Business owners seeking to earn their own publicity can get tripped up before they begin. Getting up to speed about how to write a press release and
how to prepare a press kit can be a bit overwhelming for the uninitiated. Take heart. With focused effort and attention, it doesn't have to be hard.
Begin with the knowledge that news stands on its own merit. The more timely, newsworthy, relevant, trend-worthy and hard-hitting your news, the
better the likelihood that you'll earn the headlines you seek.
News hits you squarely between the eyes, kicks you in the stomach, makes you think, touches your heart, or kicks you in the behind. If the information
you have to share fails to meet any of these criteria, you may not have a story that is worthy of media attention. No amount of fancy packaging is going
to be the ticket to the front page of your hometown newspaper, business journal or media broadcast.
Present your news in a way that captures attention, compels editors and reporters to care, and serves the readers, listeners or viewers. And, provide the
support and access necessary to support accurate, timely reporting.
If you are serious about earning favorable publicity over time, get serious about making it easy for reporters to tell your stories. Prepare a press kit that
shares the highlights about you and your company in a clear, compelling way. And offer the convenience of 24/7 online access to this information.
The basic elements within your online press kit include the following:
> Your biography and/or your speaker sheet
> Your digital photo and/or digital photos of your products
> A backgrounder that explains the origins of your company, to whom you offer products or services, and the kinds of problems you solve for your
customers
> A fact sheet that explains when your company launched, the progress it has made to date, the scope and reach of your products and services,
awards and recognition you've earned, and other relevant facts
> Press releases with the latest news first
> Links to press coverage earned to date
> Testimonials from customers
> Your company logo
> Suggested interview questions
> Contact information to facilitate interview coordination.
When you make these elements readily available, you support every reporter's quest for accurate, timely and complete information. When interview
opportunities occur, you can confirm that the reporter has accessed this information and use your time together to dig deeper into the story at hand and
offer news the reporter can't get anywhere else.
Consider this list of "don'ts" and "do's" as you prepare to create a winning press kit of your own.
> Don't spend a fortune on elaborate press packages or feed the landfills with weight without substance.
> Don't contribute to the back problems with the heavy load that could be your press kit at the next industry trade show when an online press kit
can do the job.
> Do put the most newsworthy news releases front and center.
> Do go beyond boilerplate and make your bio an interesting read. If your experience and credentials read like "blah, blah, blah" to you or your
closest colleague, chances are they will be received in a similar way -- or worse -- by a busy reporter who is skimming for the most compelling
facts.
> Do sit for a professional photograph (head shot) to put your best face forward. Label your photo with your full name, title, and the date to make it
easy for editors to identify you. Digital images of at least 300 dots per inch (DPI) are best.
> Do identify your best customers and offer e-mail or phone access to make it easy for reporters to get in touch to capture their perspectives.
> Be prepared to identify your top competitors and how their offerings are contributing to the current dynamics in the marketplace.
Nancy S. Juetten owns Main Street Media Savvy.
As an experienced, talented, and passionate publicist and storyteller, Nancy knows
who to call and what to say to capture the attention and interest of writers and
editors around town and elsewhere. She is also the author of the Media-Savvy-to-Go
publicity toolkit that helps publicity-seeking business owners everywhere get
seen, heard, and celebrated in their own backyard. To learn more, go to: www.mainstreetmediasavvy.com
Reprinted with permission
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