Pump Up Your Press Kits With The Right Material

Press kits are a very important part of your media strategy. Many situations such as trade shows, events, and press conferences call for a press kit. Having a comprehensive press kit significantly increases the probability of getting coverage.  Use the following press kit checklist to make your press kit work for you.

Annual Reports

Annual reports are a great tool for understanding a company from a thirty-thousand-foot viewpoint.  They also provide financial information that can help the media understand how a company is performing. If you have an annual report, it should always be included in your press kit.

Bios

Include biographical information on your executives, company spokespeople, and product development people. Anyone quoted in press releases or speaking should definitely have bios. Typically a bio is no longer than one page.

Brochures

An overview brochure about the company and its offerings is always helpful to educate the media. You can include a brochure that’s specific to any product, solution, or launches that are being presented should be included. Resist the temptation to include every brochure that you’ve ever produced.  The idea is to provide concise and helpful information as it’s being shown to your client base.

Company backgrounder/overview

Media professionals like to know the history of a company. It’s helpful to understand how it evolved into the company that it is today.  Historical and factual information is what should be included in the company backgrounder and/or overview. They are usually two to three pages long. It’s not recommended to have them longer as they can be too cumbersome for the media to comb through.

Positioning Statements

If you have positioning statements those should also be included. Some examples of positioning statements include information on your company supporting going green, humanitarian or charity efforts. Lobbying efforts on different mandates or laws that might happen through government entities are also considered positioning statements.

Press Releases

The most recent press release or any specific release for any product, solution, or event that’s being announced should be included in the press kit. Make sure that press releases are in the proper format and contain the contact information for your media relations professional so that the press can easily contact him or her with follow up questions.

Photos

Include any photos of products, people or action shots of products in use in your press kits as much as possible. Don’t overwhelm the media with too many photos, but make sure there is some variety to choose from.  Make sure that they are high resolution (at least 300 dpi or dots per inch).

Videos

Videos are becoming increasingly important as media outlets are including it beyond just the television set.  Media entities like newspapers and radio are now posting video on their websites. If you have videos news releases, product demonstrations, background information, or testimonials, include them in your press kit.

Using this checklist as a tool for what to include in a press kit will help you with your media relations strategy.

Make Your Direct Mail Campaign Easy With This Direct Mail Success Checklist

Direct mail is a great way to drum up business.  Use the following checklist to ensure your direct mail success.

Mail List

When creating a direct mail campaign, have a good mail list of customers and/or prospects. Using an in-house customer list is ideal. You can choose to purchase lists from a reputable list broker.  If you’re in a niche B2B market, buy a list from a trade publication. Get only the proper titles and regions you need so that your postage and printing bills don’t go through the roof!

Offer

When you develop direct mail, have a simple offer that is easy for people to understand. Things that are complex or confusing will deter responses. Your offer needs to be clearly understood in your copy, headline, and anywhere that it is mentioned. If you have offer codes make sure they are mentioned both in the copy and prominently displayed elsewhere.

Design

Use a design that makes the person want to read more. Find graphics that get someone’s attention. The overall design should match your overall brand. Also, take into consideration any postal regulations. Leave enough space for promotion codes, coupons, etc. And, don’t use too many type fonts; make sure they are complimentary to each other.

Copy

Do you have a headline that grabs attention? Is it compelling enough to make them want to read more, pick up the phone, or go to a website for your offer? Copy should be easy to read and understand. If your offer is too complex, your potential success rate is reduced. Repeat the offer in your copy so that it’s clear.

Repetition

If you’re considering doing direct mail for your business to promote your products, services, or special offers, create campaigns around overall themes. Be timely and repetitive to generate a top of mind awareness for your brand.

Following this checklist should help you create a campaign for your direct mail that will be successful.

Keep The Creative Ball Rolling And Win The Marketing Game

It’s hard to be ‘on’ all the time when it comes to marketing ideas. Keep the creativity flowing and your marketing growing.  If you’re in a rut and need a creative jumpstart, do some of the following.

Look at competitive websites.

Looking at competitor’s websites (and even related company industries) can spur ideas for how you could be doing things differently. Read customer testimonials to help you find out what specific things clients are looking for.

Read about what your clients have said about you

Gain insight into the reasons why people are buying. These can give you some “Ah-ha!” moments that provide the little nuggets that you can focus on in your marketing campaign.

Put yourself in your clients shoes

You can ask yourself how the advertising, direct mail, e-newsletter, website, and any type of collateral you have like a brochure is perceived by the customer. Think of yourself in their situation. Think of yourself in their daily routines and ask yourself, “Is this something that emotionally connects with me so I would want to buy this product or service?”

Get out of your cubicle and go brainstorm

Brainstorm with someone that is a trusted adviser. Sometimes picking up the phone or just walking away from your desk and having a conversation with someone for five minutes can really spur your creativity.

Seek creativeness

Find creativity that’s not related to what you do, but gives you an appreciation for creativity. Listen to different kinds of music. Go see art. Watch a movie. Go out and dance. Get some exercise. Make dinner. Invite friends. Converse with someone you barely know. You never know what kind thoughts and ideas can come about.

Most of all, what you need to do is trust the process. Trust that the idea will come to you at the right time. You need to remain positive and enthusiastic. Keep asking yourself, “How can I (my company) be of service? How can I be of better service to the clients I have?”  Do this and undoubtedly the creative marketing ideas will flow.

PR Does Not Equal Press Release- Ideas for Public Relations Activities To Enhance Your Marketing Program

Many times PR is confused with press release when, in fact, PR means public relations. Sending out press releases is a great tool within public relations. There are several PR activities to consider to enhance your marketing program.

Speaking Engagements

Speaking at trade shows or conferences is a great way to increase the visibility of your company. Beyond doing traditional in-person speaking, there are multiple opportunities to be a featured speaker for online webinars, teleseminars, and virtual conferences.

White Papers

Write a white paper to explain how a complicated solution can benefit clients. This is especially a good idea for companies offering service or technology solutions. Note: this should not become a brochure. It should be educational. White papers can be used as a basis for conference submissions also.

Case Studies

Have an amazing customer story or a unique problem you solved for a client? Write a case study. Case studies are great material to pitch to the media.

Conferences/Seminars/Meetings

Host a client conference, seminar, or meeting to educate your client base on industry trends and latest technologies. Couple it with a reception and you have a wonderful opportunity to wow customers.

Charity Participation

Participate in activities such as 5K walks to benefit different charities. It gives visibility to your company and shows that your company is community focused.

Sponsorships

If you want more visibility, think about sponsoring events such as golf outings. You get your company name out there and can usually tailor a package that fits your brand and budget.

A complete public relations program takes careful consideration to the publics that you are trying to reach (media, customers, partners) and incorporates a proper mix of different PR activities.