Written by: Amalia Martino
From volunteer-led nonprofits to consumer companies changing how things are done, everyone is seeking positive attention for the work they are doing. Sure, receiving thank-you notes, customer comments, or social likes and shares are nice. Nothing, however, seems to demonstrate value, legitimacy and praise like a well-placed story in the media.
This rarely happens by accident. We hear stories from time to time about how the “Most famous blogger just contacted us out-of-the-blue,” or “Channel 7 just showed up with questions about a story they were working on.” These are like winning a lottery ticket. If you seek positive media coverage, you have to work for it. But before you do anything, you must be prepared to receive it. Build a media kit and they will come – maybe.
A media kit can be different things to different people. They can also be industry specific. But you start by brainstorming a list of items you think a representative of the media will ask you for. Imagine they call tomorrow and need whatever it is within the hour. Different types of media (print, broadcast, online) may require different things. Ideally, you’ll be ready to rock, because you’ve already put it all in your media kit.
These can include (but are in no way limited to) the following:
- Logo – High resolution, not a thumbnail jpg.
- People photos, including professional head shots that you love and would like to see in lights (high quality, print ready, not taken with your old flip phone).
- Product photos (high quality, print ready, not taken with your old flip phone).
- Personal Bio & Resume.
- Company Bio.
- Product Specifications.
- Product Order Instructions.
- Sales/Revenue Data.
- Additional Graphics – Media loves content, so stuff like infographics, social graphics, etc. will set you apart.
- Video(s) – Again, media loves content, so providing them with a video (not too sales-y) to include in their online story will set you apart.
- B-roll footage – If TV calls, they love any footage you can give to help tell the story.
- Sources – This is a big one. You may think that media only wants you to tell your story. But it’s actually more valuable for others – especially those who have solved a specific problem with your product or service – to tell how great. you are. Have photos, contact info and a brief description of what each source will say available.
So, how do you share all of this information quickly? Technology, of course. We recommend Dropbox. Nearly everyone uses it. You can create a (Company Name) Media Kit master folder that contains sub-folders which are easy to navigate.
This may seem like a lot of work, and it might be, but it will ultimately pay off. Plus, you can be thankful: Gone are the days when the only way to deliver a media kit was by snail mail. Technology is definitely a cost-saver here.
Now, don’t get us wrong. Depending on the line of business you’re in or campaign you’ve designed, snail mail may be the only option. For example, when we worked to earn blog coverage for skin-care line Don’t Call Me Ma’am, we wanted to make sure that bloggers got a chance to actually experience the texture, scents and results of some key products. To do so, we put small packages in the mail, but still provided the media kit electronically.
A key element to winning media coverage is being prepared and delivering on time. Spending time today building your media kit will position you as a “good source” (credible, easy to work with, responsive and timely) and media loves to go back to good sources, time and time again.