Getting featured in the media is a tremendous social recognition. Whether you’re a top-notch brand or a start-up, you need social media. If you’re not recognized in the market as a leading player, your PR strategy might need some work.
In the B2B market, mentions build trust in the public. People look up to you as a subject matter expert. If many media outlets use your name, it raises the credibility of your brand. There’s no more significant social proof than this unless you wish to be under the rock.
Imagine you’ve launched a product without creating a buzz. The drawback is that you’ll have no media attention. No one would know of its existence. Don’t hide your light under a bushel. Simply put, do whatever it takes to promote your product or brand.
First thing first give importance to the media kit. It’s one thing that can leave a forever mark.
What is a media kit?
The media kit is a one-stop destination for your prospects. It has everything about you. They don’t have to search for you from other sources.
Do you need a media kit when you already have a website?
On a typical day, a number of visitors come to your website. Are you wondering why you need a media kit since you already have a website? The answer is pretty simple. It’s free publicity.
Journalists use the kit on your website if your release has news values. Read the 5 Ws and 1 H of media kit before pitching. Having equipment doesn’t guarantee you coverage, but you still need one to make journalists’ job more manageable.
Media kits are used for media coverage. If it’s well-organized, it says a lot about your identity. A cluttered kit is a pitfall. You may lose the limelight over a lousy design.
You are likely to be ignored if your kit is not eye-catchy. If the journalists don’t like the equipment, you’re likely to be missed. Ugly designs hurt. When there are tons of releases, you settle for the second-best. Is your story good enough to bag the first place? How to make it stand out?
Everything starts from within
Designing a media kit can seem overwhelming, but it’s an important tool to pitch yourself in the market. When there’s a need, it comes handy. To make a newsworthy media kit, you should first know yourself. It helps in putting all the elements together.
Let’s unbox the kit step by step
Its cover knows a kit
When people see the kit, the cover is the first thing that pops out. People judge you by your cover. Because it’s the first thing they know, it’s easy to form an opinion. It has to be a quick, interactive guide for deep diving. It should pique people’s interest to know more.
A short juicy description means a lot
Help your journalists in the long-run with a little introduction. Regardless of the company size, there’s a unique background. Context is important. When you provide a bio, you’re halfway through building bonds.
In retrospect, you’ve earned the media’s trust and respect. A kit without an overview is a shot in the dark. You may have an excellent product, but a wild guess won’t promise you any success.
A bio is brief but descriptive. Talk about history and goals. You shouldn’t exceed it more than a page. You can also highlight the size and position in the market.
The size describes the number of employees in the organization. Your position determines your competitive spirit.
Never forget the key players
The influential people you want to be interviewed are the gem of the story. Their quotes imply your product/event. Like the company’s overview, you need individual bio in the release.
For example, you shouldn’t miss out the face behind the brand. CEO quotes and bios make the story concrete. You can also share the details of other famous invitees to catch attention.
Go one step further with a fact sheet
Everything looks better when it’s clear and concise. The same goes for the media kit. Here are the five reasons you shouldn’t overlook the fact sheet:
1. It’s one-pager: Short and simple facts are enough to explain everything. People lose interest if it’s more than one page —Declutter to keep the copy clean.
If it’s going beyond a page, revise and remove. Repeat until your content is crispy. In rare cases, you may require other fact sheets. But, generally, people stick to one page.
2. Creates clarity: Whether you opt for one page or two, your font has to be legible. Don’t compromise with the size and color of your texts.
Readers should catch it in one glance. But, if they riffle through, you have to decide if it’s making any sense at all. A product fact sheet should show USP, ingredients, manufacturing date, place, and contacts.
If it’s an event fact sheet, you should mention the place, date, time, purpose, and other offers. In both cases, you need to do the FAQs.
1. Paints a bigger picture: Everything boils down to what you’re trying to pitch. What is the one thing that you’re focusing on, put it across with the readers. Don’t go with a wavering pitch. It can confuse journalists and readers.
While people look for detailed information, they also look for digestible content. Instead of being pushy, create a comfortable space for breathing. Journalists will care about you if you value them.
2. It’s feasible: Cost efficiency matters. When you print facts in the official letterhead in monochrome color saves money. There’s nothing fancy about fact sheets.
3. It saves time: When you’re presenting concisely, you save hell a lot of time. You don’t have to break your head around how to fill the gaps.
4. Brag a little: Have you heard someone say “Kudos! Get a job”? If so, talk about the praiseworthy things. It can be your clients/customers’ perception of you. Or, let the testimonials do the talking.
Using kudos sheets, you can show inclusiveness. Make customers feel important by using their quotes. When you include their quotes, you involve them in your business. It builds credibility and reinforces your message. Let your customers speak for you.
Make room for Images, videos, charts, or map in your kit. People absorb visuals better than texts. The brain processes visuals 60,000 X times faster than the texts.
Use visuals to break down long chunks. Make sure to include hi-res visuals – one which are printable. Don’t keep your journalists hanging for better images—delayed news, not news. More incredible stories have visuals that are worth a million words.
Share your contact information with the reporting media houses. If the reporter/journalist is interested in an interview, they’ll get back. You can provide the number of PR for further conversation.
Also, share the details of your public domain (website link and social media profiles).
It’s time to trigger publicity. Are you ready?