Posts Tagged ‘journalism’

What Should You Have In Your Online Media Kit?

Friday, July 3rd, 2009

Good public relations begins with a media kit. And if you plan to do business online you should seriously think about developing an online media kit. But what should go into it?

Your online media kit should make it easy for members of the media to learn more about you and your team. What you do, why you do it, who your target market is, and anything related to community that you do as well. Your media kit is the resource that journalists and other media will refer to when they are looking for someone to interview or gain research and knowledge about a particular topic.

So does a good media kit consist of?

First, it should include your biography. Not a book, but a few paragraphs that say where you’ve been and what your credentials are. Ask the question, “Why am I the expert” and then give the answer.

Next, include some information about what it is you are trying to accomplish. The Small Business Mavericks media kit includes a backgrounder, which is a sort of online white paper that offers statistics and insights into the market that I’m trying to tap into. This can read as an HTML web page or a .pdf download. Something similar for your business that explains what you do and why should also be included in your media kit.

If you have other media mentions such as interviews, quotes in news stories, features articles, op-ed pieces – anything at all – then include those. Media people like to know that you understand what they are looking for and will be sensitive to the news cycle.

Finally, press releases. If you have any press releases that you’ve distributed online or have sent out to media in your local area or nationally then include those. Sometimes, a press release is all a media person needs to answer a question and they won’t have to bother calling you. They can just quote the release.

Other things you can include in your media kit are:

  • Videos
  • Podcasts
  • Articles you’ve written
  • Social media profiles
  • Testimonials or endorsements
  • Photos

Anything that will help a media person do his or her job and find information quickly is a good idea to have in your media kit. Take a look at the Small Business Maverick media kit.

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Posted in PR for Small Business | 9 Comments »

How’s Your Relationship With The Local Press?

Monday, June 15th, 2009

If you run a local business online or have an online presence for a local business – for that matter, if you are a local business at all – then you should work on your relationship with the local press. There are some great opportunities for free publicity just by becoming an expert in a topic that journalists might like to cover.

If you read your local newspapers you’re likely to find stories that touch upon what you do in your business. When you see those stories it’s a great opportunity to send a short note to the editor and offering yourself as a credible expert to call upon when more stories of that nature pop up. Newspapers reporters all have a list of resources to call for certain types of stories and you want your name on that list. But be subtle. You don’t want it to seem like you are begging and you don’t want to be too pushy. You want your initial communication with a news person to be short and respectful:

  • Be friendly. Nothing annoys news editors and reporters more than a pushy person looking for free publicity.
  • Be helpful. There is no substitute for helpfulness.
  • Write a short note about how you liked an article on such-and-such topic. Be positive.
  • Be specific about what you liked.
  • Offer yourself as a resource in the future, but don’t be too pushy or aggressive.
  • Wait. This is one instance where persistence doesn’t pay off. You’ve made your offer now wait for a call. There likely won’t be articles on your topic every day. If you see an article in the future that you could have been consulted on and weren’t, send a short reminder but nothing too pushy.

Being an expert consultant for journalists working on stories is one of the best ways to get free publicity, but you have to finesse your way into it. Being overly aggressive can kill your chances.

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Posted in PR for Small Business | 3 Comments »