07/ 19/ 2007
Do you ever wonder how newspapers and magazines choose the sources they do for articles? And do you ever ask yourself, "Hey, why didn't they call me? I would have been a perfect source for that!" If you answered yes to both questions, you probably don't realize how important a media kit can be to your business.
Whether it's a simple press release announcing a new product or service or a shiny folder with pages upon pages of information about your business, a media kit can be a powerful tool in exposing your business to new customers and clients. But handle media relations poorly, and your story will get tossed in the garbage faster than an editor can finish reading the first paragraph.
As a small-business owner, you might not have the budget to hire a knowledgeable publicist. But luckily, you don't need a publicist to get yourself in front of the right editors. All you need are these commonsense tips to successfully promote your business to the media:
1. Write clearly: As with anything, burying the point of the press release or using jargon that isn't widely known will do nothing more than confuse your reader and lose their interest quickly. A compelling headline can draw your reader in, while a few short, concise paragraphs can let them know if they're interested in learning more. If they are, direct them to your Web site where they can read more, but keep your press releases short and simple.
2. Include company information: In addition to the relevant news, include information about your company, including a short history of the business as well as important information like where you're located, how many employees you have and a clear description of what your business does. Most important, however, is contact information. Every single component of your media kit should include a media contact, a phone number and e-mail address. Since small businesses don't always have publicists, make sure to include the title of the media contact so members of the media know to whom they'll be talking.
3. Keep it relevant: As with other kinds of marketing, sending out irrelevant information to 1,000 people is no more powerful than sending out a targeted message to 100 people. To be effective, you have to target your message to individual publications. A publication focusing on technology might be interested in your new software for time management; the local newspaper may not care as much. What the local newspaper will care about, however, is an open house demonstration of the new software at your business. Know the audience and try to figure out what they'd be interested in before contacting that publication. If you don't, the recipient of your materials will see straight through your thoughtlessness and thoughtlessly throw your media kit in the garbage.
4. Be helpful: Let's say you think a national magazine would be insane not to include something on your new product release. Maybe you're right, but no matter, offer other suggestions for ways you can help them. Members of the press are busy people, too, so whatever you can do to fit your business in a story for them, the less work they'll have to do tracking down more sources. "Looking for an expert on time management? We'd be happy to be your source." Also, think about your business structure for ways to promote your business. If you recently doubled your revenue in the last year or added employees, ask the publication to consider you for an article on business growth or hiring new recruits. You may not get the plug you originally wanted, but you will get exposure.
5. Follow up: Following up can keep you fresh on their minds, but don't overdo it. A week after sending your information, follow up with your contact to see if what you provided them was helpful. And if not, ask if there anything else you could provide them or is there anything in particular they look for in a story. If your business doesn't fit what they're looking for, don't waste your energy and scratch them off your list. Instead, find a new publication that is a good fit to pursue.
