As small business owners, there’s one thing we can agree on: It’s expensive to advertise and market yourself. Understandably, entrepreneurs are always looking for new ways to get their business out and do so as effectively and affordably as possible. A Media Kit is one simple tool can help you do that and more.
Publicity On The Cheap
In Get Famous, we talk about the importance not only of great, targeted publicity, but how to get it cheap, and oftentimes free, through professional media outlets.
Here’s an excerpt:
“More than ever, firms and media outlets are increasingly understaffed, overworked, and trying to make tight deadlines to provide the news and information their readers and audience want. And you can help them do that.
The new paradigm of news delivery requires 24/7 coverage. This means reporters are always on the hunt for stories to keep things interesting, fresh, and moving along quickly. In order to fill the demand for ‘the latest and greatest’, they need great sources as much as you need great coverage.
Positioning your business, brand, and story in a light that will help the professionals fill their quotas and do so with quality, valuable pieces (like yours) will go a long way towards getting your business featured. Be the source, get the coverage.”
You do this, in part, with a Media Kit. (And some spark and hustle, of course!)
What It Is
A Media Kit (also referred to as a Press Sheet or a Press Kit) is an important part of promoting your business, product, and sharing your media coverage. Essentially, it’s a condensed version of whatever it is you’re selling; it may be a product, a service, or promoting your brand in general.
How It Works
Media outlets (and retailers!) like to know a bit about you and your item including details and images and whether your product has garnered any media attention. Having your product displayed in a magazine, on a popular website, or television gives your product not only a lot more credibility, but a huge promotional boost, which raises the possibility of sales.
An online Press Kit is most useful to media outlets who are searching the internet for information about products like yours that they can write about. When creating one for your product(s), think about who you want to target. Then, make it as easy as possible for them to find everything they’ll need to know about your business in one simple snapshot. The simpler it is for them to receive, understand, process, and comprehend your product, the more likely it is that they’ll share.
The Elements: What’s Inside
In Get Retail Ready, we go into detail about how to put together a stellar Media Kit. To get you started, here are the basics.
Your Media Kit can contain any or all of the following items:
- An Introduction Letter
- A Short Bio
- A Press Release
- Media Mentions
- A Facts Sheet, including Features/Benefits
- A FAQ Section
- A Contact Sheet
- Whatever else you feel is relevant
You can present your Media Kit in person, or online, or both. For a physical press kit, print your information and place it in a professional, branded packet to hand out as needed. If you plan on attending trade shows or other similar events, a folder usually works best. You can also use a CD or DVD, depending on your own presentation style preference. An online press kit can be shared as an instant download on your site.
Media outlets and retailers will come looking for you, so be ready. You can also go looking for them. If you need some guidance there, Get Famous shares loads of tips and resources for getting directly in touch with media professionals.
All in all, a Media Kit is an imperative part of your marketing efforts. Investing professional presentation and quality information will make all the difference in your bottom line.
Do you have a Media Kit? How is it working for you?
Need one? We can help!
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