Are You Ready For The Media?
Are you trying to get published in the newspaper? Perhaps you want to land an interview for TV or a magazine. Maybe you’re looking for to do a regular newspaper column or radio show. Whatever the case may be, before you start attracting the media, you need to be prepared.
A couple years ago, out of the blue, I was contacted by a print magazine to do an interview about working from home. I jumped at the opportunity but soon realized that I wasn’t prepared. They were requesting items that I didn’t have so I had to scramble to put them together. Ultimately, I did get the interview and it went well but being unprepared could have cost me that huge opportunity.
This is why I recommend you have a press kit available. You should have a print version as well as a digital version, perhaps in a zip file. You could create a web page with all this information, but I still recommend you have a zip file for easy download.
Here are the items to include in your press kit:
Cover Letter: If you plan to send out press releases whether hard copy or by email, you’ll need a good cover letter to grab the editors interest
Media Coverage: Include all of your most recent press releases as well as any positive press coverage that you’ve already received.
You may also want to include a page of testimonials. Ensure they talk about the positive aspects of the products, the services but they need to be specific “this product helped me…” or “your company (or service) saved me…”.
Biography: Keep it short, simple and easy to read. Make it interesting enough that people can get a feel for who you are. Put it on company letterhead. Include your title, history about why you started the company or how you got in to it, your thoughts on it. Also include basic personal information as well as quotes from you that the media can use.
If you have a more structured business with multiple key players (President, CEO, Vice-President), create a bio for each.
Business Information Sheet: Create a basic information sheet about your business. Background; when it started, what it offers, benefits to the consumer, business hours, contact person, contact information, website address, etc.
Photos: These don’t have to be professional but if your photo is going into print, it will need to be high quality, high resolution and at least a 5×7 and preferably an 8×10 size so they can manipulate it a bit. Digital photos are typically ok as long as the quality is good.
Samples: Offer samples of your product. If your product is digital, cut a chapter or two and table of contents out of the ebook, give them a sheet from your coaching or training material or find another way to create a sample of your product.
Brochure: Especially important when sending by mail or if you don’t have a web site. It helps take the guess work out of your product/service and makes it easy for the editor to understand your business.
Business card: Small, easy to manage and good for filing for future reference even if they cannot use your story now.
Other items you may want to include:
- Business logo or graphic
- A copy of a company newsletter
- References to or articles about the industry (for reporters to research if needed)
The easier you make it for the media, the more likely it is that they’ll take the next step. This might be an interview, featured article, etc. If you don’t have a press kit prepared, you may want to spend a little time collecting these items. You don’t have to do it all at once, but you should at least start the process.
Be sure to keep your press kit updated as new things happen with your business.
