger:
A. ask permission (better yet, build a relationship first so it’s coming from someone they already know and are interested in) And, when you send them an email inquiring about potential interest, make sure you show you know their blog focus. Don’t, for example, expect a business blogger to want to know about some celebrity’s pregnancy self-help book.
B. Make sure it’s relevant to what they write about (for example – just because I write on a blog about marketing to women DOES NOT mean I want to know or write about sexual aids or how to land a man.)
(The downside to showing up on that Forbes top 20 list – my PR spam has increased.)