| After two years of construction dust, beams and | | | | product sheets, brief biographies and credentials |
| hard hats seemed normal. Planning for an official | | | | of key personnel. |
| grand opening week included scheduling tours, | | | | In addition, Fact Sheets (or FAQ's) present "at a |
| receptions and special events. Staff teams sifted | | | | glance" information and are especially effective in |
| through lists of dignitaries, vendors, neighbors, | | | | a complex organization or multi-tiered event. One |
| family and friends; they ordered the favors, | | | | author published Fast Facts, a one sheet with |
| organized menus and reviewed plans. When a | | | | talking points about her, her company and her |
| reporter requested a media kit, the staff looked | | | | book. A nonprofit organization posted Fact Sheets |
| at each other blankly. No media kit existed. | | | | internally at phone stations to ensure that |
| The why of media kits | | | | volunteers had access to details. |
| Media kits provide an abridged version of you and | | | | Another practical component of a media kit is a |
| your business to many sources. From background | | | | customer list or testimonial sheet that includes |
| to company highlights, media kits include | | | | several quotes about your product or service. |
| information that may be of interest to those | | | | Case studies from satisfied customers showcase |
| writing an article, producing or conducting an | | | | how your company solves problems. While most |
| interview, or otherwise providing the public with | | | | journalists will uncover their own information, |
| features and facts. Online or digital press rooms | | | | these quotes provide background and add a third |
| serve as repositories on the web for all your | | | | party to your credibility. Reporters may call these |
| press materials, downloadable and accessible 24/7. | | | | sources for additional information or sidebar |
| As David Meerman Scott author of "The New | | | | stories. |
| Rules of Marketing & PR" notes, "...when | | | | The who of media kits |
| people want to know what's current about an | | | | Media kits can take on the personality of the |
| organization, they go to an online media room." | | | | business; a pizzeria, for example, might opt for a |
| Compiling your media kit takes organization and | | | | pizza box info holder, something that would be |
| preparation. Like construction, it may feel chaotic | | | | inappropriate for a medical concern. High resolution |
| while you're putting it together. Outlining and | | | | pictures (300 dpi is essential for print media) of |
| producing this element of your company's | | | | key executives are appropriate; include a CD with |
| promotion guarantees peace of mind when you're | | | | several high resolution photos of an event. |
| asked for information or interviewed by media. | | | | Many professional service providers publish a |
| Elissa Breitbard, owner of Betty's Bath and Day | | | | newsletter such as ProfitMeister; copies of past |
| Spa in Albuquerque, spoke openly about her | | | | issues could be included in the media kit. |
| experience in building a media kit. "Once we pulled | | | | Professional speakers may find it helpful to include |
| everything together it was as if we'd moved to a | | | | audio as well as video; we suggest that demos be |
| new level company-wide. After five years in | | | | under the magic seven minute time limit. |
| business we'd finally arrived." | | | | The where of media kits |
| The when of media kits | | | | Your collection of materials needs to be grouped |
| Any newsworthy event might result in a request | | | | together to be complete. Its appearance must be |
| for a media kit. Your business would be well | | | | clean, attractive and consistent with your |
| served to have a package ready for any of | | | | company image. Have fun with the many choices |
| these specific opportunities: | | | | in packaging. |
| Grand opening or ribbon cutting | | | | Most businesses elect to place all items in a |
| New product introduction | | | | two-pocket folder with their company label on the |
| Celebrity appearance | | | | outside. Include a business card in the slot in the |
| Groundbreaking ceremony | | | | folder. As part of your checklist, be sure that |
| Partnership announcement | | | | each item in the kit includes current contact |
| Book publication | | | | information; check all phone and fax numbers for |
| Conference speaker | | | | accuracy and include website and email addresses. |
| Release of special report or survey results | | | | While this may seem redundant, it is critical that |
| Preparation in the face of disaster is also good | | | | the professional be able to access your |
| defense, although no one wants to think the | | | | information quickly and easily. |
| worst. Last spring, for example, a major retailer | | | | The how of media kits |
| experienced a fire at one location; media kits | | | | Hammering out written materials could require the |
| offered background information that would not | | | | services of a professional writer, graphic designer |
| otherwise have been available. As a result, the | | | | or photographer. However, it can also be |
| retailer got a behind-the-scenes story before the | | | | effectively done in your own office using a |
| public. | | | | program like Publisher or In-Design. |
| The what of media kits | | | | Once you have developed your media kit, you |
| How do you decide what information to include? | | | | may decide to add a press room to your website. |
| The answer is simple. Relevance rules. Begin with | | | | The temptation to "pdf" all materials and have an |
| your most recent news release. Your release | | | | immediate online duplication of your printed |
| includes the five "w's" and an "h": who, what, | | | | materials will be great. Consider your audience and |
| when, where, why and how, woven into the | | | | remember that on the web, less is more. |
| story. ProfitMeister will tackle the "how" of news | | | | Conclusion |
| releases in another issue. Email me for my special | | | | If you've completed the process, relax. Enjoy the |
| tipsheet on preparing your news release. | | | | secure feeling that comes from being prepared |
| While few hard, fast rules exist, most public | | | | and mark your calendar to update media kit |
| relations experts agree that your media kit must | | | | materials on a quarterly basis. |
| also include basics like a company brochure, | | | | |